Google tests Stricter Third-Party Cookie Blocking in Chrome Incognito

Google is experimenting with a new feature in Chrome Canary that improves privacy by blocking third-party cookies (TPCs) in Incognito mode by default. This feature is being tested behind the “Block TPCs in Incognito” flag.

Till now, Chrome’s Incognito mode provided users with an option to block third-party cookies, offering manual control over their usage. The setting was displayed as:

“Block third-party cookies. When on, sites can’t use cookies that track you across the web. Features on some sites may break.”

However, with this new flag enabled, Chrome now enforces third-party cookie blocking in Incognito mode by default. Instead of allowing manual control, the browser now displays the following message at the bottom of the screen:

“Third-party cookies are blocked. When you’re in Incognito mode, sites can’t use third-party cookies. If a site that relies on these cookies isn’t working, you can try giving that site temporary access to third-party cookies.”

The flag description reads “Block TPCs in Incognito.” Here, TPC means third-party cookies.

Google notes to add “[CCM] Add a feature flag” in a commit message. Here, CCM could be an internal name for “Cookie Controls Management,” “Cookie Consent Message,” or something else.

What This Means for You?

Users in Incognito mode will now have stricter protections against cross-site tracking. You can still grant temporary access to third-party cookies for specific sites that may not function properly without them. If testing proves successful, Google may introduce this change in the stable version of Chrome.

Google has been working on phasing out third-party cookies in Chrome for a while now. Initially, they planned to complete the removal by the end of 2024, but the timeline has shifted to address concerns from regulators and industry stakeholders. They are developing the “Privacy Sandbox” initiative to provide privacy-preserving alternatives to third-party cookies.

That’s not all—Google is redesigning Chrome’s “Delete browsing data” dialog and looking to make Incognito searches faster. Additionally, Chrome could use AI to automatically change passwords compromised in data leaks.

What’s your take on Google enforcing Third-Party cookie blocking by default in Chrome incognito mode? Let us know your thoughts in the comments below.