GOOG Alphabet Inc

By Jaime Llinares Taboada

The U.K. Competition and Markets Authority said Friday that it has secured commitments from Alphabet Inc.'s Google to address competition concerns over its proposals to remove user-tracking technology and other functions from its Chrome internet browser.

The regulator said the company's commitments are legally binding, and that it will supervise Google to ensure that its Privacy Sandbox--the new technologies it is developing to replace third-party cookies, which are used to track browsing habits across multiple websites--is developed in a way that benefits consumers.

The CMA has been investigating Google's Privacy Sandbox proposals since early 2021 due to concerns that they could impede competition in digital-advertising markets, causing advertising spending to become even more concentrated on Google.

Now, Google has promised that any changes to be made in Chrome will apply in the same way to its own advertising products as to those from other companies. In addition, Google has agreed to design, develop and implement Privacy Sandbox with regulatory oversight from the CMA and the Information Commissioner's Office--another U.K. regulator.

The company said it will inform the CMA before removing third-party cookies and await for the regulator's feedback on any competition concerns. The CMA said it may take further action if its concerns aren't addressed. This could include re-opening the investigation, imposing interim measures or proceeding to a decision.

"The commitments we have obtained from Google will promote competition, help to protect the ability of online publishers to raise money through advertising and safeguard users' privacy," CMA Chief Executive Andrea Coscelli said.

"We're pleased that today the CMA has accepted these commitments, which now go into immediate effect," Google said. It said the company will apply the commitments globally.

"The aim, through this regulatory oversight and supervision, is to provide reassurance that the Privacy Sandbox will protect consumers and support a competitive ad-funded web, and not favor Google," the California-based technology company said.

Write to Jaime Llinares Taboada at jaime.llinares@wsj.com; @JaimeLlinaresT

(END) Dow Jones Newswires

February 11, 2022 03:21 ET (08:21 GMT)

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