Google has begun testing changes to the way companies are able to track users online.
A new feature in the Chrome browser disables third-party cookies – small files stored on your device to collect analytic data, personalise online ads and monitor browsing.
It will initially be available to 1% of global users, about 30 million people.
Google describes the changes as a test, with plans for a full rollout to eliminate cookies later this year.
However, some advertisers say they will suffer as a result.
Google’s Chrome is the world’s most popular internet browser.
Rivals such as Apple’s Safari and Mozilla Firefox – which account for far less internet traffic – already include options to block third-party cookies.
Google says randomly-chosen users will be asked if they want to “browse with more privacy”.
Anthony Chavez, Google vice president, said in a blog post: “We’re taking a responsible approach to phasing out third-party cookies in Chrome.
“If a site doesn’t work without third-party cookies and Chrome notices you’re having issues… we’ll prompt you with an option to temporarily re-enable third-party cookies for that website.”
Google says it is working to make the internet more private.
But from the point of view of many websites, cookies are a vital part of selling the advertising on which they depend.
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