Chrome's existing “quieted” notification prompt (Source: 9to5Google)
Google is taking a more aggressive approach to combating notification spam. A new code change in Chrome will allow the browser to revoke a website's permission to send notifications and block future attempts at asking for permission. Right now, Chrome's protections only convince you not to give that permission, but the choice is still left to you to accept.
This change will affect what it calls the "disruptive" sites. It is unclear if it will be similar to the existing lists of sites you may have quieted or if this is a separate deterrent. As 9to5Google noted, it looks like Google just wants to keep Chrome spam-free.
Of course, the challenge to this approach is the role Google plays in moderating which sites can or can't send notifications. But we're guessing it might be possible to disable notification block protections when it does role out.
Google justifies this feature by saying the disruptive type of notifications violates its Developer Terms of Service, which mentions not using Google API to send any form of spam. But as 9to5Google said, Chrome notifications aren't powered by Google-specific API.
That point aside, a Google spokesperson has mentioned how its users have been complaining about the notification spam on the browser. And they say they are "acting on behalf of users to protect their interests, and is an intervention that is under user control and discretion."
For many people, it does seem like a positive move from the company. Who likes being bombarded by spam when you just want to use your browser? But you can't also discount the concern about how Google decides who can and can't use the feature.