Google’s decision to kill off third-party cookies has already elicited multiple antitrust lawsuits and a U.S. congressional probe. Now, its attempt to replace the cookie is attracting regulatory attention.
On Jan. 8, the U.K.’s Competition and Markets Authority launched an investigation into whether Google’s proposals for replacing third-party cookies — through an effort Google has branded Privacy Sandbox — “could cause advertising spend to become even more concentrated on Google’s ecosystem at the expense of its competitors,” according to a CMA announcement about the investigation.
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