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Google Revises Privacy Sandbox Proposals For UK Watchdog

 |  November 28, 2021

The UK competition watchdog said that it has secured improved commitments from Google on proposals to remove third-party cookies and other functions from its Chrome browser.

The Competition and Markets Authority said Google’s revised privacy proposals address its competition concerns, and the regulator is now consulting on these modifications.

In 2019, Google launched the Privacy Sandbox initiative. It includes proposals to improve online security and address covert tracking techniques. The company says tracking technologies need to be addressed in order to protect privacy online.

However, the CMA has been investigating Google’s Privacy Sandbox proposals since the start of the year due to concerns that they could impede competition in digital advertising markets, causing advertising spending to become even more concentrated on Google.

Now, Google has offered to appoint an independent monitoring trustee, more extensive testing commitments and a more transparent process to take market feedback on the Privacy Sandbox proposals. It has also committed not to use Google first-party personal data to track users for targeting and measurement of ads shown on non-Google websites.

“If accepted, the commitments we have obtained from Google become legally binding, promoting competition in digital markets, helping to protect the ability of online publishers to raise money through advertising and safeguarding users’ privacy,” CMA Chief Executive Andrea Coscelli said.

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