The Competition and Markets Authority (CMA) said the search engine has now signed up to legally binding rules designed to inhibit Google extending its market dominance even further in online advertising.
Regulators will have an oversight position to ensure Google’s 'Privacy Sandbox' plan avoids squeezing competition when removing third-party cookies on its Chrome browser.
The commitments, which run for six years, include the CMA and Information Commissioner’s Office (ICO) working with Google during the development and testing of the new Sandbox proposals.
Regulators said they want to ensure the changes protect consumers both from competition and privacy and will not be put into action prior to a series of testing phases.
Google has already delayed rollout of the plans until 2023 and aims to introduce the new proposals globally if they are successfully implemented in the UK.
In a statement, Google said: “We’re pleased that today the CMA has accepted...