Google plans measures to block the use of third-party cookies

Google has announced its plan to limit the number of advertising third-party cookies on websites visited through Chrome as a privacy and data protection measure for users.

The technology company announced this move following the publication of a report suggesting that many of the cookie consent pop-ups could incur violations of existing privacy laws in the European Union due to their lack of transparency when informing the user about data collection policies.

On his blog, Justin Schuh, Chrome engineering director, mentioned: “Users deserve all the transparency possible, greater privacy and data protection, as well as the ability to set controls on the use that companies make of their data personal; it’s obvious that web ecosystems need to evolve to meet this demand.”

Other companies, such as Apple, Mozilla and Microsoft have also implemented measures against the use of third-party cookies, which track users from one site to another to collect information about their web browsing habits. It is important to note that, even with these measures, websites will still be able to use their own cookies to track their visitors.

In addition to the report mentioned by Google, there are many other research projects on these tools, such as the one developed by the Massachusetts Institute of Technology (MIT).

Five different companies offering consent management platforms (CMP), used by the 10,000 most popular websites in the UK, were analyzed for this work. The report mentions that, although the data protection laws of the European Community require websites to ask users to explicitly submit their consent regarding the use of cookies, only 11% of these sites comply with the General Data Protection Regulation (GDPR) stipulations.

According to the International Institute of Cyber Security (IICS), although the entry into force of GDPR improved the information security standards of the inhabitants of the European Union, the collaboration of companies is still needed to fully protect information from Internet users in today’s complex environment.