153/68 Friday, April 25, 2025
Google has announced that it will no longer display separate notifications regarding the use of third-party cookies in its Chrome browser, as part of its ongoing Privacy Sandbox initiative. Anthony Chavez, Vice President of Google’s Privacy Sandbox, stated that users can still manage their cookie preferences via Chrome’s privacy and security settings. This decision reflects Google’s effort to balance user needs with the interests of developers, websites, and the advertising industry.
Google had already halted its plan to phase out third-party cookies in mid-2024, shifting focus towards providing users with informed choices about data tracking. The company cited diverse feedback from website developers, regulatory bodies, and advertising businesses, highlighting different perspectives that led Google to carefully reconsider its approach. At the same time, Google is planning further investments to enhance tracking protection in Chrome’s Incognito Mode, where third-party cookies are already blocked by default. Additionally, Google plans to roll out a new IP Protection feature in Q3 2025, aimed at limiting the exposure of users’ IP addresses in third-party contexts while browsing in Incognito Mode, to prevent cross-site tracking.
This development comes amid intense regulatory scrutiny of Google in the United States, where recent rulings accuse the company of monopolizing the search engine market and online advertising industry. The U.S. Department of Justice has proposed that Google separate Chrome from its core business and be required to share search results to restore competition in the online search market. AI company OpenAI has reportedly expressed interest in acquiring Chrome should Google be forced to sell.
Source https://thehackernews.com/2025/04/google-drops-cookie-prompt-in-chrome.html
