Kate Mills 
Jan 05, 2024
A new has been added to Google Chrome to prevent companies from tacking and getting their hands on users’ data.
Google, the world’s most popular search engine provider, launched this privacy-solidifying feature after exploring ways not to let website cookies breach the privacy of Google Chrome users.
In a bid to make the internet use “more private”, the feature blocks third-party cookies that companies store in users’ devices, with their consent, to collect analytic data, personalise online ads and monitor browsing.
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Being in the development stages, the feature is initially available to only 1 per cent of Chrome users globally, which amounts to around 30 million people, who will be randomly picked by Google and asked if they want to "browse with more privacy".
Google terms this feature a test, as it aims to roll out the feature on a massive scale, make it available to every Chrome user, and fully eliminate cookies from the browser by the end of this year.
Other search engines such as Apple's Safari and Mozilla Firefox, Chrome’s archrivals, already offer to their users a feature to block third-party cookies.
Anthony Chavez, Google vice president, said in a blog post: "We're taking a responsible approach to phasing out third-party cookies in Chrome.
"If a site doesn't work without third-party cookies and Chrome notices you're having issues... we'll prompt you with an option to temporarily re-enable third-party cookies for that website."
Advertisers’ woes
Reflecting on Google’s plans to entirely sweep off cookies, some advertisers have expressed dissent, saying this move will bring devastating consequences to their marketing-centric businesses.
"Google's solution, the Chrome Privacy Sandbox, which only works on a Chrome browser, likely doesn't benefit anyone other than Google," said Phil Duffield, UK vice president at The Trade Desk, which operates a platform for companies to buy ads online.
"Protecting consumer privacy online doesn't have to mean making it harder for publishers to earn revenue", he added.
The UK's competition watchdog, the Competition and Markets Authority, can block the plans if it concludes they will harm other businesses.
What do cookies do?
Users’ private data can be recorded and accessed through the website cookies including:
- What you do on the site
- Whereabouts in the world you are
- What device you are using
- Where do you go online afterwards
