United Kingdom: Published CMA Industry Testing Guidelines

On 29 June 2023, the UK Competition and Markets Authority (CMA) published its guidance to third parties on testing the Privacy Sandbox. In the fourth quarter of 2023 and the second quarter of 2024, Google will be testing the effectiveness of its Privacy Sandbox. In addition to the tests, the CMA also invites third-party market participants, such as advertisement technology enterprises, publishers, and advertisers, to conduct testing as well and to hand in their evidence. The guidance sets out more detailed information on testing, two approaches to testing, and the metrics the CMA requires and will be using. Third-party market participants may send their responses to the CMA until the end of the second quarter of 2024.