London Daily

Focus on the big picture.
Thursday, Sep 04, 2025

UK regulator secures global competition commitment from Google

UK regulator secures global competition commitment from Google

Onlookers are concerned that Google's plans to improve user privacy would "cause online advertising spending to become even more concentrated" on itself.

Google has been given the nod by the UK's competition watchdog over its proposed reforms for online advertising, including banning third-party cookies within its web browser Chrome.

The technology giant - which alongside Facebook holds an enormous share of the global advertising market - says the reforms will improve how the industry handles individuals' data.

But onlookers including the Competition and Markets Authority are concerned that Google's plans would "cause online advertising spending to become even more concentrated on Google".

Victory for British regulation


In a victory for British regulators, on Friday the CMA said it was happy to let Google continue exploring its Privacy Sandbox plans having received commitments from Google which the company would roll-out on a global basis.

Crucially the CMA has blocked Google from removing third-party cookies until the regulator is satisfied that this won't post a competition risk.

Google says that the planned updates to its Chrome web browser (used by more than 69% of all web users) will remove "commonly used tracking mechanisms, like third-party cookies" as well as block covert techniques that websites use to identify their users.

Cookies are small files that get stored within web browsers when they visit a site and are for instance the software used to keep people logged in to a website.

Third-party cookies are cookies that don't originate from the site the web browser is currently visiting, instead being linked to a third-party, often an advertising service.

Many companies complained that Google removing third-party cookies would negatively impact their ability to tailor and personalise advertisements based on information they could collect on users, thus making them even more dependent on Google's own user databases.

The CMA was also concerned that the proposals "could undermine the ability of online publishers such as newspapers to generate revenue and continue to produce valuable content in the future, reducing the public’s choice of news sources".

The online news industry is losing a growing share of the advertising market to the "de-facto duopoly" of Google and Facebook, with more than 60% of all UK media advertising going to those companies in 2019.

Andrea Coscelli, the CMA's chief executive, said: "Our intervention in this case demonstrates our commitment to protecting competition in digital markets and our global role in shaping the behaviour of world-leading tech firms.

"The commitments we have obtained from Google will promote competition, help to protect the ability of online publishers to raise money through advertising and safeguard users' privacy.

"While this is an important step, we are under no illusions that our work is done. We now move into a new phase where we will keep a close eye on Google as it continues to develop these proposals.

"We will engage with all market participants in this process, in order to ensure that Google is taking account of concerns and suggestions raised," he added.

Newsletter

Related Articles

0:00
0:00
Close
Putin Celebrates ‘Unprecedentedly High’ Ties with China as Gazprom Seals Power of Siberia-2 Deal
China Unveils New Weapons in Grand Military Parade as Xi Hosts Putin and Kim
Queen Camilla’s Teenage Courage: Fended Off Attempted Assault on London Train, New Biography Reveals
Scottish Brothers Set Record in Historic Pacific Row
Rapper Cardi B Cleared of Liability in Los Angeles Civil Assault Trial
Google Avoids Break-Up in U.S. Antitrust Case as Stocks Rise
Couple celebrates 80th wedding anniversary at assisted living facility in Lancaster
Information Warfare in the Age of AI: How Language Models Become Targets and Tools
The White House on LinkedIn Has Changed Their Profile Picture to Donald Trump
"Insulted the Prophet Muhammad": Woman Burned Alive by Angry Mob in Niger State, Nigeria
Trump Responds to Death Rumors – Announces 'Missile City'
Court of Appeal Allows Asylum Seekers to Remain at Essex Hotel Amid Local Tax Boycott Threats
Germany in Turmoil: Ukrainian Teenage Girl Pushed to Death by Illegal Iraqi Migrant
United Krack down on human rights: Graham Linehan Arrested at Heathrow Over Three X Posts, Hospitalised, Released on Bail with Posting Ban
Asian and Middle Eastern Investors Avoid US Markets
Ray Dalio Warns of US Shift to Autocracy
Eurozone Inflation Rises to 2.1% in August
Russia and China Sign New Gas Pipeline Deal
China's Robotics Industry Fuels Export Surge
Suntory Chairman Resigns After Police Probe
Gold Price Hits New All-Time Record
Von der Leyen's Plane Hit by Suspected Russian GPS Interference in an Incident Believed to Be Caused by Russia or by Pro-Peace or by Anti-Corruption European Activists
UK Fintechs Explore Buying US Banks
Greece Suspends 5% of Schools as Birth Rate Drops
Apollo to Launch $5 Billion Sports Investment Vehicle
Bolsonaro Trial Nears Close Amid US-Brazil Tension
European Banks Push for Lower Cross-Border Barriers
Poland's Offshore Wind Sector Attracts Investors
Nvidia Reveals: Two Mystery Customers Account for About 40% of Revenue
Woody Allen: "I Would Be Happy to Direct Trump Again in a Film"
Pickles are the latest craze among Generation Z in the United States.
Deadline Day Delivers Record £125m Isak Move and Donnarumma to City
Nestlé Removes CEO Laurent Freixe Following Undisclosed Relationship with Subordinate
Giuliani Seriously Injured in Accident – Trump to Award Him the Presidential Medal of Freedom
EU is getting aggressive: Four AfD Candidates Die Unexpectedly Ahead of North Rhine-Westphalia Local Elections
Lula and Putin Hold Strategic BRICS Discussions Ahead of Trump–Putin Summit
WhatsApp is rolling out a feature that looks a lot like Telegram.
Investigations Reveal Rise in ‘Sex-for-Rent’ Listings Across Canada Exploiting Vulnerable Tenants
Chinese and Indian Leaders Pursue Amity Amid Global Shifts
European Union Plans for Ukraine Deployment
ECB Warns Against Inflation Complacency
Concerns Over North Cyprus Casino Development
Shipping Companies Look Beyond Chinese Finance
Rural Exodus Fueling European Wildfires
China Hosts Major Security Meeting
Chinese Police Successfully Recover Family's Savings from Livestream Purchases
Germany Marks a Decade Since Migrant Wave with Divisions, Success Stories, and Political Shifts
Liverpool Defeat Arsenal 1–0 with Szoboszlai Free-Kick to Stay Top of Premier League
Prince Harry and King Charles to Meet in First Reunion After 20 Months
Chinese Stock Market Rally Fueled by Domestic Investors
×