lipflip – Google is tackling notification fatigue with a new Chrome update for both Android and desktop users. This change comes as part of the company’s broader effort to reduce digital overload while keeping engagement high. The update introduces automatic removal of notification permissions for websites users haven’t interacted with recently.
The system uses user engagement data to decide when to revoke permissions. Chrome will only remove notifications from sites with low interaction and a high volume of push alerts. Web apps that are installed on a device will not be affected. This helps keep essential alerts active while minimizing distractions from less useful sources.
Chrome will notify users when a website loses its notification permission. If you still want to receive updates from a particular site, you can quickly re-enable them. Simply revisit the website and turn notifications back on, or go to the Safety Check section in Chrome settings. Users who prefer complete control can also turn the feature off entirely.
According to Google, testing revealed a sharp drop in unwanted notifications with only a small drop in user interaction. This shows that users were more likely to click alerts they actually wanted, rather than being bombarded by irrelevant updates. The change reflects a smarter approach to user attention in today’s crowded digital space.
Google’s Broader Push for Smarter, Less Intrusive Notifications
This Chrome feature is not an isolated move. It aligns with Google’s broader goal of delivering meaningful notifications across its platforms. In May, YouTube also began testing similar logic. The platform started withholding push notifications from channels users had stopped engaging with, though messages remained available in the YouTube inbox.
Recent studies suggest that more notifications do not lead to more engagement. In fact, they may cause users to tune out completely. Research by the Reuters Institute in June showed that 43% of users who subscribed to news alerts later turned them off. This was mostly due to too many or irrelevant notifications.
Major news outlets such as CNN, The New York Times, and The Financial Times were included in the study. The results underline the importance of relevance in digital communication. Users want control and meaning—not volume—when it comes to alerts.
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Google’s new feature in Chrome addresses this directly. By automatically reducing low-value alerts, it prioritizes user focus and promotes a healthier relationship with digital content. This update reflects a deeper understanding of user behavior and preferences, reinforcing Google’s role as a leader in user-first design. As push notifications continue to evolve, expect more platforms to adopt similar systems. Reducing noise while maintaining value will likely become a standard across browsers, apps, and news services.