The Competition and Markets Authority (CMA) has initiated a consultation process to evaluate the potential release of Google from its commitments related to the Privacy Sandbox. This decision comes after Google announced in April that it would no longer pursue plans to allow users to block third-party cookies in its Chrome browser, which is widely used across the UK.

The commitments imposed by the CMA were designed to ensure that the development of Google’s Privacy Sandbox would be beneficial to consumers and maintain competition within the digital advertising sector. This sector is crucial to the UK economy, generating billions in revenue. The CMA's oversight was intended to prevent Google from leveraging its dominant position to favor its own advertising technology services over those of its competitors.

Now, the CMA believes that these commitments may no longer be necessary and is seeking feedback from stakeholders before making a final decision later this year. Interested parties are encouraged to submit their comments by 11:55 PM on July 4, 2025.

Additionally, the CMA has collaborated closely with the Information Commissioner’s Office (ICO) to ensure that both competition and privacy concerns are adequately addressed. Should the Privacy Sandbox initiative raise competition issues in the future, the CMA retains the authority to intervene under the Digital Markets, Competition and Consumers Act 2024 and the Competition Act 1998.