Google reverses decision to block tracking cookies on Chrome

Alphabet-owned Google declared on Monday that it was pulling out of its much-discussed plan to prevent tracking ‘cookies’ on its Chrome browser.

This decision came at the heels of refusal on the part of online publishers as well as increasing pressure by internet users.

‘Cookies’ are tiny pieces of code, that allow third-party companies to follow the movements of Chrome users. These pieces of information are used by third-party publishers and websites for advertising. 

Cookies have for a long time been criticised as an intrusion in privacy of the users and thus applications have been discriminated against in the EU and other regions where the use requires the approval of the users.

The controversy began with Google’s unveiling of its “Privacy Sandbox” plan in January 2020; while it promised to present an option that was better for both publishers and users, it would not involve the tracking of the latter on an individual basis. 

However, the implementation of this process encountered numerous problems. The move was said to perpetuate the powers of Google due to the latter’s vast insights into how consumers use the web that other online publishers greatly relying on cookies were set to lose.

Instead of phasing out the third-party cookies, Google will just roll out a new feature in Chrome that will enable people to choose by browsing that they never did before, Google’s vice president and head of privacy, Anthony Chavez noted on the company’s portal. This proposal remains unapproved by the regulators most notably in Britain and the EU who have opened investigations into the practice.

Nevertheless, Google reassured that it will not give up its options known as the “Privacy Sandbox” and will continue to make the services available to third parties’ websites. 

If granted, “we would create a new experience in Chrome where a person is presented with an option which would impact their web activity and they can modify it as they wish,” Google also noted.