Google’s New Consent Requirements for Switzerland

Google recently expanded its EU User Consent Policy to encompass users in Switzerland. Effective July 31, 2024, if you are using Google advertising products targeted towards Swiss users, you will need consent from the users for cookies and personal data use for ad personalization. To comply, you will need a certified Consent Management Platform (CMP) that works with the Transparency and Consent Framework (TCF). This sweeping change directly responds to Switzerland’s stringent data protection laws, aiming to foster a more transparent and user-centric digital advertising ecosystem.

These are the consent requirements mandated by Google for businesses targeting users from Switzerland:

• EU Consent Policy compliance: First, the websites and apps targeting Swiss traffic must comply with Google’s EU Consent Policy. For any Google products used on your site, app, or other property in Switzerland, you must:
  • Obtain end users’ legally valid consent for using cookies and collecting, sharing, and using personal data for ads.
  • Retain records of the consent and provide clear instructions for revoking consent.
  • Identify each party that collects or uses end users’ personal data and provide accessible information about their data use.
• Certified CMP: Publishers must now use a Google-certified CMP that fully supports the IAB TCF v2.2 compliance. A CMP helps businesses manage user consent preferences efficiently.
• TCF integration: The TCF, a framework for communicating user preferences to various ad tech vendors, becomes mandatory for all Swiss traffic. This ensures consistency and transparency in handling user consent across the digital advertising ecosystem.

No, Consent Mode v2 is not mandatory in Switzerland unless your business targets users in the European Economic Area (EEA). Starting March 6, 2024, Consent Mode v2 is mandatory for all countries in the EEA. However, Switzerland is not part of the EEA, so Swiss businesses targeting only Swiss users are generally exempt from this requirement. An exception exists for Liechtenstein, which is part of the EEA and must comply with Consent Mode v2 regulations.

For Swiss businesses:

• Targeting EEA users: If your Swiss online shop or website targets users in the EEA (including Liechtenstein), implementing Consent Mode v2 is mandatory.
• Targeting only Swiss users: If you only target Swiss users, you do not need to implement Consent Mode.

Switzerland’s strong data protection laws require stricter data privacy measures. Google’s new requirements match this, focusing on user rights and trust in advertising. The mandate for TCF integration for Swiss traffic shows Google’s proactive approach to comply with the new Swiss Federal Data Protection Act (nFADP) of 2023.

The new requirements primarily impact:

• Swiss publishers: They must use a Google-certified CMP that integrates with the TCF.
• European publishers with Swiss audiences: European publishers, especially those in countries like France and Germany with solid linguistic ties to Switzerland, are affected if they have a measurable audience in Switzerland.
• Advertisers and marketers: These requirements will likely extend to advertisers and marketers using Google products to target Swiss users.

• Build user trust: It demonstrates responsible data practices and respect for user privacy.
• Avoid hefty fines: It can minimize the risk of legal setbacks and avoid fines.
• Future-proof your business: Your business can always stay ahead of the curve on data privacy regulations.
• Promote transparency: It results in transparent user data collection and usage practices.
• Maintain access to Google ad tools: This ensures smooth campaign operations for your Swiss audience.

Importance of partner compliance

If you work with other third-party services (like ad networks or other publishers) to reach your target audience, you have to ensure they follow Google’s consent rules. Here’s why partner compliance matters:

• Streamlines ad operations: Prevents disruptions in ad serving and safeguards campaign performance.
• Safeguards user privacy: Keeps the data protected throughout the entire advertising process.
• Builds trust: Fosters a trustworthy online advertising environment where both businesses and users can thrive.

• Review the new consent requirements and their implications for your business.
• Identify whether your website or app has traffic from users in Switzerland.
• Choose a Google-certified CMP.
• Ensure the CMP fully supports IAB TCF v2.2.
• Deploy consent banners that collect explicit and granular consent from users.
• Make sure consent banners are clear and easy for users to understand.
• Keep records of user consent.
• Give users clear instructions on how to revoke consent.
• Add an easily accessible and detailed privacy policy.
• Continuously monitor your consent management practices.
• Keep up-to-date with regulatory changes and update as necessary.

CookieYes is a leading consent management platform that helps businesses comply with data protection regulations like GDPR and CPRA for cookie usage. Here’s how CookieYes supports compliance with Google user consent policy and other consent requirements:

• Google-certified CMP: CookieYes is a Google-certified CMP that integrates seamlessly with the IAB TCF v2.2. This certification ensures that CookieYes meets all the technical and compliance requirements set by Google for handling user consent.
• User-friendly consent solutions: CookieYes provides customizable consent banners and management tools, making it easy for businesses to collect, manage, and store cookie consent.
• Granular control and transparency: CookieYes allows businesses to offer users granular control over their data, providing accept/reject options for each cookie category. Clear information on cookie usage and easy management of consent preferences enhance transparency and user trust.
• Consent records: CookieYes keeps a record of user consent to demonstrate proof of compliance, ensuring businesses can easily meet regulatory requirements.
• Consent revocation: Users can revoke their consent at any time with just a single click, offering flexibility and control over their data.
• Google Consent Mode compatibility: CookieYes provides hassle-free implementation and support for Google Consent Mode v2, ensuring seamless integration with Google’s compliance requirements.
• Policy generation: CookieYes helps create a detailed privacy policy page tailored to the website’s data processing practices, ensuring comprehensive compliance documentation.
• Multilingual support: CookieYes offers auto-translation for cookie consent banners in multiple languages, including German, French, and Italian, to cater to a diverse user base.