Google finally has a solution for one of Chrome's 'annoying problem': All the details

Google Chrome

Google is introducing a major update to its Chrome browser that will automatically disable notifications from websites you no longer engage with. The move is designed to make browsing less intrusive and more focused, putting an end to the barrage of unwanted alerts that often clutter the user experience.

The new feature, rolling out for Chrome on both Android and desktop, expands upon the existing Safety Check functionality that already revokes permissions for camera and location access from websites you have stopped visiting. Now, Chrome will apply the same principle to browser notifications. If a site has been sending frequent alerts without any response or engagement from you, Chrome will quietly revoke its notification permissions.

Google’s internal analysis shows that notifications, while originally meant to enhance user interaction, have largely turned into a source of frustration. According to the company, fewer than one percent of all browser notifications actually receive user engagement. That figure highlights how most alerts are either irrelevant or spam-driven. The company has implicitly acknowledged that the feature was poorly implemented in its early days, as websites often used notifications as marketing tools rather than genuine updates.

The new system will not apply universally, though. Web apps installed on your device will retain their permissions since they are typically more trusted and useful to the user. The change is aimed specifically at spam-heavy sites that misuse notifications to drive engagement. Google expects this will push such sites to rethink how frequently they send alerts, ensuring they don’t lose access to their audience altogether.

Users will be notified whenever Chrome revokes a site’s permission to send notifications, giving them the choice to restore it if they wish. For those who prefer not to have Google automatically make these decisions, the feature can be turned off in the browser’s settings. The company also reassured that testing during the pilot phase showed no significant drop in user clicks, proving that most people had already tuned out from these constant pop-ups.

This new update reflects Google’s ongoing efforts to balance functionality with privacy and usability. Over the past few years, Chrome has integrated more tools that give users control over data permissions, third-party tracking, and intrusive notifications. The browser now aims to provide a cleaner, distraction-free experience while maintaining the flexibility for users who prefer to customise their browsing environment.

Google’s decision aligns with a growing trend among major tech companies to give users more control over digital interruptions. Apple faced similar complaints on iPhones, which led to the introduction of features that bundle notifications into daily summaries or allow users to mute them directly. By taking a similar approach, Google is signalling that the age of constant notification spam may finally be nearing its end.