Upcoming Consent Management Requirements for Serving AFS Ads in Switzerland

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Beginning 31 July 2024, to comply with the EU User Consent Policy, partners using our Search Ads publisher products (AdSense for Search, AdSense for Domains and Programmable Search Engine) when serving ads to users in Switzerland (in addition to the EEA and the UK) will be required to either:

  • Use a certified CMP that integrates with the TCF, or;
  • Implement the ivt parameter in your ad request indicating that you wish to allow ads that use an invalid traffic-only cookie & local storage on both consented and unconsented traffic.

After this date, if you send our Search Ads publisher products an ad request for Swiss traffic, and it does not use a Google-certified TCF CMP or include the ivt parameter, then search ads will not be served.

Partners are legally responsible for the tools they use to gather consent, including consent for how they use cookies & local storage in online advertising. Implementing this parameter is optional. You should consider whether to implement the new parameter, taking into account legal advice, relevant regulations, and applicable regulatory guidance.

We will continue to support your transition as you prepare for the new requirements. Review the new Google consent management requirements for serving ads in the EEA, the UK, and Switzerland (for publishers) for further details, including the full list of certified CMPs. If you’re already working with a certified CMP for your EEA and UK traffic, please reach out to them to ensure they have plans to support the TCF on Swiss traffic.

EU User Consent Policy

If your agreement with Google incorporates this policy, or you otherwise use a Google product that incorporates this policy, you must ensure that certain disclosures are given to, and consents obtained from, end users in the European Economic Area along with the UK. If you fail to comply with this policy, Google may limit or suspend your use of the Google product and/or terminate your agreement.

Properties under your control
For Google products used on any site, app or other property that is under your control, or that of your affiliate or your client, the following duties apply for end users in the European Economic Area along with the UK.

You must obtain end users’ legally valid consent to:

  • the use of cookies or other local storage where legally required; and
  • the collection, sharing, and use of personal data for personalization of ads.

When seeking consent you must:

  • retain records of consent given by end users; and
  • provide end users with clear instructions for revocation of consent.

You must clearly identify each party that may collect, receive, or use end users’ personal data as a consequence of your use of a Google product. You must also provide end users with prominent and easily accessible information about that party’s use of end users’ personal data.

Properties under a third party’s control
If personal data of end users of a third party property is shared with Google due to your use of, or integration with, a Google product, then you must use commercially reasonable efforts to ensure the operator of the third party property complies with the above duties. A third party property is a site, app or other property that is not under your, your affiliate’s or your client’s control and whose operator is not already using a Google product that incorporates this policy.

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