Google is updating its consent management requirements for AdSense for search, AdSense for domains, and programmable search engines in Switzerland starting July 31. This update will apply to ads shown to users in Switzerland, as well as the EEA and the UK, in order to comply with the EU User Consent Policy. Two new requirements are being introduced for editors – they must 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 and local storage cookies.
Failure to comply with these requirements will result in search ads not being shown to Swiss traffic. This update signals a need for advertisers to be more proactive in addressing user privacy and consent, which may have significant impacts on their digital advertising strategies in European markets. It aligns Switzerland with existing consent management practices in the EEA and the UK.
Publishers should review their consent management tools and consider legal advice to ensure compliance with these new requirements. Google is now placing more responsibility on publishers to manage user consent, reflecting the evolving regulatory landscape in Europe.
Anu Adegbola, Search Engine Land’s paid media editor, covers paid search, paid social, retail media, video, and more. She has been in the digital marketing industry since 2008, creating strategies, maximizing ROI, automating processes, and improving efficiency in marketing departments through inspiring leadership. In addition to her role at Search Engine Land, she is the founder of the PPC networking event PPC Live, hosts the PPCChat Roundup podcast, and is a brand evangelist at ClickTech.
Anu is also an international speaker, having presented at various conferences such as SMX (USA), SMX (Munich), Friends of Search (Amsterdam), BrightonSEO, and more. Her expertise in paid media and experience in the industry make her a valuable resource for understanding and navigating the changing landscape of digital advertising.
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https://searchengineland.com/google-tightens-adsense-consent-rules-for-swiss-users-443631