Britain’s market watchdog is examining plans to block Google for two years or more from rolling out new privacy features on its Chrome internet browser.
The Competition and Markets Authority is weighing up proposals to put the update on ice over fears that it could crush advertising revenues at smaller rivals.
On-Going Investigation
The regulator has already launched an investigation into the technology after campaigners warned it could harm other websites by robbing them of the data they need for advertising.
Google claims the new features will protect internet users’ privacy, even though the tech giant will still be able to use similar data itself. Its ‘sandbox’ privacy settings will stop smaller websites from using cookies to collect data about visitors’ internet activity. Advertisers rely on cookies to target people with offers they think they will like.
Hitting Revenue
Pressure group Marketers for an Open Web has told the CMA the project could hit smaller websites’ revenues by up to 75 per cent.
The CMA launched its probe on January 8, but The Mail on Sunday understands its investigation could take two years or more.
Officials fear any changes to the browser could cause irreversible damage to competitors before the probe concludes.
Acting In The Public Interest
The watchdog has the power to stop the rollout if it can prove that urgent action is needed to prevent significant harm to individuals or businesses in the UK. The CMA can also act if it is in the public interest.
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