Google's Revised Privacy Proposals Address Competition Concerns, UK Regulator Says -- Update
By Jaime Llinares Taboada
The U.K. competition watchdog said Friday that it has secured
improved commitments from Alphabet Inc.'s Google on proposals to
remove third-party cookies and other functions from its Chrome
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
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
"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.
"These revisions underline our commitment to ensuring that the
changes we make in Chrome will apply in the same way to Google's ad
tech products as to any third party, and that the Privacy Sandbox
APIs will be designed, developed and implemented with regulatory
oversight and input from the CMA and the ICO," Google said.
The California-based company said it will apply these
commitments globally if accepted by the CMA.
Write to Jaime Llinares Taboada at firstname.lastname@example.org;
(END) Dow Jones Newswires
November 26, 2021 03:19 ET (08:19 GMT)
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