Chrome to Stop Websites From Detecting Browser's Incognito Mode

Google is plugging a loophole in Chrome that can expose to websites whether you're browsing via Incognito Mode.

The decision is bad news for the top media publishers. Many of them use "metered paywalls" to compel incoming visitors to buy a subscription. First you'll be given four or five articles you can read for free each month; then you'll be blocked from accessing anymore unless you pay up.

To circumvent the paywalls, one trick has been to use Chrome's Incognito Mode, which can temporarily reset a browser's internet cookies. The effect can fool a news website into thinking you're an entirely new visitor, and give you access to another round of free articles to read.

However, some publishers have been fighting back by blocking article visits over Chrome's Incognito Mode. Their websites can detect this by examining the browser's "FileSystem" API, which will be disabled when in Incognito Mode.

On Thursday, Google said it plans on closing the API loophole in Chrome 76, which is scheduled to release on July 30. "We want you to be able to access the web privately, with the assurance that your choice to do so is private as well," the company said in a blog post defending the decision.

The tech giant acknowledged the change will affect news publishers with metered paywalls, at time when the media industry is struggling to stay financially afloat. "Our (Google) News teams support sites with meter strategies and recognize the goal of reducing meter circumvention, however any approach based on private browsing detection undermines the principles of Incognito Mode," Google said.

The media lobbying group, the News Media Alliance, is not happy about the upcoming change. "It's disappointing that Google is again unilaterally imposing its will on news publishers," said the group's president, David Chavern in a statement.

"Since incognito browsing circumvents soft paywalls, and therefore free-sampling opportunities, publishers may be forced to build hard paywalls that ultimately make it harder for readers to access news online," he added.

In its defense, Google said: "We remain open to exploring solutions that are consistent with user trust and private browsing principles."