Noyb, an Austrian non-profit focused on digital privacy rights, has filed a complaint with European Union (EU) antitrust regulators, accusing Google of using its Privacy Sandbox initiative to track users without their consent.
Background
Google’s Privacy Sandbox is a suite of technologies designed to replace third-party cookies, which have been widely used for user tracking. Noyb argues that these technologies, such as Federated Learning of Cohorts (FLoC), still allow Google to track users’ online activity and create highly detailed profiles about them.
Specific Allegations
Noyb’s Complaint
Noyb’s complaint alleges that Google’s Privacy Sandbox initiative violates EU antitrust laws because it stifles competition by giving Google an unfair advantage in the digital advertising market. The non-profit also argues that it violates the EU’s General Data Protection Regulation (GDPR) by tracking users without their explicit consent.
EU Authorities’ Response
The EU antitrust regulators have confirmed that they have received Noyb’s complaint and are reviewing it. They have not yet announced any formal investigation or action.
Impact on Privacy Sandbox
Noyb’s complaint has cast a shadow over the rollout of Google’s Privacy Sandbox. It remains to be seen how the EU authorities will respond to the allegations and whether they will impact the implementation of these technologies.
Conclusion
Noyb’s complaint raises serious concerns about the privacy implications of Google’s Privacy Sandbox initiative. The outcome of the EU antitrust investigation could have significant implications for the future of user tracking and digital advertising.
Kind regards M. Martin.
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