Google LLC has reportedly admitted that its plan to phase out third-party tracking cookies in its flagship browser, Google Chrome (used by more than 3 billion people worldwide), has stalled, raising serious privacy and competition concerns.
According to multiple reports and forum discussion, Google was expected to retire third-party cookies and replace them with its so-called “Privacy Sandbox” or equivalent tracking-avoidance technologies. But now it appears the effort has hit roadblocks. One summary states:
“We are proposing an updated approach that elevates user choice … Instead of deprecating third-party cookies, we would introduce a new experience in Chrome that lets people make an informed choice that applies across their web browsing.”
“We’re discussing this new path with regulators.”
Effectively, this means Google will not immediately end typical tracking cookies but instead offer options and leave the old model in place for now. This has triggered concerns that Chrome users may remain exposed to widespread tracking and data collection, despite years of public commitments by Google.
- Privacy implications: With nearly 3 billion Chrome users globally, if tracking cookies persist, the scale of user profiling and ad targeting remains enormous. Many users are unlikely ever to change advanced settings, so the default matters.
- Competition concerns: Other browsers such as Safari and Firefox already block third-party cookies by default. Google’s new posture may entrench its dominant position in advertising and web tracking instead of reducing it.
- Regulatory and trust risks: Google’s statement that they are still “discussing with regulators” suggests regulatory push-back forced a change of plan. The delay may erode trust among privacy-conscious users.
- User behavior inertia: Most users stick with default settings. If Google simply shifts to a “choice” model rather than a full deprecation, many users will likely remain on the less-private default, meaning the status quo continues.
Google says it is exploring a new path that gives users more choice, but the details are unclear and still subject to regulatory review. Critics argue that until a clear and enforceable shift occurs, the promises of a “more private web” remain unfulfilled. Many in the privacy community warn that cookies may persist indefinitely and that Google’s alternative tracking frameworks may simply shift the nature of data collection rather than eliminate it.