ClickCease Alert: Australian Non-Profit Accuses Google Privacy Sandbox

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Alert: Australian Non-Profit Accuses Google Privacy Sandbox

Wajahat Raja

June 25, 2024 - TuxCare expert team

Google’s initiative to phase out third-party tracking cookies through its Google Privacy Sandbox has encountered criticism from Austrian privacy advocacy group noyb (none of your business). The non-profit alleges that Google’s proposed solution still facilitates user tracking, albeit in a different form.

Allegations of Misleading Practices


According to noyb, Google’s Privacy Sandbox, marketed as a privacy enhancement, continues to enable user tracking within the Chrome browser itself. The organization argues that users are misled into consenting to first-party ad tracking under the guise of activating a privacy feature. This claim forms the basis of a complaint filed by noyb with the Austrian data protection authority.

Google Privacy Sandbox and Its Objectives


Google Privacy Sandbox was introduced by Google as a framework to combat covert tracking techniques while allowing websites to deliver personalized ads based on anonymized data. Despite Google’s efforts to enhance user privacy, the initiative has faced setbacks and delays in its implementation timeline.

Initially planned for early adoption in 2024, Google has begun testing by deprecating third-party tracking cookies for a small percentage of Chrome users worldwide. This phased approach is part of Google’s strategy to address feedback from regulators and developers before wider implementation.

Criticism of Consent Practices


Noyb has criticized Google’s approach to obtaining consent, accusing the company of utilizing “dark patterns” to manipulate consent rates. This tactic allegedly misleads users into believing they are protected from ad tracking while still agreeing to Google’s first-party ad tracking methods. Such practices, according to noyb, violate principles of transparency and fairness required under data protection laws.

Legal and Ethical Implications


Max Schrems, the founder of noyb, emphasized that while Privacy Sandbox might represent a less invasive tracking method compared to third-party cookies, it does not absolve Google from complying with stringent data protection regulations in Europe. He argued that Google’s practices fail to meet the legal standards of informed and fair consent, drawing a parallel to theft where reducing harm does not justify the act itself.

Google’s Response and Industry Context


In response to these allegations, Google defended Privacy Sandbox, highlighting it as a significant improvement in privacy compared to existing technologies. The company reiterated its commitment to finding a balanced solution that satisfies all stakeholders, including users, advertisers, and regulatory bodies. The organization adopted advanced cybersecurity techniques to fortify its digital defenses against evolving threats.

Past Actions and Industry Precedents


This isn’t the first time noyb has taken action against tech giants for alleged privacy breaches. Earlier this year, the organization filed complaints against companies like Meta and OpenAI, citing similar concerns over data protection practices. These cases reflect growing scrutiny from European watchdogs towards how tech firms handle user data and comply with GDPR requirements.



The controversy surrounding Google’s Privacy Sandbox underscores ongoing debates about digital privacy and consent in an increasingly data-driven economy. As regulatory scrutiny intensifies, companies like Google face mounting pressure to uphold user privacy standards while navigating complex advertising ecosystems. 

In summary, while Google aims to innovate with Privacy Sandbox, concerns raised by noyb highlight the importance of transparent and ethically sound practices in the development of privacy-enhancing technologies.


The sources for this piece include articles in The Hacker News and The Register.

Alert: Australian Non-Profit Accuses Google Privacy Sandbox
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Alert: Australian Non-Profit Accuses Google Privacy Sandbox
Learn why an Australian non-profit accuses Google Privacy Sandbox of facilitating user tracking. Stay informed, stay secure.
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