Publisher impact and strategies

The change will affect sites that use the FileSystem API to intercept Incognito Mode sessions and require people to log in or switch to normal browsing mode, on the assumption that these individuals are attempting to circumvent metered paywalls.

Unlike hard paywalls or registration walls, which require people to log in to view any content, meters offer a number of free articles before you must log in. This model is inherently porous, as it relies on a site’s ability to track the number of free articles someone has viewed, typically using cookies. Private browsing modes are one of several tactics people use to manage their cookies and thereby "reset" the meter count.

Sites that wish to deter meter circumvention have options such as reducing the number of free articles someone can view before logging in, requiring free registration to view any content, or hardening their paywalls. Other sites offer more generous meters as a way to develop affinity among potential subscribers, recognizing some people will always look for workarounds. We suggest publishers monitor the effect of the FileSystem API change before taking reactive measures since any impact on user behavior may be different than expected and any change in meter strategy will impact all users, not just those using Incognito Mode.

Our 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. We remain open to exploring solutions that are consistent with user trust and private browsing principles.