Google Wises Up to Watchdog Warning over Privacy Sandbox

Tech titan responds rapidly to the Information Commissioner’s Office.

The adtech world moves quickly as Google has agreed with the UK regulators that its Privacy Sandbox needs to be developed in a way that works for the entire ecosystem.

Following yesterday’s (25 November) news, when the Information Commissioner’s Office (ICO) warned the adtech industry it needs to comply with data protection law and stop the “excessive” collection and use of people’s data, Google has today announced revised commitments, which can be found in full on the Competition and Markets Authority’s (CMA) website.

Google states: “These revisions underline our commitment to ensuring that the changes we make in Chrome will apply in the same way to Google’s ad tech products as to any third party, and that the Privacy Sandbox APIs will be designed, developed and implemented with regulatory oversight and input from the CMA and the ICO.”

The tech titan adds: “We also support the objectives set out yesterday in the ICO’s Opinion on Data protection and privacy expectations for online advertising proposals, including the importance of supporting and developing privacy-safe advertising tools that protect people’s privacy and prevent covert tracking.”

The revised commitments include monitoring and reporting; testing and consultation; and “further clarity on our use of data”. Google explains that if the CMA accepts these commitments, it will apply them globally. The CMA intends to accept these but has not reached a final view yet. It’s the usual routine of allowing observations from interested parties.

Prior to all that, in an update in June, Google noted that “it’s become clear that more time is needed across the ecosystem to get this right”.

Google explained at that time, subject to its engagement with the Competition and Markets Authority (CMA), Chrome could then phase out third-party cookies over a three month period, starting in mid-2023 and ending in late 2023.

To give some more context, yesterday the ICO offered a reminder to companies – such as Google – that are designing new methods of online advertising.

Information Commissioner Elizabeth Denham stated: “We want to influence current and future commercial proposals on methods for online advertising early on, so that the changes made are not just window dressing, but actually give people meaningful control over their personal data.”

It seems the ICO’s influence works quicker than imagined.

This whole issue is not just about Google. Other industry players have been developing different initiatives so people’s preferences are taken into account. The Commissioner’s Opinion is its desire to provide clear data protection expectations for any developers in this area.

The Opinion makes it clear that companies designing new adtech should offer people the ability to receive ads without tracking, profiling or targeting.

If people choose to share their data, all companies within the adtech supply chain must ensure there is “meaningful accountability”, and give people control over their data and the ability to exercise their information rights.

The ICO began intervening in the adtech industry in 2019, when it identified “key privacy issues” on real time bidding and on the use of cookies and similar technologies. It asked the industry to assess how they used personal data and to start changing their practices.

Since then, companies have been developing solutions to address its concerns and are moving towards less intrusive tracking practices. The Opinion published yesterday will “help companies shape their proposals”. It seems to have worked.

Antony Peyton
Antony Peyton
Antony Peyton is the Editor of eWeek UK. He has 18 years' journalism and writing experience. His career has taken him to China, Japan and the UK - covering tech, fintech and business. Follow on Twitter @TonyFintech.
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