Chrome Users Blindsided: Google Abandons Cookie Opt-Out Promise

Google has reversed its plan to phase out third-party cookies in Chrome. The company canceled the promised “user choice” button that would have let users block tracking cookies. Chrome users will continue to be tracked by advertisers just as before. Privacy advocates are concerned about this decision, while advertising companies have mixed reactions. Google claims it’s still developing privacy features despite abandoning this key commitment. More details reveal the impact on user privacy control.

While millions of Chrome users were expecting enhanced privacy protections in 2025, Google has suddenly reversed course on its long-promised plan to phase out third-party cookies. The company announced on July 22, 2024, that it will not follow through with the cookie phase-out that was planned for early 2025, despite years of public commitments to do so.

Google’s decision means Chrome users won’t get the promised chance to opt out of tracking. The company has canceled plans for a “user choice” button that would have let people block third-party cookies with a simple prompt. These cookies track users’ activities across websites and are widely used by advertisers to target ads.

The reversal follows repeated delays and technical problems with Google’s Privacy Sandbox initiative. This project was supposed to create privacy-friendly alternatives to cookies without harming ad-supported websites. However, the initiative faced ongoing setbacks and couldn’t gain industry-wide adoption.

For everyday Chrome users, the impact is straightforward: nothing will change. They’ll continue to be tracked by third-party cookies just as they have been for years. The promised privacy controls won’t arrive, and users won’t see the planned prompts informing them of their tracking choices. The lack of user opt-out option for cookies in Chrome represents a significant shift in Google’s approach to privacy.

Advertising companies and website publishers have responded with mixed feelings. Many were relieved they won’t need to suddenly change their business models, but others had already invested in preparing for a cookie-free future. The uncertainty has left many companies questioning how to proceed with privacy innovations.

Google says it remains committed to improving privacy through its Privacy Sandbox, but without the deadline pressure of cookie deprecation. The company will continue developing privacy features while balancing publishers’ business needs.

This policy flip-flop comes amid intense scrutiny from regulators concerned about Google’s market power in digital advertising. Privacy advocates worry that without the promised opt-out functionality, Chrome users have lost a significant opportunity to control how they’re tracked online. Industry executives have expressed frustration over delays and unclear timelines throughout Google’s privacy reform process.