Google Withdraws Proposal to Block Cookies on Chrome Amid Backlash

Google announced that it was withdrawing from its widely-discussed proposal to block cookies on the Chrome browser. This decision came after increasing refusal from online publishers and pressure from internet users concerned about privacy.

Cookies are small programs that enable third-party organizations to track the movement of people who use the Chrome browser. They are also employed by third-party publishers and websites for promotional purposes. However, cookies have long been considered invasive of user privacy and face regulatory challenges in the EU and other regions, where their use is only acceptable with user consent. The conflict began with Google’s official announcement of the “Privacy Sandbox” in January 2020. Google claimed it would provide the advertising industry with a solution that is ‘better for the open Internet, and for everyone, including publishers and users,’ without tracking individual users. However, the implementation of this proposal faced significant challenges.

Instead of blocking third-party cookies, Google will introduce a new feature in Chrome allowing individuals to select new browsing modes that they have never used before, according to Anthony Chavez, Google’s VP and head of privacy, via the company’s blog. This proposal has not yet been approved by regulators, particularly in Britain and the EU, which have launched probes into the practice.

Google was quick to assert that it won’t abandon its “Privacy Sandbox” options. Google stated that if the change were granted, “we would create a new experience in Chrome, where the person is given an option in front of them that alters their web activity, and they are free to adjust it.”