Google tightens AdSense consent rules for Swiss users

Google is updating its consent management requirements for AdSense for Search, AdSense for Domains, and Programmable Search Engine in Switzerland.

Key points:

• Effective July 31.
• Applies to ads served to users in Switzerland, in addition to the EEA and UK.
• Aims to comply with the EU User Consent Policy.

New requirements. Publishers must 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

Why it matters. Failure to comply will result in search ads not being served to Swiss traffic.

Why we care. This update essentially requires advertisers to be more proactive in their approach to user privacy and consent, which can have far-reaching implications for their digital advertising strategies in European markets.

The big picture. This move aligns Switzerland with existing EEA and UK consent management practices for online advertising.

What’s next. Publishers should review their consent management tools and consider legal advice to ensure compliance.

Between the lines. Google is shifting more responsibility to publishers for consent management, reflecting the evolving regulatory landscape in Europe.