Google has promised to tighten controls on its use of data from its Chrome browser in response to concerns made by Britain’s competition authority over its proposal to remove third-party cookies used by advertisers to monitor customers.
The Competition and Markets Authority (CMA) is looking into Google’s intention to remove support for specific cookies in Chrome, dubbed the “Privacy Sandbox,” because it fears it could stifle competition in digital advertising.
Alphabet Inc (GOOGL.O) Google has stated that its customers desire more privacy when browsing the web, including the ability to avoid being monitored across sites.
Other businesses in the $250 billion global digital ad market, on the other hand, have stated that the loss of cookies in the world’s most popular browser will limit their capacity to collect information for personalizing advertising and increase their reliance on Google’s user datasets.
Google promised earlier this year not to implement the plan without the CMA’s approval, and the measures agreed upon with the British agency will be implemented internationally.
The CMA said on Friday that Google had addressed several lingering concerns, including agreements to limit access to IP addresses and define internal constraints on the data that it might use.
CMA Chief Executive Andrea Coscelli said: “We have always been clear that Google’s efforts to protect users’ privacy cannot come at the cost of reduced competition. 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.”
Google said in a blog that it was “determined to ensure that the Privacy Sandbox is developed in a way that works for the entire ecosystem”.
The CMA said it would consult on the new commitments until 17 December.