Google’s online advertising practices are under renewed scrutiny in the UK as the Competition and Markets Authority (CMA) expressed ongoing concerns over the company’s decision to retain third-party cookies in its Chrome browser. On Tuesday, the CMA stated that despite revisions to Google’s ad privacy approach, significant competition concerns remain.
In July, Google abandoned its longstanding plan to remove third-party cookies, the small data packets used to track users across the internet. The change came after advertisers, who heavily rely on cookies to personalize ads, complained that the removal would limit their ability to target users, forcing them to depend on Google’s own databases for advertising insights.
To address criticism, Alphabet-owned Google proposed offering users the option to allow cookies when browsing with Chrome. However, after inviting stakeholders to share their views, the CMA concluded that the revised approach still poses competition risks.
“Based on careful consideration of the responses we received, the CMA’s view is that competition concerns remain under Google’s revised approach,” the watchdog said in its statement. “If the CMA is not able to agree on changes with Google to address these concerns, we will consider what further action may be necessary.”
Google’s use of cookies has also drawn attention from other regulators, including the UK’s Information Commissioner’s Office (ICO), which had previously supported Google’s initial plan to phase out tracking tools.
A spokesperson from Google responded to Reuters, stating, “Our approach is designed to enable users to make informed choices when browsing the web with Chrome. As we finalize this approach, we’ll continue to consult with the CMA, ICO, and other regulators globally and look forward to ongoing collaboration to create a private, ad-supported internet.”
The CMA’s continued monitoring of Google’s practices highlights the challenges in balancing user privacy with competition concerns in the ever-evolving digital advertising space.