Lodi Valley News.com

Complete News World

UK regulator says Google's ad privacy changes aren't good enough, WSJ reports – Business Insider News

UK regulator says Google's ad privacy changes aren't good enough, WSJ reports – Business Insider News

The UK's privacy regulator said Google's proposed replacements for cookies should do more to protect consumer privacy, the Wall Street Journal reported. Thursday afternoon, citing internal documents they reviewed.

Google's proposed technology, known as a privacy sandbox, leaves loopholes that could undermine privacy and identify users that should be kept anonymous, the Office of the Information Commissioner (OIC) wrote in a draft report with the WSJ.

The Privacy Sandbox is an initiative (link) that aims to phase out support for third-party cookies and reduce tracking across websites and apps.

Google plans to completely eliminate the use of third-party cookies (link) for users in the second half of 2024.

The UK Competition and Markets Authority (CMA) is investigating Google's plan to reduce support for certain cookies in the Chrome browser, as the watchdog fears it will stifle competition in digital advertising.

The report says the ICO is trying to get Google to make changes and is sharing its concerns with the CMA, and the latter has promised to consider the privacy regulator's recommendations when assessing Google's plans.

The ICO, CMA and Google did not immediately respond to Reuters' requests for comment.

See also  The United Kingdom has released 12 new Green List locations