FLoC, the new alternative presented by Google to replace browser cookies, encountered a potentially powerful obstacle in its path: WordPress.

The popular content manager, which gives life to an important fraction of the portals present on the web, could treat this new technology as a security threat.

In general, online advertising bases its recommendations on information it can capture through browsing cookies. Today, web surfers can have greater control over the flow of this information, being able to block the use of this data beforehand in some cases.

FLoC, which stands for Federated Cohort Learning, is the new proposal offered by Google, already implemented in its Chrome browser. Although it promises to be more respectful of the privacy of its users, by treating the information collected only as common groups and not on an individualized basis, it has not managed to gain the trust of the entire Internet.

First DuckDuckGo, Google’s avowed rival, presented its blocking response to FLoC. Now, a similar, but apparently more far-reaching proposal has emerged from the WordPress developer forum.
Block FLoC, a suggestion for WordPress

A proposal emerged in the WordPress developer portal, presented an initiative to block this data tracking mechanism, through a function that can be enabled or disabled from the core of this CMS.

Wodpress block FLoC

This suggestion, submitted by user Carike of the aforementioned portal, also proposes to make this feature retroactive, through an update released as a backport for previous versions, making this eventual implementation extensible not only for the future version 5.8 of this content manager, which is scheduled for release in July this year. If this initiative comes to fruition, it would be implemented in another month.

The justification behind this proposal is based on the right of website users and administrators to align the operation of their portals with their principles and interests.

The origin of this initiative is based on the criticism that this new implementation of Google has received, even citing a report by the Electronic Frontier Foundation, which points out that FLoC could lead to content that violates the rights of certain Internet users, even without express consent.

The impact that the realization of this initiative could have could be high, given the reach of this platform on the web. It is not yet an official proposal, but the emergence of this movement, which would pit one of the Internet giants against one of the most powerful independent forces for content management, is still interesting.

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