Google gives users a new option: "Don't understand"

Google will let you decide if you want to be tracked online. But it's not certain that your choice plays any role. I don't think users really understand what this is about, says Peter Mackhé, media expert at the interest organization Sweden's Advertisers.

» Published:

Google gives users a new option: "Don't understand"
Photo: Jeff Chiu/AP/TT

Share this article

Google will let you decide if you want to be tracked online. But it's not certain that your choice will play any role.

I don't think users really understand what this is about, says Peter Mackhé, media expert at the interest organization Sweden's Advertisers.

Google has changed its mind. For several years, the internet giant has been working on removing cookies that track you online from the company's web browser Chrome.

The company has been working on another solution, called privacy sandbox, which according to the company will better protect users' online integrity. But on Monday, the internet giant announced that work on the "sandbox" is being down-prioritized, in favor of refocusing on today's tracking through cookies. Now it's up to the users to decide if they want to accept being tracked by cookies or not.

"Worse experience"

According to Google, all users will get to make an "informed choice" about cookies going forward.

Many don't know what third-party cookies are, says Peter Mackhé and continues:

Meta did something similar a few months ago here in the EU. Then it was roughly "if you don't say yes to us collecting your data, you'll get a worse user experience". Google will have to design this in a very good way if they want to avoid being attacked by consumer organizations.

Will those who choose not to be tracked really not be tracked, in advertising contexts?

I don't think users really understand what this is about. They get the information about what you do online anyway, then they say they won't track you. Okay, who can control that? Recently, it came from the USA that even among those who surfed in private mode had data about them leaked.

"Not so informed"

According to Peter Mackhé, Google's U-turn on cookies is a way to adapt to new and potential future laws on security and integrity online. But also due to criticism that Google has a monopolistic position.

The regulation in the area is scattered, depending on which authority or nation is responsible for supervision.

Consumers are not so informed about this. But lawmakers are not so informed either, says Peter Mackhé.

Exactly when Google's "new" choice regarding tracking with the help of cookies will be rolled out is not known.

Tags

Author

TTT
By TTEnglish edition by Sweden Herald, adapted for local and international readers

More news

Microsoft Announces $30 Billion Investment in UK Cloud and AI Infrastructure

Microsoft Announces $30 Billion Investment in UK Cloud and AI Infrastructure

US Stock Market Sees Slight Decline Amid Retail Sales Data

US Stock Market Sees Slight Decline Amid Retail Sales Data

Trump Extends TikTok Deal Deadline to December 16

Trump Extends TikTok Deal Deadline to December 16

NHTSA Investigates 174,000 Tesla Cars Over Door Handle Issues

NHTSA Investigates 174,000 Tesla Cars Over Door Handle Issues

Ford Cuts 1,000 Jobs at Cologne Factory Amid Weak Electric Car Demand

Ford Cuts 1,000 Jobs at Cologne Factory Amid Weak Electric Car Demand

Swedish Households Shift from Borrowing to Diverse Savings Strategies

Swedish Households Shift from Borrowing to Diverse Savings Strategies

German Investor Confidence Surges Unexpectedly in September

German Investor Confidence Surges Unexpectedly in September

Norway Forecasts Limited Interest Rate Cuts Amid Economic Growth

Norway Forecasts Limited Interest Rate Cuts Amid Economic Growth

H&M Stock Rises Amid Stockholm Market Decline

H&M Stock Rises Amid Stockholm Market Decline

Gold Buyer Guldbrev to List on Stockholm Stock Exchange Amid Criticism

Gold Buyer Guldbrev to List on Stockholm Stock Exchange Amid Criticism

Financial Supervisory Authority Reviews SSAB's 33.3 Billion Kronor Write-Down

Financial Supervisory Authority Reviews SSAB's 33.3 Billion Kronor Write-Down

Weakening Dollar: Key Considerations for Investors

Weakening Dollar: Key Considerations for Investors

Asian Stock Markets Rise Following Trump's Trade Talks Update

Asian Stock Markets Rise Following Trump's Trade Talks Update

Court Rules Fed Member Lisa Cook Can Stay Amid Trump's Challenge

Court Rules Fed Member Lisa Cook Can Stay Amid Trump's Challenge

Tesla Stock Surges 3.6 Percent Boosting Wall Street Indexes

Tesla Stock Surges 3.6 Percent Boosting Wall Street Indexes

Trump Proposes Ending Quarterly Reports for Wall Street Companies

Trump Proposes Ending Quarterly Reports for Wall Street Companies

EU Regulators Seek Stricter Crypto Supervision by ESMA

EU Regulators Seek Stricter Crypto Supervision by ESMA

Elon Musk Buys $1 Billion in Tesla Shares, Boosting Stock by 7%

Elon Musk Buys $1 Billion in Tesla Shares, Boosting Stock by 7%

China Investigates Nvidia for Competition Law Violations

China Investigates Nvidia for Competition Law Violations

USA and China Agree on Tiktok Deal Framework

USA and China Agree on Tiktok Deal Framework