Google abandons plan to remove cookies from Chrome browser

Google has decided to abandon its plan to remove cookies from the Chrome web browser after facing opposition from advertisers and regulators. The tech giant had been working on this initiative for four years to enhance user privacy by phasing out tracking technology. Instead of eliminating cookies, Google will now offer users the choice to turn them on or off while keeping them within Chrome. This change aligns Google more closely with Apple's approach in Safari, which blocks third-party tracking by default. The decision to retain cookies was met with criticism from industries reliant on online advertising, as it could impact their business models and strengthen Google's dominance in data collection. Despite previous efforts like the "Floc" project, which was abandoned due to privacy concerns, Google aims to work with regulators and the industry to implement its new approach. The UK's Information Commissioner's Office expressed disappointment over Google's reversal, emphasizing the importance of transitioning to more private alternatives to third-party cookies. Regulatory bodies are monitoring the situation and considering potential actions to ensure compliance within the digital advertising industry.