Google won’t end support for tracking cookies unless UK’s competition watchdog agrees

Well this is big. The UK’s competition regulator looks set to get an emergency brake that will allow it to stop Google ending support for third party cookies, a technology that’s currently used for targeting online ads, if it believes competition would be harmed by the depreciation going ahead.

The development follows an investigation opened by the Competition and Markets Authority (CMA) into Google’s self-styled ‘Privacy Sandbox’ earlier this year.

The regulator will have the power to order a standstill of at least 60 days on any move by Google to remove support for cookies from Chrome if it accepts a set of legally binding commitments the latter has

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