In July 2024, Google extended its EU User Consent Policy to Switzerland . Publishers and advertisers targeting Swiss users must therefore now comply with Google’s CMP requirements contained in the policy.
There are two key requirements:
- Advertisers must obtain the consent of users before using cookies or tracking technologies and transmit these signals to Google either in consent mode or via the Transparency and Consent Framework (TCF).
- Partners using Google’s publishing services must utilize a Google-certified CMP integrated with the TCF when serving ads
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Consent requirements for publishers with traffic from Switzerland
For publishers, integrating a Google-certified CMP is no longer optional when targeting users in Switzerland. Google’s EU user consent policy requires that all sites and apps serving ads to Swiss users must adopt a Google certified CMP that integrates with the TCF. This ensures that the consent signals sent align with Google’s policies and the TCF list.
Moreover, Google has announced that it will conduct audits on publisher partner sites and apps to verify the correct implementation of a Google CMP. Publishers must ensure that their CMP is properly configured to avoid compliance issues during these audits.
Consent requirements for advertisers with traffic from Switzerland
Werbetreibende, die Schweizer Nutzer ansprechen, müssen jetzt ebenfalls die Richtlinie zur EU-Nutzereinwilligung von Google einhalten. Es ist wichtig, die Einwilligungsentscheidungen der Endnutzer an Google weiterzugeben, was durch die Aktivierung des Google Consent Mode v2 oder des TCF erfolgen kann. Die Zusammenarbeit mit einer von Google zertifizierten CMP wird für Werbetreibende dringend empfohlen, da sie den Prozess der Verwaltung der Nutzerzustimmung vereinfacht und die Einhaltung der Google-Vorschriften gewährleistet.
Manage compliance with consentmanager: For publishers, advertisers and website owners
As one of the first Google CMP partners, consentmanager offers a complete solution to manage compliance with Google’s requirements for audiences in Switzerland. Open your consentmanager dashboard and follow the steps below to ensure your compliance setup meets the standards:
1. Activate IAB TCF EU v.2.2
Ensure that your CMP is configured to handle the latest version of the IAB’s Transparency and Consent Framework, which is essential for managing user consent across the EU and Switzerland.
Open dashboard → Select CMP → Navigate to the Integrations tab → Scroll down in the IAB TCF area → Activate IAB TCF EU v2.2
2. Activate IAB TCF for Europe EEA, Great Britain, and Switzerland: This setting ensures your CMP meets the regional requirements, including those specific to Switzerland.
Open your dashboard → Select your CMP → Navigate to the Integrations tab → Scroll down to the IAB TCF section → Activate the option for Europe EEA, Great Britain, and Switzerland
3. Activate FADP-Switzerland or Set GDPR for the EEA + Great Britain + Switzerland: Depending on your audience, you may need to configure your CMP to comply with the Swiss Federal Act on Data Protection (FADP) or GDPR, which you can customize to include EU countries within the EEA, as well as Great Britain and Switzerland.
To activate FADP compliance: Open dashboard → select CMP → navigate to the Legal tab → scroll to the FADP Switzerland section → activate DSG /LPD
Alternatively, to enable GDPR compliance: Open Dashboard → Select CMP → Navigate to Legal tab → Scroll to GDPR/ ePrivacy Europe section → Enable Geo-Targeting GDPR in Europe (EEA) & Great Britain & Switzerland
4. Enable Google Consent Mode v2: This setting is optional but becomes mandatory when you target ads to users within the EEA. It allows you to pass consent information to Google, improving both compliance and advertising effectiveness.
Enable Google Consent Mode v2: Open Dashboard → Select CMP → Navigate to the Integrations tab → Enable Google Consent Mode
Managing Google CMP requirements is easy with consentmanager ‘s CMP. As one of the first official Google CMP partners, our solution ensures that your website or app complies with both Google’s guidelines and Swiss regulations, avoiding potential audits and fines. Stay up to date with regulatory changes with confidence. For more information on the specific compliance requirements for Switzerland , please visit our dedicated Swiss FADP regulation page.
