Google Chrome team has rolled out settings for “Federated Learning of Cohorts” (FLoC) in the latest Chrome Canary build. This feature allows users to check and control their FLoC settings. Users can now easily opt-out from FLoC without disabling the third-party cookies (which was the only way to disable FLoC earlier).
As of now, the FLoC and Privacy Sandbox features are available in the latest Chrome Canary (v 93.0.4528.0 or later) and hidden behind a Chrome flag,
How to Enable FLoC settings in Chrome
- Enable the Chrome flag
chrome://flags/#privacy-sandbox-settings-2, and restart the browser.
- Open Privacy Sandbox page (
chrome://settings/privacySandbox) by visiting the Settings > Privacy and security > Privacy Sandbox.
- Now, you can find the settings to enable or disable “Privacy Sandbox trials” and “FLoC”.
- Moreover, you can see and reset the cohort (group) assigned to you. Google says that this group setting is updated every 7 days.
When this control is on and the status is active, Chrome determines which large group of people, or “cohort,” your recent browsing activity is most similar to. Advertisers can select ads for the group, and your browsing activity is kept private on your device. Your group is updated every 7 days.
Note that this feature is currently under development, and the FLoC trail itself is available only in select countries for a small set of users. The regular stable version of Google Chrome is likely to get this feature in the coming weeks.
It is important to mention here that many other browser vendors and organizations have already announced to not support FLoC. This includes Brave, Vivaldi, WordPress, Joomla, EFF etc. EFF team has also made a website, Am I FLoCed?, where users can check if they are enrolled in Google’s FLoC testing.