Google says it will not eliminate third-party cookies from its Chrome browser. 

The decision marks a significant shift from the company's long-standing commitment to improving user privacy online.

In a blog post, Google declared it would not proceed with the previously planned “deprecation of third-party cookies”, and will instead introduce a new feature in Chrome that will “allow people to make an informed choice that applies across their web browsing”.

Cookies are small text files stored in an internet browser or device when a user visits a website. 

They serve various purposes, primarily tracking browsing behaviour to provide a more tailored online experience. These cookies can collect a range of personal data, including website names, browsing history, preferences, IP addresses, and even phone numbers and addresses.

Third-party cookies, the specific type Google initially intended to phase out, are primarily used for tracking user activities across different websites. This tracking allows advertisers to gather data and create highly personalised advertisements. 

Google's advertising model heavily relies on these cookies to serve and render ads, personalise them, and integrate other services like YouTube to enhance user experience with more relevant recommendations and tailored home pages.

Google's plan to phase out third-party cookies faced scrutiny from various regulatory bodies, including the UK's Competition and Markets Authority (CMA). The CMA feared that removing cookies could harm competition in digital advertising, giving Google an unfair advantage.

Anthony Chavez, Vice President of the Privacy Sandbox initiative at Google, said the company remains committed to providing users with control over their data. 

“Instead of deprecating third-party cookies, we will introduce a new experience in Chrome that lets people make an informed choice that applies across their web browsing, and they can adjust that choice at any time,” Chavez explained.

Since 2019, Google has been working on the Privacy Sandbox initiative, aiming to enhance online privacy while supporting the digital economy. This initiative promised innovations to protect user privacy while delivering effective results for advertisers and publishers.

The use of cookies, particularly third-party cookies, is subject to various international regulations. 

The European Union's General Data Protection Regulation (GDPR) mandates that companies obtain explicit consent from users before storing cookies. 

This law is designed to enhance user privacy and data protection, with non-compliance resulting in substantial fines. In contrast, Australia does not require such consent, though this could change as global privacy standards evolve.

The safety of accepting third-party cookies depends on the website's reliability. 

Norton, a leading internet security company, advises caution. It says users should consider who might access their data and the potential uses of that data.