Google's Chrome Tracking Cookies Face Renewed Scrutiny from UK Regulator

The UK's Competition and Markets Authority remains concerned about Google's revised ad targeting plan, potentially delaying the Privacy Sandbox initiative.

Google's decision to retain third-party tracking cookies in Chrome has drawn fresh competition concerns from the UK's Competition and Markets Authority (CMA).
The CMA is worried that Google's new approach, which offers users a choice on ad tracking, may not sufficiently address competition issues.
Google's Privacy Sandbox initiative, aimed at replacing cookies with a more privacy-focused solution, has faced prolonged delays and regulatory challenges.
The CMA plans to consult publicly and provide updates on its assessment of Google's revised approach by the end of 2024.
Google asserts that its revised plan supports competition and user choice, but continues to engage with regulators to address their concerns.