ICO ‘disappointed’ by Google’s reversal of third-party cookie block

The Information Commissioner’s Office (ICO) says it is “disappointed” following an announcement by Google that it will abandon plans to block third-party cookies from Chrome.

Google said that users will instead be given a prompt which will allow them to decide whether to retain third party cookies.

The technology company made the announcement through the Privacy Sandbox, an initiative led by Google to create web standards for websites to access user information without compromising privacy.

Google explained that while advertising companies testing Privacy Sandbox APIs had shown that companies are prepared to adopt privacy enhancing tools, industry adoption will take time and the transition requires “significant work” from everyone involved in online advertising.

Google is currently discussing its approach with global regulators including the ICO and the UK’s Competition and Markets Authority (CMA).

The announcement has disappointed the ICO, which said that blocking third party cookies would be a positive step for consumers.

Stephen Bonner, deputy commissioner at the ICO, said that the organisation will be monitoring how the industry responds to Google’s changes, warning that it will consider regulatory action where “systemic non-compliance” is identified for all companies.

“The new plan set out by Google is a significant change and we will reflect on this new course of action when more detail is available,” Bonner added. “Despite Google’s decision, we continue to encourage the digital advertising industry to move to more private alternatives to third party cookies – and not to resort to more opaque forms of tracking.”

The CMA said it would work closely with the ICO to consider Google’s new approach to Privacy Sandbox, adding that it would welcome users sharing their opinions on Google’s new approach.