Google Eliminates Cookie Prompts in Chrome, Enhances Incognito Mode with IP Protection
Published on April 23, 2025
- Google introduced IP protection in the Chrome web browser’s incognito mode.
- The tech giant also announced that cookie consent prompts will no longer be displayed for Chrome users in the European Union.
- Part of the ongoing Privacy Sandbox initiative, these updates reflect Google's vision for a privacy-enhanced yet ad-supported web ecosystem.
Google has unveiled its latest update to privacy and security in Chrome, announcing the upcoming launch of IP Protection in Incognito mode for Q3 2025. At the same time, it will not proceed with implementing a standalone cookie prompt for third-party cookies.
Starting this month, Chrome users in the European Union will no longer encounter the cookie consent pop-ups. However, it maintains its existing approach to offering users cookie preferences via Chrome's Privacy and Security Settings.
Instead, users will retain the ability to manage third-party cookie preferences through Chrome’s Privacy and Security Settings. Google VP Anthony Chavez highlighted that evolving market dynamics, privacy technologies, and regulatory landscapes influenced this revised approach. Â
To further prioritize user privacy, Google will expand protections in Chrome's Incognito mode, which already blocks third-party cookies by default. The new IP Protection feature, scheduled for launch in Q3 2025, will shield users' online identities against potential tracking.Â
Google continues its engagement with industry partners, advertisers, publishers, and regulators to refine and implement privacy-centric technologies powered by Privacy Sandbox APIs.
Google has committed to making Chrome a leader in secure browsing with features like Safe Browsing, AI-powered security measures, password protections, and the upcoming IP Protection in its Incognito mode.
These efforts come as part of a broader trend toward adopting privacy-enhancing technologies (PETs) to meet growing demands for secure online experiences. Companies leveraging Privacy Sandbox APIs are encouraged to adapt to these updates, as future announcements regarding planned investments and roadmaps are expected.
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