Google is intensifying its efforts to align its Swiss users with the EU User Consent Policy. The policy, which was first introduced in 2015 and then updated in 2018 to comply with the enforcement of the General Data Protection Regulation (GDPR), has been essential in clarifying the obligations of Google’s advertising and analytics users in the EU and the UK. In addition to Google’s efforts, the Swiss Federal Data Protection and Information Commissioner (FDPIC) has issued new guidelines aligning Switzerland’s cookie usage policies closely with the EU’s GDPR standards. These guidelines clarify the obligations of organizations operating in Switzerland.
As of July 31, 2024, Google expanded the application of its EU User Consent Policy. Users in Switzerland are now also subject to this policy.
What This Means for Advertisers:
👉 If you’re an advertiser, please take note of the following key changes:
- User Consent Required: Organizations must obtain consent from Swiss users before setting any non-essential cookies or using local storage. This consent should be informed, specific, and freely given, in line with the FDPIC’s guidelines.
- Personal Data Usage: Advertisers must obtain consent for the collection, sharing, and use of personal data for ad personalization in Switzerland.
These adjustments guarantee that user privacy is upheld and that local laws are followed when handling data. We urge advertisers to assess their procedures, update their consent mechanisms, and get ready to comply with these requirements.
Compliance and Implications:
Advertisers are required to:
- Obtain legally valid consent from end users for the use of cookies and personal data.
- Keep records of such consents.
- Provide clear instructions to end users on how they can revoke their consent.
- Provide users with clear and comprehensive information about the types of cookies used, their purposes, and any third parties involved. This information should be easily accessible and understandable, as required by the FDPIC.
Make sure these steps are followed in order to prevent any disruptions when using Google’s analytics and advertising tools. Although Google does not yet specifically specify account suspension, they are notifying the extension of the consent requirements.
Compliance Requirements for Third-Party Properties
It’s important to discuss how personal data is managed when applying Google products that need integration or use on other sites, apps, or properties. It is your duty to make sure that Google’s EU User Consent Policy is followed if end users’ personal information is shared with Google via these third-party properties.
In particular, you have to use commercially reasonable efforts to guarantee that the owners and operators of these third-party properties follow the necessary procedures. This is especially crucial if you, your affiliates, or your clients do not directly operate these third-party properties, and if the operators are not already using a Google product that integrates this policy.
No Impact on Other Google Products
Please be aware that other Google services, including Google Workspace or Cloud Identity, are unaffected by this modification, which is exclusive to Google’s analytics and advertising products.
How to Comply with the EU User Consent Policy
Users are advised to use a Google-certified Consent Management Platform (CMP).
Luckily for you, our CMP integrated with Google Consent Mode, is designed to automatically transmit the necessary consent signals, simplifying the compliance process for advertisers and publishers.