Why 'concerns’ over Google's online advertising are not over in the UK

Google’s decision to retain third-party cookies in its Chrome browser continues to face scrutiny in the UK. The Competition and Markets Authority (CMA) has said that “concerns remain” over the tech giant’s revised approach to phase out cookies.
Following its stance on reversal on cookies, the country's competition watchdog invited stakeholders to share their views on the decision, news agency Reuters reported.
“Based on careful consideration of the responses we received, the CMA’s view is that competition concerns remain under Google’s revised approach,” the CMA said.
“If the CMA is not able to agree changes to the commitments with Google which address the competition concerns, then the CMA will consider what further action may be necessary,” it added.

In July last year, Google abandoned its plan to phase out third-party cookies in Chrome. Cookies track users' online activity for targeted advertising, which is the company's biggest source of revenue. Regulators previously supported the company's plans to ditch the tracking tools.
However, Advertisers argued that the move would limit their ability to personalise ads and increase their dependence on Google's own user data.
In response, Google offered a middle ground, allowing users to choose whether to enable cookie tracking in Chrome. However, the CMA remains unconvinced and said that competition concerns persist.

A Google spokesperson told Reuters the company's approach would enable users to make informed choices when browsing the web with Chrome, emphasising choice and privacy.
“As we finalise this approach, we’ll continue to consult with the CMA, ICO and other regulators globally, and look forward to ongoing collaboration with the ecosystem to build for a private, ad-supported internet,” Google said, as per the news agency.