CMA to Watch Google as it Secures Privacy Pledges

The long running feud between the United Kingdom’s competition police and Google may have cooled.

The U.K. Competition and Markets Authority (CMA) has secured a pledge from the Alphabet Inc. subsidiary to fix competition concerns, the independent overseer announced Friday (Feb. 11).

Under the terms of the agreement, Google promised to remove third-party cookies from its Chrome browser. Google said the initiative was developed to create online standards for websites to access user information without compromising privacy. Its mission, Google said, is to allow web advertising without the use of third-party cookies.

Last year, the CMA launched an investigation into whether Google’s proposal would hurt publishers and give the search giant an even bigger piece of the online advertising pie. At the time, Google said it would remove third-party cookies and other functions from its Chrome browser.

Read more: UK Regulators To Probe Google Chrome Changes Over Antitrust Fears

Google’s Privacy Sandbox proposals could have a huge impact on publishers and the digital advertising market, the CMA argued. But Google contends that the update, with its “Privacy Sandbox” feature, will help users receive relevant ads without tracking users on an individual level.

“The final commitments accepted by the CMA today are a result of an in-depth investigation and extensive engagement with Google and market participants, including two formal public consultations (hearings), the CMA said. “They address the CMA’s competition concerns and Google has also said that the commitments will be rolled out globally.”

The agency said it is working with the Information Commissioner’s Office (ICO), the agency responsible for upholding information rights, promoting openness by public bodies and data privacy for individuals, to oversee the development of Google’s proposals, so that they protect privacy without unduly restricting competition and harming consumers.

The list of commitments can be seen here.