What is Consent Mode in Switzerland?

Switzerland does not have a mandatory requirement to implement consent mode unlike in the EEA and UK. However, if your Swiss-based business targets users in the European Economic Area (EEA) or UK, you must implement Google Consent Mode.

Starting July 31, 2024, Google’s EU user consent policy will extend to cover traffic from Switzerland, adding to the existing requirements for EEA and the UK. Failing to comply could affect your ad personalization and remarketing capabilities for EEA, UK and Swiss traffic.

Swiss publishers using Google advertising products must:

  • Obtain Swiss users’ consent for:
    • The use of cookies or other local storage (where legally required).
    • The collection, sharing, and use of personal data for ad personalization.
  • Use a Google-certified Consent Management Platform (CMP) like CookieYes that integrates with the IAB’s Transparency and Consent Framework (TCF) when serving ads to users in:
    • Switzerland
    • The EEA (European Economic Area)
    • The UK

Guide

Set up IAB TCF v2.2 with CookieYes CMP