Google backpedals on Chrome cookies

In a blog post, the company said it made the decision after considering the impact eliminating cookies would have on publishers, advertisers and others involved in the sprawling digital advertising industry.

“We’re offering a new approach to empowering users with more choice,” Google vice president Anthony Chavez said in a blog post Monday.

“Instead of eliminating third-party cookies, we’re introducing a new experience in Chrome that gives users the power to make informed choices that apply to how they browse the web, and the ability to change those choices at any time.”

The move marks a major shift for Google, which has been working for years to introduce its Privacy Sandbox, a plan to replace cookies with other tools for advertisers.

The company said it would continue to offer those tools to developers.

The U.K. Competition and Markets Authority, which regulates the tech sector, said on Monday it would seek feedback on Google’s new approach until August.

The agency said earlier this year it was reviewing Google’s plans after responding to new concerns about the company.

“Google has confirmed its new approach to third-party cookies: rather than removing them from Chrome it will offer users a choice,” the CMA wrote to social network X.

“We are considering the implications of this announcement and welcome comments.”

The CMA has been in discussions with Google for years over its plans to phase out third-party cookies.

The agency previously investigated the company’s proposal to phase out cookies used by publishers and advertisers to track users and measure the success of ad campaigns, raising concerns that the changes “could reduce competition in the digital advertising market.”

Some privacy advocates have expressed disappointment with Google’s decision.

“Regulators, consumers, and even brands are aware of the privacy issues surrounding cookies and are working on more privacy-friendly solutions,” Adam Schenkel, executive vice president at ad tech company GumGum, which specializes in serving ads without personal data, said in an email.

“Google’s decision is shortsighted, especially when it comes to privacy.”