You might run into this issue in a large corporation, where an overzealous Administrator thinks that they know better than Google and therefore try and stop your machine from staying up to date with the latest Google release.
Please note to edit your Registry you need to be a Local Administrator.
To ‘fix’ this issue, it might need to done using a batch script as your policies might get reset on each login or at a set time.
Run the Registry Editor, Start/Run: regedit
Browse to: HKEY_LOCAL_MACHINE\SOFTWARE\Policies\Google\Update
Double-click at the UpdateDefault or DefaultUpdate (depends on what version installed)
Change the 0 to a 1
Exit Registry Editor and return to the Help/About Google Chrome section, your browser will then start to auto update!