It follows similar moves by Apple last year with the rollout of iOS 14.5 that allowed users to block apps on their device from tracking them across the web.
The plan will limit sharing of user data with third parties and operate without cross-app identifiers, including advertising ID. They will also look at ways to limit “covert data collection” by apps and services.
The changes will initially be optional for developers to take advantage of so they have time to adjust to the new model.
Google had already tried a similar initiative with its Chrome browser with plans to block third party cookies from next year.
The Competition and Markets Authority (CMA) expressed concern that the move could distort the market and wanted Google to ensure that the proposals will not favour its in-house advertising platform over other firms.
Last week, the CMA said it had received a commitment from the search giant to allow it to be involved in the development and testing...