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Google’s Chrome cookie U-turn and e-Privacy withdrawal: pivot to browser-level consent, prospective digital advertising legislation, and intensified competition and privacy oversight for adtech and publishers

Published on: 14 August 2024

Published by an LexisNexis EU Law expert
Legal News
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Article summary

In July 2024, the dominant search and advertising firm announced it would roll out a user-choice cookie prompt in Chrome. People will be able either to retain third-party cookies—the adtech sector’s principal mechanism for targeted advertising—or select a ‘new experience’ intended to help them ‘make an informed choice that applies across their web browsing’. Four years after first saying it planned to scrap third-party cookies in the world’s dominant Internet browser, Google is now leaving it to consumers to decide whether advertisers can continue to reap the benefits of cross-site tracking for targeted ads. That change places fresh attention on the Commission, which has pressed for cookie choices in browser settings since putting forward the e-Privacy Regulation in 2017. The draft law has spent six years in legislative limbo. By confirming it will retain third-party cookies while expanding user options within Chrome, Google shifts the future of tracking cookies from the tech company to the EU executive. The e-Privacy Regulation—intended to take effect in May 2018 alongside the General Data Protection Regulation—has been mired in controversy and, MLex has learnt, will be withdrawn...

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