Britain's regulator deems Google's ad commitments unnecessary
The UK's competition watchdog (CMA) is thinking about freeing Google from strict rules it set to keep Google's ad business fair. This comes after Google dropped its plan for a separate cookie pop-up in Chrome—a move that was part of the broader Privacy Sandbox initiative, which had triggered these commitments in the first place.
Recap of the commitments
The commitments were meant to stop Google from gaining an unfair advantage in the UK's huge digital ads market, protecting both competition and consumers. The CMA worked with privacy regulators to balance competition and user privacy concerns.
CMA seeks public opinion on this until July 4
If these commitments are lifted, it could mean less hands-on regulation for now—but the CMA still has power to step in if new problems pop up. Anyone can share their thoughts on this until July 4, 2025.