Google has recently announced stricter AdSense consent rules for users in Switzerland, in an effort to comply with the EU User Consent Policy. This update will take effect on July 31 and applies to ads served to users not only in Switzerland but also in the EEA and UK.
The new requirements set by Google mean that publishers must now either use a certified Consent Management Platform (CMP) that integrates with the Transparency and Consent Framework (TCF), or implement the ‘ivt’ parameter in ad requests for invalid traffic-only cookies and local storage. Failure to comply with these rules will result in search ads not being served to Swiss traffic.
This update is significant as it requires advertisers to be more proactive in their approach to user privacy and consent. It has far-reaching implications for their digital advertising strategies in European markets. Advertisers will need to review their consent management tools and consider legal advice to ensure compliance with these new rules.
This move by Google aligns Switzerland with existing consent management practices for online advertising in the EEA and UK. It reflects the evolving regulatory landscape in Europe, where data privacy and user consent have become increasingly important.
Overall, this update signifies a shift in responsibility from Google to publishers for consent management. It highlights the need for advertisers to be more mindful of user privacy and consent, and to adapt their strategies accordingly. Advertisers should prioritize compliance with these new rules to ensure that their search ads continue to be served to Swiss traffic.
In conclusion, Google’s stricter AdSense consent rules for users in Switzerland mark an important step towards stronger user privacy protection and compliance with EU regulations. Advertisers must now take a more proactive approach to obtaining user consent and should review their consent management tools to ensure compliance. This update brings Switzerland in line with consent management practices already established in the EEA and UK, reflecting the evolving regulatory landscape in Europe.
