The UK competition regulator announced that it plans to investigate the planned changes a company Google entered it on the Google Chrome web browser.
And theShe said The British Competition and Market Authority (CMA): Google’s plan to remove external cookies from Google Chrome could cause ad spending to increase further across Google’s ecosystem at the expense of its competitors.
Corporate cookies allow users to follow online so that they can serve personalized ads.
Cookies have allowed newspapers and other media companies to serve customers with free content for years, but they have also come under fire from privacy activists who consider them intrusive.
Google said: It plans to phase out cookies from the widely used Google Chrome web browser by 2022 through a set of changes known as Privacy Sandbox.
The British Competition and Markets Authority said it had received several complaints about how the Privacy Sandbox affects competition.
Andrea Coselli said: Andrea Coscelli, CEO of the British Competition and Markets Authority, at statementGoogle’s Privacy Sandbox suggestions are likely to have a very large impact on the publishers and digital advertising market.
He added: There are also privacy concerns that must be taken into account, which is why we continue to work with the British Information Commissioner’s Office (ICO) as we advance this investigation, while also sharing directly with Google and other market participants about our concerns.
The British Competition and Markets Authority has the power to fine Google up to 10 percent of its annual revenue if it finds it violating competition laws in the United Kingdom.
The fine could reach about $ 4.6 billion, based on Google’s 2020 sales volume of $ 46 billion.
About 80 percent of the UK’s total spending on digital advertising in 2019 of 14 billion pounds ($ 19 billion) went to Google and Facebook, the British Competition and Markets Authority said in July.
Google owns more than 90 percent of the search ads market in the United Kingdom, according to the regulatory authority, while Facebook controls more than 50 percent of the display ads sector.
A Google spokesperson said: Creating the web that enjoys greater privacy, while enabling publishers and advertisers that support the free and open internet, requires major changes to be made to the way digital ads work.
He added: Google welcomed the participation of the British Competition and Markets Authority during its work on developing new proposals to support the ad-supported web without external cookies.