In its Q2 2024 report into the implementation of Google's Privacy Sandbox initiative, the UK Competition and Markets Authority (CMA) has said that concerns remain and that any changes must be implemented in a way that maintains competition. The CMA's position comes after Google announced on 22 July 2024 that its five-year project to phase out third-party tracking cookies from its Chrome web browser has ended. Following the announcement, the CMA asked stakeholders for their views on Google's revised approach and possible implications for consumers and market outcomes.
The CMA said that the current commitments would need to be updated to reflect any evolution in Google's planned browser changes and that the regulator is discussing with Google what changes would be required to address its competition concerns. The CMA aims to launch a consultation before making any decision in Q4 2024. Should the CMA and Google be unable to agree on changes to address its competition concerns, the CMA will consider taking further action.
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