Google's recent announcement to abandon its plan to phase out third-party cookies in its Chrome browser has sparked disappointment among privacy advocates. Initially announced in 2019, the Privacy Sandbox aimed to replace third-party cookies with more privacy-respecting mechanisms. Instead, Google now plans to introduce a new experience in Chrome that will require users to make informed choices about third-party cookies.
"Falling back on the flawed 'notice-and-choice' paradigm is out of step with today’s privacy discourse," stated an April 2024 blog post. The post emphasized that legitimate use cases for cookies should be addressed by designed-for-purpose mechanisms like the Privacy Sandbox APIs proposed by Google itself.
Google cited concerns from regulators and low industry uptake of the Privacy Sandbox APIs as reasons for this change. However, at least one regulator, the UK's Information Commissioner’s Office (ICO), reacted negatively to Google's announcement. The Competition and Markets Authority (CMA) is currently soliciting comments on the new approach.
Critics argue that Google's shifting timeline for deprecation created a disincentive for industry adoption of privacy-respecting mechanisms. "It seems disingenuous for Google to blame its decision on a situation of its own creation," they noted.
The failure of initiatives like Do Not Track has shown that the industry is reluctant to give up surveillance capabilities used for ad targeting. Despite these challenges, Google's 2019 commitment lent credibility to the idea that self-regulation was possible within the online advertising industry.
The recent reversal undermines trust and could have long-term implications beyond ongoing abuses of online tracking. It may discourage other privacy proposals from Chrome and reduce collaboration between privacy advocates and consumer protection agencies.
Other browser vendors remain motivated to advance privacy protections, but delays in deprecating third-party cookies in Chrome have led websites to prioritize support for Chrome over more privacy-forward browsers. This entrenches a status quo detrimental to interoperability and smaller competitors' efforts.
Privacy advocates urge Google to reconsider its decision and proceed with removing access to third-party cookies promptly. If not, they stress that any new user experience should make it easy for users to opt out of tracking without relying on deceptive design or complex user experiences.
"We expect that Google is in dialogue with regulators about its plans," stated CDT, emphasizing the need for transparency and a binding implementation timeline. While acknowledging this setback, CDT remains committed to working towards a more private web through collaboration with government, civil society, and industry stakeholders.
