22-04-2025
Google Suddenly Confirms New Tracking Nightmare For All Chrome Users
Bad news for 3 billion Chrome users.
Is this a shock? I'm not sure. Google has just u-turned again on tracking cookies, with the bad news that they're here to stay. Forever. These devilish tracking cookies were supposedly being killed, until Google hit the pause button last July. Now even its Plan B has failed — albeit the spin is very different. This is a disaster for the privacy of Chrome's 3 billion users. Bar the ad industry, no one likes or wants tracking cookies.
In a blogpost, Anthony Chavez, the VP for Google's ill-fated Privacy Sandbox suddenly announced 'it remains clear that there are divergent perspectives on making changes that could impact the availability of third-party cookies.' As such, "we've made the decision to maintain our current approach to offering users third-party cookie choice in Chrome, and will not be rolling out a new standalone prompt for third-party cookies."
Per DigiDay, 'in a shocking development, Google won't roll out a new standalone prompt for third-party cookies in Chrome, meaning ad tech companies can still use the targeting technology in the world's most popular web browser.'
Chavez assured users they 'can continue to choose the best option for themselves in Chrome's Privacy and Security Settings.' But in a world where Chrome is castigated as the worst offending mainstream browser for privacy and tracking, this will land flat. In reality, Google has struggled to balance ad industry, regulator and user interests.
On the positive side, Chavez does say Google will 'continue to enhance tracking protections in Chrome's Incognito mode, which already blocks third-party cookies by default. This includes IP Protection, which we plan to launch in Q3 2025. And we'll continue to invest in making Chrome the world's most trusted browser, with technologies like Safe Browsing, Safety Check, built-in password protections, AI-powered security protections, and more.' That's the same Incognito Mode that was the subject of a lawsuit and settlement for secretly tracking users anyway.
This follows Google's equally shocking decision to restore digital fingerprinting, which was unpopular enough in browsers but has also now been expanded to smart devices such as gaming consoles and TVs. This other Google u-turn also referenced new privacy preserving technologies as its reason for change.
Just weeks ago, we had been told to expect a single click prompt to disable tracking cookies in Chrome. But not anymore. Not a good day for privacy advocates.
Cue the backlash…
