According to the Wall Street Journal, a UK regulator believes Google's ad-privacy reforms fall short

According to the Wall Street Journal, the UK privacy authority said Google's (NASDAQ:GOOGL) planned cookie replacements need to do more to protect consumer privacy, citing internal papers they reviewed.

According to the WSJ, Google's proposed Privacy Sandbox technology has loopholes that might be exploited to compromise privacy and identify users who should remain anonymous.

The Privacy Sandbox program intends to phase out support for third-party cookies, eliminate cross-site and cross-app tracking, and keep online content free for everyone.

Google intends to completely phase out the use of third-party cookies for users by the second half of 2024.

The UK's Competition and Markets Authority (CMA) is looking into Google's decision to remove support for specific cookies from the Chrome browser, which the watchdog believes could hamper competition in digital advertising.

The ICO is attempting to persuade Google to make changes while also sharing its concerns with the CMA, which has vowed to take the privacy regulator's recommendations into account when it analyzes Google's intentions, according to the article.

Paraphrasing text from "Reuters" all rights reserved by the original author.