Google ‘cookie’ ban rage: Industry group says plans to block web tracking tool should be investigated
Google’s plans to block a web tracking tool called “cookies” should be investigated, an industry group is demanding.
Movement for an Open Web (MOW), which represents advertisers, newsgroups and technology companies, has asked the European Commission to monitor how the internet giant will adapt its search engine Google Chrome.
Google, which is owned by Alphabet, plans to phase out cookies in the Chrome browser.
Movement for an Open Web, which represents advertisers, newsgroups and technology companies, has asked the European Commission to determine how Google will adapt its search engine Chrome
Cookies are used by third parties to collect information about the surfing behavior of internet users.
They are a crucial tool for ad groups and for news publishers who offer free content online, as they can more effectively tailor ads to individuals.
Google plans to phase them out as they pose major privacy concerns.
But MOW insists the proposed replacement — dubbed the Privacy Sandbox — will attack advertising and publishing groups and give Google even more control over data.
A similar complaint in the UK prompted the Competition and Markets Authority to step in – and Alphabet has made concessions that would see the regulator work with the company to design the Privacy Sandbox.
However, these plans are not yet final.
MOW Director James Rosewell said: “The internet was originally conceived as an open environment beyond the control of a single body.
Google claims it’s making these changes to protect privacy, but if not properly monitored, the move threatens digital media, online privacy and innovation.”