Computer Configuration > Administrative Templates > Google Chrome
Both
HKLM\Software\Policies\Google\Chrome
Setting the policy pre-configures up to 10 custom shortcuts on the Google Chrome New Tab page. If set, users will see these shortcuts by default, in addition to their personal shortcuts. Users can control visibility of their organization's shortcuts on the "Customize Chrome" panel. Shortcut URLs must be unique. If allow_user_edit is set to true, users can change the name of the shortcut. If set to false or unset, users cannot edit the name. If allow_user_delete is set to true, users can remove the shortcut. If set to false or unset, users cannot remove the shortcut. See https://cloud.google.com/docs/chrome-enterprise/policies/?policy=NTPShortcuts for more information about schema and formatting. Example value: [ { "name": "Google", "url": "https://www.google.com" }, { "name": "YouTube", "url": "https://www.youtube.com" }, { "name": "Google Drive", "url": "https://www.drive.google.com", "allow_user_edit": true, "allow_user_delete": true } ]