Google will not roll out a new standalone prompt for third-party cookies in Chrome. This means users won’t see any drastic interface changes in how they manage cookies on the browser. Instead, Google will let users choose whether to allow or block third-party cookies using the existing Privacy and Security Settings. “Users can continue to choose the best option for themselves in Chrome's Privacy and Security Settings,” wrote Anthony Chavez, VP of Google's Privacy Sandbox.

The update was shared as part of Google’s broader Privacy Sandbox initiative—a project the company has been working on since 2019. In July last year, Google said it would launch a new feature in Chrome that enables users to make informed privacy choices across their browsing experience, rather than phasing out third-party cookies entirely. This came after concerns from advertisers that eliminating third-party cookies would make them overly reliant on Google’s database and limit their ability to gather personalized ad information.

Google is now adjusting its course based on shifts in the ad tech and regulatory landscape. Chrome is not forcing users into new decisions through prompts. Instead, Google is doubling down on user choice, letting people opt in or out of third-party cookies through familiar settings.

A response to the regulatory and tech environment

Google’s decision appears to be shaped by increasing global privacy regulations, a fast-evolving AI privacy tech landscape, and differing opinions among stakeholders. Since it entered discussions with the UK’s Competition and Markets Authority (CMA) and the Information Commissioner’s Office (ICO) in 2022, the company has faced pressure to design privacy tech that works for both users and the ad industry.

More Incognito protections and a new feature are on the way

Google says third-party cookies remain blocked by default for users browsing in Chrome’s Incognito mode. The company is also launching IP Protection in Incognito mode in Q3 2025. Additionally, it will introduce more technologies like Safe Browsing, Safety Check, built-in password protections, AI-powered security features, and more to enhance Chrome’s overall privacy and safety offerings.

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