Launched in 2020, Privacy Sandbox aimed to overhaul the way user data is collected and used for digital advertising. Instead of tracking individuals through cookies, Google proposed tools like the Topics API, which categorized users based on web behavior while promising stronger privacy protections. Despite this, critics claimed the project would ultimately serve Google’s interests more than users’ privacy or industry fairness.
Privacy groups like the Electronic Frontier Foundation (EFF) warned users that the Sandbox still enabled behavioral tracking, and urged them to opt out. Meanwhile, regulators on both sides of the Atlantic scrutinized the initiative.
In the UK, the Competition and Markets Authority (CMA) investigated the plan over concerns it would restrict competition by limiting how advertisers access user data. In the US, a federal judge recently ruled that Google engaged in deliberate anticompetitive conduct in the ad tech space—adding further pressure on the company.
Originally intended to bring Chrome in line with browsers like Safari and Firefox, which block third-party cookies by default, the Sandbox effort repeatedly missed deadlines. In 2023, Google shifted its approach, saying users would be given the option to opt in rather than being automatically transitioned to the new system. Now, it appears the initiative has quietly folded.
In his statement, Chavez acknowledged ongoing disagreements among advertisers, developers, regulators, and publishers about how to balance privacy with web functionality. As a result, Google will no longer introduce a standalone prompt to disable cookies and will instead continue with its current model of user control.
The Movement for an Open Web (MOW), a vocal opponent of the Privacy Sandbox, described Google’s reversal as a victory. “This marks the end of their attempt to monopolize digital advertising by removing shared standards,” said MOW co-founder James Rosewell. “They’ve recognized the regulatory roadblocks are too great to continue.”
With Privacy Sandbox effectively shelved, Chrome users will retain the ability to manage cookie preferences—but the web tracking status quo remains firmly in place.
