Google's ultimate goal is for all sites to use HTTPS encryption.
According to Google, they had previously refrained from using the red "not secure" badge simply because there were too many HTTP websites around, which would probably cause a bit of a panic if users kept seeing that the websites they visited were not secure.
Google's first stab at labelling non-encrypted sites came in the form of a discreet "i" icon, which users could click to find out more.
Since October 2017, Chrome has marked HTTP pages as not secure whenever they are accessed via the browser's Incognito mode.
"When you load a website over HTTP, someone else on the network can look at or modify the site before it gets to you". This stance will now be accelerated by the release of the new Chrome 68 in July. As users will most likely turn to sites that are HTTPS protected, web developers will also most likely upgrade their sites to counter the loss of web traffic.
Now over 68% of Chrome traffic on Android and Windows is protected while over 78% is encrypted on Chrome OS and Mac. "Chrome will roll this out over time, starting by removing the "Secure" wording and HTTPS scheme in September 2018 (Chrome 69)". The latest development will not affect sites that are now using the HTTP standard. Since obtaining HTTPS has become much cheaper and easier these days, such changes were bound to take place.