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Meta questions UK ICO’s stance after cookie-alternative analysis

By Patricia Figueiredo ( October 27, 2025, 16:32 GMT | Insight) -- Meta has questioned the UK privacy regulator's support for privacy-enhancing technologies, in light of its analysis of the company's proposed cookie alternative. The Information Commissioner’s Office concluded that Meta’s Privacy Preserving Attribution system — designed to measure ads without tracking users — still requires user consent. Meta said the sandbox should promote innovation, not just provide compliance advice, and that it would continue developing the experimental technology through a consortium with other tech companies.Meta has expressed disappointment with the UK privacy regulator over what it sees as a disconnect between the watchdog’s encouragement of privacy-enhancing technologies, and the conclusions of its final sandbox report on the company’s proposed cookie alternative....

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