"Send back for revision"! UK regulatory agency: Google's Cookies plan still has privacy loopholes
The UK regulatory agency pointed out that Google's cookie alternative has privacy vulnerabilities that could be exploited by advertisers. The regulator hopes Google will make further adjustments and take joint responsibility with the Competition and Markets Authority. Google plans to modify the cookies in the coming months, but if regulators demand changes to the technology, Google may postpone the timeline for phasing out cookies. Google plans to announce modifications to the company's use of cookies by the end of this year
According to information from the Zhitong Finance and Economics APP, citing internal documents from the Information Commissioner's Office (ICO) in the UK, the documents state that Google (GOOGL.US) needs to do more in terms of consumer privacy protection with its proposed cookie replacement solution, as there are still loopholes that advertisers can exploit. Cookies are a technology used to track users' activities across websites so that advertisers can deliver relevant ads to users on their Chrome browser.
The report states that the UK privacy regulatory agency pointed out in a draft that Alphabet's "Privacy Sandbox" technology still has vulnerabilities that could be used to infringe on privacy and identify users' identities in anonymous states. The ICO added that due to systemic industry non-compliance, companies may continue to track users across different websites using this technology.
The report indicates that the ICO expects Google to make further adjustments and share responsibility with the Competition and Markets Authority (CMA) in the UK for competition and market management.
This draft is not the final version, and it is expected that the ICO will release its report around the end of April. The CMA has solemnly committed to considering the ICO's suggestions when reviewing Google's plans.
Google is preparing to make changes to cookies in the coming months, so the ICO's actions could pose an obstacle. The report states that Google has stated it will implement the agreement reached with the CMA globally.
Google will not be allowed to block cookies until the CMA deems alternative technologies acceptable. The report points out that if the CMA requests Google to change its technology due to ICO's concerns, Google may postpone the cookie phase-out schedule to allow time for a comprehensive review of the Privacy Sandbox technology.
The report also adds that Google plans to announce modifications to how the company uses cookies and intends to complete the changes by the end of this year