UK competition watchdog raises concerns over Google’s cookie policy

Google’s online advertising practices are under renewed scrutiny in the United Kingdom, as the Competition and Markets Authority (CMA) raised concerns over the company’s decision to retain third-party cookies in its Chrome browser. In July, Google reversed its plans to remove cookies, which track users across the web, after complaints from advertisers who rely on them to personalise ads. Advertisers feared that without cookies, they would have to depend on Google’s own user data, reducing competition.

To address these concerns, Google stated that Chrome users would be given the option to allow cookies to track them. However, the CMA invited feedback on this change and concluded that competition issues remain, despite Google’s revisions. The watchdog highlighted that Google’s approach could still harm competition in the digital advertising space.

The CMA announced it would seek further changes to Google’s plans to ensure fair competition. If Google does not adequately address the concerns, the CMA may take additional action to protect competition in the online advertising market.

Google has not yet responded to the CMA’s findings. The company’s advertising practices remain under global scrutiny as regulators examine their potential impact on market competition and consumer privacy.