Google has once again delayed the end of third-party cookies in Chrome, and this isn’t the first time it’s done so. The company initially announced four years ago that it was working on removing third-party cookies from your browser, offering a replacement that it promises will help protect user privacy. But until now, they have not been able to implement this change, due to the various challenges they have encountered along the way.
One of these challenges was to obtain the approval of authorities and regulators international. This is the case of this new deadline, granted to give more time to the British Competition and Markets Authority (CMA) to examine Google’s proposal.
A new deadline for the end of cookies in Chrome
Google announced plans to remove support for third-party cookies in Chrome in early 2020, as part of an initiative called Privacy Sandbox. The company has made it clear that this is not something it will achieve immediately, but rather over time. At the time, the goal was to reach the blockade by the end of 2023.
But this was not possible. The company delayed the launch of this measure until the second half of 2024, and is now delaying it again. In its official statement, Google announces its goal now to remove support for third-party cookies in Chrome from the beginning of 2025.
The reason for this new delay is linked to the British regulator: the CMA did not have enough time to evaluate the results of the tests of the system proposed by Google. According to the company:
“We recognize that there are challenges in reconciling feedback from industry, regulators and developers, which is why we will continue to collaborate with the entire ecosystem. It is also essential that the CMA has sufficient time to review all the evidence and study results. the tests we carry out in the industry.
Google currently allows block third-party cookies from Chrome settings, but locking is not enabled by default, but we have to do it manually. To block third-party cookies, follow these steps in Chrome (on desktop and Android):
- In Chrome we press the three-dot button in the upper right corner and select Settings
- Next we access the section Privacy and Security
- Then we select “Third-party cookies“
- In this section we can choose to block third-party cookies completely or only when using private browsing mode.
Screenshot: Chrome.
Google wants to remove support for third-party cookies and replace them with a new system, based on “Topics” or advertising themes, based on user interests. But the company will have to wait even longer to achieve this, at least until the beginning of 2025if no further delays occur.
Cover image | Google
In Xataka Android | Deleting cookies is important no matter which Android browser you use: here’s how to do it
In Xataka Android | Google Chrome improves its protection against phishing and scams without harming your privacy
