As you may probably know, Google, a.k.a 'the global scourge' in the privacy world, has some time ago made an attempt to improve its reputation and roll out so-called ‘Privacy Sandbox’ project. Its main idea is to remove third-party cookies (always problematic to data subject rightsh per se) and replace them with some other technologies.
Being a by no means uncontroversial project from a privacy standpoint (e.g., trust tokens, one of the suggested replacements for third-party cookies, allow to place users in aggregated groups, thus potentially leaving the possibility to define information constituting personal data), such solution SUDDENLY raised a competition law issue.
The UK's Competition and Markets Authority (CMA) received a claim from a group of newspaper publishers and technology companies accusing Google of abusing its dominant position. CMA assumes that Privacy Sandbox negatively affects competition in the digital advertising market and undermines the competitiors' ability to generate revenue. Though, this will be analyzed in the course of a formal investigation.
In theory, this investigation may open a 'pandora' box and lead to similar investigations in the EU.
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