The Movement for an Open Web (MOW) has lodged a formal submission to the UK Competition and Markets Authority (CMA) regarding Google's recent decision to phase out third-party cookies from its Chrome browser. MOW argues that Google's proposals are a veiled attempt to introduce a third-party cookie ban that would do little to alleviate competition concerns.

According to MOW, any changes should be delayed until ongoing antitrust investigations in the US, EC, and UK are completed. Google's new plan, dubbed 'informed choice', would allow users to decide whether to accept third-party cookies. However, MOW views this as a covert attempt to introduce a cookie ban.

Co-founder of MOW, Tim Cowen, said: "This latest gambit by Google is an attempt to pull the wool over the regulator's eyes and introduce a cookie ban via the back door. Google doesn't have the right to impose data choices on other website owners - any opt-in should be restricted to choices about data on Google's own services. If they do insist on introducing a broader choice of this sort it's important to remember that asking permission about third party cookies is still discriminatory - what Google would need to do is to ask users whether they want any cookies - including Google's first party cookies."

MOW argues that Google's history of using 'dark patterns' to influence user choices could lead to a mass opt-out of third-party cookies, resulting in an anti-competitive outcome similar to a full cookie ban. MOW has questioned Google's right to impose a blanket cookie opt-in within their browser, arguing that individual website terms and conditions should be where such choices are made.

MOW's letter to the CMA also highlights the potential long-term impact of Google's plans on other antitrust inquiries currently facing the tech giant. Founded in 2020, MOW has had a significant impact on the global debate in this area. It was the initial complainant in both the CMA's investigation into Google's GPS and in the European Commission's Statement of Objections to Google's dominance of the advertising technology industry.