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Britain says Google's online-ad commitments no longer needed

Published by Global Banking & Finance Review

Posted on June 13, 2025

1 min read

· Last updated: January 23, 2026

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Britain says Google's online-ad commitments no longer needed
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LONDON (Reuters) -Britain's antitrust regulator said commitments it secured from Google in 2022 related to online advertising were no longer needed after the tech company decided against a standalone

UK Regulator Declares Google's Ad Commitments No Longer Necessary

LONDON (Reuters) -Britain's antitrust regulator said commitments it secured from Google in 2022 related to online advertising were no longer needed after the tech company decided against a standalone prompt for third-party cookies in April.

The Competition and Markets Authority (CMA) had been concerned that Google's original plan to downgrade third-party cookies could have weakened competition in digital advertising.

In 2022 it accepted commitments from Google that addressed its concerns about its "privacy sandbox" proposals, specifically around plans to remove some third-party cookies from its Chrome browser.

"The CMA believes the commitments are no longer necessary and is now consulting before it takes a decision on whether to release them later this year," it said on Friday.

(Reporting by Paul Sandle; editing by Sarah Young)

Key Takeaways

  • UK's CMA no longer requires Google's ad commitments.
  • Google changed its third-party cookie strategy.
  • The CMA initially accepted Google's commitments in 2022.
  • The decision impacts digital advertising competition.
  • Consultation is ongoing before final decision.

Frequently Asked Questions

What did the UK's antitrust regulator announce regarding Google?
The UK's Competition and Markets Authority announced that commitments it secured from Google in 2022 related to online advertising are no longer needed.
Why were Google's commitments initially accepted by the CMA?
The CMA accepted commitments from Google due to concerns that Google's plan to downgrade third-party cookies could weaken competition in digital advertising.
What is the CMA currently considering regarding Google's commitments?
The CMA is consulting before making a decision on whether to release the commitments later this year.

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