Google’s ‘reject all’ cookie button scheme has been welcomed by the German authority.
After its existing approach was found to violate EU legislation, Google’s intention to include a “reject all” button on cookie banners was supported by Hamburg’s top data protection commissioner.
According to the general framework of French Data Protection Authority CNIL,
“rejecting cookies should be as easy as accepting them.”
Google has agreed to make a one-click-button available by default. The button will most likely be published in France first, where it had previously been penalized €150 million.
Hamburg’s Commissioner for Data Protection and Freedom of Information Thomas Fuchs said on Wednesday (6 April) during a presentation of his 2021 activity report that,
“Google has told us that they now want to gradually implement this ‘reject all’ button in the European Union, Switzerland, and the United Kingdom”
Google stated that it would discontinue the use of third-party cookies by 2023. The organization is working on the Topics API, which will eliminate the need for data to be sent to third-party providers or Google’s servers.
About Googles Topics API
For the Google Privacy Sandbox initiative, Google intends to depend on in-house tracking technologies rather than cookies.
Topics API is a Google Privacy Sandbox project component in which Chrome is expected to record the five most important topics that relate to the users’ interests on a weekly basis. These topics are updated weekly, while prior data is erased every three weeks.
What does this mean for advertising?
Advertisers would be able to target their ads depending on the top three topics. According to Google, these settings would be saved locally on the device, with no data sent to third-party suppliers or Google servers. Users will be able to see, modify, or entirely disable their preferred themes.
