CMA launches industry consultation on Google’s commitments
Posted on Monday 16 June 2025 | IAB UK
The Competition and Markets Authority (CMA) has launched a consultation on potentially releasing Google from its existing commitments relating to the deprecation of the third-party cookie in Chrome
The launch of the consultation follows Privacy Sandbox’s announcement in April that it is maintaining its current approach to offering users third-party cookie choice in Chrome, dropping plans to introduce a standalone prompt.
The commitments were originally established to ensure that Google’s Privacy Sandbox would be developed in a way that protects consumers and maintains healthy competition in the digital advertising sector.
By imposing these commitments, the CMA aimed to safeguard the industry by ensuring that Google did not favour its own ad tech services over those of its competitors during the transition from third-party cookies.
With the evolution of Google’s strategy, the CMA now believes that these oversight measures may be redundant. The consultation invites stakeholders to provide feedback before a final decision is taken later this year.
Anyone interested in submitting feedback to the consultation can do so via [email protected] by 11.55pm on 4 July 2025
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