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

UK regulator says Google's ad privacy changes aren't enough, WSJ reports – TradingView 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, citing internal documents it reviewed.

Google's proposed technology, known as a privacy sandbox, leaves loopholes that 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 ICO is trying to get Google to make changes and share its concerns with the UK Competition and Markets Authority (CMA), the WSJ said. UK competition regulator the CMA has pledged to consider the ICO's recommendations when assessing Google's plans, the report said.

“We have engaged closely with the ICO and other privacy and competition regulators around the world and will continue to do so to reach an outcome that works for users and the entire ecosystem,” a Google spokesperson said in a statement to Reuters.

The CMA is investigating Google's plan to reduce support for certain cookies in the Chrome browser (link) because the watchdog fears it will hinder competition in digital advertising.

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

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