A Cookieless Future: The Google Lawsuit and How It Can Impact Your Business
Google has been using third party cookies for user behavior tracking, ad targeting, and analytics for many years. But the new year will be rung in with some change. As of January 2025, they are phasing out third party cookies. In this blog, we’re laying out what cookies are, what they are used for, the changes coming in 2025 and how they may affect you and your business.
A lawsuit was filed against Google, accusing them of engaging in "illicit" tracking practices through the use of cookies and other tracking technologies, often without clear consent from users. The crux of the case is that Google allegedly continues to monitor user activity across the web and even after users have taken steps to protect their privacy, like disabling location tracking or opting out of targeted ads.
Specifically, the lawsuit points to the Google Chrome browser’s use of cookies and how the company has allegedly ignored privacy settings and continued tracking activities across different websites and devices. In addition, it highlights Google’s third-party tracking mechanisms, which involve collecting and sharing data with other entities for advertising purposes, even when users have disabled some of the most invasive tracking methods.
Why Is This Happening Now?
The Google lawsuit is part of a larger shift in how consumers and regulators view digital privacy. Here are some key factors driving the legal action and the broader conversation about cookies:
1. Rising Consumer Privacy Concerns
Over the last decade, there’s been growing awareness and concern about how tech companies track, collect, and use personal data. With high-profile data breaches, scandals like Cambridge Analytica, and the proliferation of intrusive advertising practices, consumers are increasingly wary of how their online activity is being monitored.
As a result, many consumers are taking steps to limit their digital footprint—installing ad blockers, opting out of tracking, and using privacy-focused browsers and search engines like Brave or DuckDuckGo.
2. Stronger Privacy Regulations
New privacy laws have brought tighter scrutiny to tech companies’ data practices. In particular, laws like the GDPR(which came into effect in 2018) and the CCPA (passed in 2018 and enforced in 2020) have given users more rights over their data, including the ability to access, delete, or control how their data is shared with third parties. These laws have created a more robust regulatory environment for businesses, pushing companies like Google to rethink how they handle data.
Moreover, privacy advocates have pushed for even stronger privacy protections, such as the California Privacy Rights Act (CPRA), which updates and strengthens the CCPA, and proposed federal privacy laws in the U.S., which would further enforce transparency and control over personal data.
3. Third-Party Cookie Deprecation
Google itself has been at the forefront of deprecating third-party cookies, in response to privacy concerns. The company’s decision to phase out support for third-party cookies in Google Chrome (expected to be fully implemented by 2024) has been seen as an acknowledgment of the growing demand for greater online privacy. But while Google is removing third-party cookies, it is also developing alternative tracking systems, such as FLoC (Federated Learning of Cohorts), which raised concerns among privacy advocates due to its potential to still allow user data to be shared for advertising purposes.
The lawsuit is partly a response to how Google has handled this shift, with critics claiming that while the company’s actions may be framed as a move toward better privacy, it continues to find new ways to collect and monetize personal data.
4. Increased Scrutiny from Regulators and Advocacy Groups
Privacy advocates, legal experts, and regulators have become increasingly vocal about the practices of major tech companies like Google. Lawsuits like this one are part of a broader push to hold companies accountable for how they collect, use, and share user data. The EU, FTC (Federal Trade Commission), and CCPA regulators have all increased their investigations into data practices in recent years, putting companies like Google under more pressure.
What Does This Mean for Businesses and Website Owners?
For businesses and website owners, the Google lawsuit serves as a reminder that privacy and transparency need to be top priorities when it comes to user data. Here’s why this lawsuit matters:
Privacy Compliance Is Non-Negotiable: If companies like Google, with vast resources, are facing legal challenges for their data practices, smaller businesses should take these issues seriously. Ensuring your website is compliant with GDPR, CCPA, and other privacy laws is critical to avoid potential lawsuits and fines.
Cookie-Free Future: The ongoing phase-out of third-party cookies means businesses need to be prepared for a world where user data is harder to track. Companies will need to pivot to new privacy-first solutions, like using first-party data, contextual advertising, and privacy-focused analytics.
Transparency Is Key: The legal scrutiny surrounding Google highlights the importance of being transparent with users about what data is being collected and how it’s being used. Businesses need clear, concise cookie consent banners, privacy policies, and user controls that allow customers to make informed choices.
Rebuilding Trust: As consumer trust in big tech erodes, businesses that prioritize privacy and build transparent relationships with customers will be better positioned to thrive in the digital age. Privacy-first policies can be a strong selling point and differentiator.
How Focus Marketing & PR Can Help
Navigating the evolving landscape of cookie usage, privacy regulations, and online data collection can be overwhelming. As a marketing and web development agency, we’re here to help you adapt. Here’s how:
Cookie Policy & Consent Management: We can implement cookie consent management tools on your website, ensuring that you comply with the latest privacy regulations like GDPR and CCPA. We’ll help you create clear cookie policies and give users the option to opt in or out of specific cookie usage.
Privacy-First Analytics Solutions: We can implement analytics solutions that prioritize user privacy, such as server-side tracking and first-party data analytics. We’ll help you gather insights while respecting user privacy preferences.
Alternative Advertising Strategies: With third-party cookies being phased out, we can help you transition to new advertising models that don’t rely on invasive tracking. This might include leveraging contextual targeting, first-party data, or Google’s Privacy Sandbox tools for ad personalization.
User Experience Design: We specialize in creating user-friendly websites that respect privacy while still providing a personalized experience. Whether it's remembering user preferences without cookies or offering alternative ways to engage users, we’ll ensure your website is both privacy-conscious and functional.
Ongoing Compliance and Updates: Privacy laws and browser policies are continuously evolving. We can monitor changes in regulations and best practices, updating your website as needed to ensure ongoing compliance and minimize risks.
While the removal of cookies may feel like a disruption, it’s ultimately a step toward a more secure and privacy-conscious internet. Businesses that adapt to these changes will not only comply with the law but will also earn their customers' trust by respecting their privacy.
If you’re unsure how to navigate this shift or need help adapting your website and marketing strategies, we’re here to support you every step of the way. With our expertise in web development, marketing, and privacy compliance, we can help you create a website that thrives in a cookie-less future.
Get in touch with us today to start future-proofing your digital presence.
About Focus Marketing & PR
Focus Marketing & PR is a Colorado-based boutique marketing firm specializing in arming small and medium-sized businesses of any industry with tools to navigate the constantly changing digital world. Give us a call today to discuss your marketing and PR needs; we always offer free consultations. Contact Focus Marketing & PR.