google started the week with another complaint.
This time it’s a group of German publishers and advertisers calling on the European Union (EU) to halt the search giant’s plan to end the use of third-party cookies, The Financial Times Dworn on Monday (January 24).
Political Editor Axel Springer and hundreds of publishers, advertisers and media groups have complained to Margrethe Vestager, the European Commissioner for Competition. It alleges that Google is breaching EU law with its decision to end third-party cookies from the Chrome browser within the next year.
According to critics, the result will prevent advertisers, publishers and others from analyzing user preferences as they browse content online. It would kill the way sectors generate revenue, they claim.
Axel Springer was joined by others, including the German Federal Association of Digital Publishers, according to a 108-page complaint. They allege Google’s planned changes will harm their businesses by allowing the search giant to collect user data in a way that won’t impact their advertising-based search business.
The complaint is the latest effort to try to force an investigation into Google, which could result in fines of up to 10% of global revenue. The tech giant has already been hit with more than 8 billion euros ($9 billion) in fines in three different antitrust cases since 2012.
In response, Google said many other platforms and browsers have stopped supporting third-party cookies, while Google is the only one doing so openly and in consultation with regulators.
The complaint comes as the Senate Judiciary Committee voted last week to advance the US Online Innovation and Choice Act. The bipartisan measure aims to prevent Big Tech companies from favoring their own services over others.
Read more: Big Tech’s Three Biggest Regulatory Threats