oh Information Commissioner's Office (ICO), the privacy regulator UKSaid technology proposed by Google For cookies, called The privacy sandboxThe Wall Street Journal said that is not enough to protect consumer privacy.
In a preliminary report accessed by the Wall Street Journal, the British regulator wrote that Google's privacy sandbox leaves a loophole that could harm users' privacy by allowing it to identify users who should remain anonymous.
Privacy Sandbox aims to phase out support for third-party cookies and reduce tracking across websites and apps, while keeping online content free for all users. Big Tech plans to completely eliminate the use of third-party cookies for users in the second half of 2024.
The ICO is trying to push Google to make privacy changes, sharing its concerns Competition and Markets Authority (CMA) in the United Kingdom, according to the Wall Street Journal.
The CMA pledged to consider the ICO's recommendations in its assessment of Google's plans. The UK competition watchdog is currently investigating the company's move to remove support for certain cookies in the Chrome browser, which it fears could harm competition in digital advertising.
“We have engaged closely with the ICO and other privacy and competition regulators around the world and will continue to do so to achieve a solution that works for users and the entire ecosystem.”A Google spokesperson said in an emailed statement to Reuters.
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