{"id":496,"date":"2024-05-30T21:40:14","date_gmt":"2024-05-30T19:40:14","guid":{"rendered":"https:\/\/stage.usercentrics.com\/?post_type=knowledge&#038;p=33836"},"modified":"2025-06-25T08:26:46","modified_gmt":"2025-06-25T06:26:46","slug":"google-consent-requirements-switzerland","status":"publish","type":"knowledge","link":"https:\/\/usercentrics.com\/us\/knowledge-hub\/google-consent-requirements-switzerland\/","title":{"rendered":"Understanding Google\u2019s new consent requirements for Switzerland"},"content":{"rendered":"<p>As of July 31, 2024, Google has <a href=\"https:\/\/business.safety.google\/ch-euucp-update\/\" target=\"_blank\" rel=\"noopener\">announced<\/a> a significant expansion of its <a href=\"https:\/\/usercentrics.com\/knowledge-hub\/google-eu-user-consent-policy\/\">EU User Consent Policy<\/a> to include websites and apps with traffic\/users in Switzerland. This update has important implications for publishers and advertisers operating within the European Economic Area (EEA), the UK, and now Switzerland.<\/p>\n<p>In this article, we delve into the details of this policy expansion, its impact on businesses, and what\u2019s needed for compliance.<\/p>\n\n\n<h2 class=\"wp-block-heading\" id=\"h-google-eu-user-consent-policy-next-stop-switzerland\">Google EU User Consent Policy: Next stop, Switzerland<\/h2>\n\n\n<p>The expansion of Google&#8217;s EU User Consent Policy signifies a broader application of consent requirements to safeguard user data privacy. It mandates certain disclosures and consents from end users in the EEA, the UK, and Switzerland. This applies to websites and apps using Google products and services, such as AdSense or Google Analytics, outlining the responsibilities of publishers and advertisers regarding user consent for:<\/p>\n<ul>\n<li><b>Use of cookies, online trackers and local storage:<\/b> Where required by law, user consent must be obtained before placing cookies and\/or other tracking technologies or using other local storage mechanisms, on user devices.<\/li>\n<li><b>Data collection and ad personalization:<\/b> User consent is necessary to collect, share, and use personal data to personalize digital ads.<\/li>\n<\/ul>\n<p>Failure to comply with this policy may result in limitations or suspension of the use of Google products, or even termination of the agreement.<\/p>\n<p>Google\u2019s EU user consent policy \u2013 what\u2019s changed and what does it mean for advertisers?<\/p>\n\n\n<h2 class=\"wp-block-heading\" id=\"h-google-policy-requirements-for-publishers-and-advertisers\">Google policy requirements for publishers and advertisers<\/h2>\n\n\n<p>Publishers and advertisers marketing to audiences in the EEA, UK and now Switzerland using Google products are now subject to specific obligations to ensure compliance:<\/p>\n<h3>Obtaining valid user consent<\/h3>\n<p>Publishers and advertisers are mandated to obtain legally valid user consent for the use of cookies or local storage where required by law, as well as for the collection, sharing, and use of personal data for ad personalization.<\/p>\n<h3>Transparency and user control<\/h3>\n<p>Clear instructions on how users can revoke their consent should be provided alongside the request for consent. Furthermore, a record of any granted consent must be maintained to demonstrate compliance with the policy.<\/p>\n<h3>Identifying data sharing partners<\/h3>\n<p>Publishers and advertisers must transparently disclose any third parties that may collect, receive, or use user data as a consequence of their use of Google products. This includes providing users with easily accessible information about how these third-parties use the data.<\/p>\n<h3>New scenarios<\/h3>\n<p>The policy also addresses scenarios where user data from a third-party property (website or app not controlled by the publisher or advertiser) is shared with Google due to the use of Google products. In such cases, publishers and advertisers are required to make commercially reasonable efforts to ensure the third-party property operator complies with the user consent obligations outlined in the policy.<\/p>\n\n<div id=\"uc-cta_69deb6785f4a3\" class=\"uc-cta uc-cta--button uc-cta--size-full uc-cta--primary uc-ctx--blue\">\n    <div class=\"uc-cta__inner container\">\n        <div class=\"uc-cta__content\">\n                                        <div class=\"uc-cta__heading no-default-margin\">The easiest way to comply with Google\u2019s new CMP requirements in Switzerland<\/div>\n                                        <div class=\"uc-cta__description\">\n                    <p>Implement Usercentrics CMP to get compliant before July 31, 2024<\/p>\n                <\/div>\n                                                                    <\/div>\n                            <div class=\"uc-cta__section\">\n                                        <a id=\"b73f0c23-bb26-4f00-960f-8bf3130dae91\" class=\"uc-button uc-button-size-m uc-button-contained  no-default-link-decoration\" href=\"https:\/\/usercentrics.com\/free-trial\/\" target=\"\"><span>Start your 14-day free trial<\/span><\/a>                                    <\/div>\n            <\/div>\n<\/div>\n    <script type=\"module\">\n        new Uc_Cta(document.getElementById(\"uc-cta_69deb6785f4a3\"));\n    <\/script>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-google-requirements-for-publishers-marketing-to-switzerland\">Google requirements for publishers marketing to Switzerland<\/h2>\n\n\n<p>Since last year, Google has implemented a requirement for publisher partners to utilize a <a href=\"https:\/\/usercentrics.com\/press\/usercentrics-cmp-google-certified-for-new-eu-publisher-requirements\/\">Google-certified Consent Management Platform (CMP)<\/a> such as Usercentrics CMP, integrated with IAB Europe&#8217;s <a href=\"https:\/\/usercentrics.com\/cmp-for-publishers\/\">Transparency and Consent Framework (TCF)<\/a> for serving ads to users in the EU\/EEA and the UK. After the July 31 deadline, Swiss publishers using Google monetization products targeting Swiss traffic must also adhere to the following:<\/p>\n<ul>\n<li>Implement a Google-certified CMP<\/li>\n<li>Comply with Google&#8217;s EU user consent policy<\/li>\n<li>Integrate with the TCF for Swiss traffic<\/li>\n<\/ul>\n<p>Google&#8217;s directive for Swiss publishers to adopt a <a href=\"https:\/\/cmppartnerprogram.withgoogle.com\/\" target=\"_blank\" rel=\"noopener\">CMP from their partner program<\/a> represents a notable shift in Swiss digital practices. This decision, primarily focused on ensuring TCF usage for Swiss traffic, reflects Google&#8217;s proactive approach to aligning with legislative dynamics, namely with the <a href=\"https:\/\/usercentrics.com\/fadp\/\">Swiss Federal Data Protection Act (FDPA)<\/a>, which came into effect in 2023.<\/p>\n<p>While the GDPR doesn\u2019t directly apply in Switzerland, Google&#8217;s enforcement of TCF in the Swiss context indicates an acknowledgment of the <a href=\"https:\/\/usercentrics.com\/knowledge-hub\/understanding-the-differences-between-gdpr-and-fadp\/\">FDPA&#8217;s alignment with GDPR<\/a> standards.<\/p>\n<p>You might also find this useful:<\/p>\n<p><a href=\"https:\/\/usercentrics.com\/resources\/fadp-checklist\/\"><b>FADP checklist: your toolkit for compliance<\/b><\/a><\/p>\n<p>Learn what you need to know to comply with Switzerland\u2019s FADP privacy law.<\/p>\n\n\n<h2 class=\"wp-block-heading\" id=\"h-google-requirements-for-advertisers-targeting-swiss-audiences\">Google requirements for advertisers targeting Swiss audiences<\/h2>\n\n\n<p>Companies using Google adtech products will need to obtain consent from Swiss users where legally required. For now, advertisers won&#8217;t be expected to send a verified consent signal for Swiss traffic through <a href=\"https:\/\/usercentrics.com\/usercentrics-cmp-and-google-consent-mode\/\">Google Consent Mode V2<\/a> \u2014 the requirement in force for EU\/EEA audiences \u2014, but this might change in the future.<\/p>\n<p>To learn all about Google Consent Mode, watch our explainer video:<\/p>\n\n\n<p>Even if Consent Mode is not required for now, if you\u2019re advertising using Google products, the most efficient way to collect and manage user consent in a legally compliant way is to implement a consent management platform (CMP) like Usercentrics consent solutions for <a href=\"https:\/\/usercentrics.com\/website-consent-management\/\">websites<\/a> and <a href=\"https:\/\/usercentrics.com\/in-app-sdk\/\">mobile apps<\/a>.<\/p>\n\n\n\n<p>Usercentrics CMPs are both Google-certified, fully supporting Transparency and Consent Framework (TCF) and <a href=\"https:\/\/usercentrics.com\/knowledge-hub\/google-consent-mode-v2-integration\/\">Google Consent Mode v2<\/a>.<\/p>\n\n\n\n<p>Although Consent Mode activation is not required for now, it\u2019s enabled by default in the tools, so you\u2019ll be one step ahead should the requirements in Switzerland align with the rest of Europe. Plus, by implementing Consent Mode v2 you can benefit from analytics and <a href=\"https:\/\/usercentrics.com\/knowledge-hub\/conversion-modeling-privacy\/\">conversion modeling<\/a>, and avoid losing marketing data due to rejected consent banners.<\/p>\n\n\n<div class=\"uc-notice\">\n    <div class=\"uc-notice__icon\">\n        <svg width=\"24\" height=\"24\" viewBox=\"0 0 24 24\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n<path d=\"M10.8177 17.0093H12.8177V11.0093H10.8177V17.0093ZM11.8177 9.00928C12.1011 9.00928 12.3386 8.91344 12.5302 8.72178C12.7219 8.53011 12.8177 8.29261 12.8177 8.00928C12.8177 7.72594 12.7219 7.48844 12.5302 7.29678C12.3386 7.10511 12.1011 7.00928 11.8177 7.00928C11.5344 7.00928 11.2969 7.10511 11.1052 7.29678C10.9136 7.48844 10.8177 7.72594 10.8177 8.00928C10.8177 8.29261 10.9136 8.53011 11.1052 8.72178C11.2969 8.91344 11.5344 9.00928 11.8177 9.00928ZM11.8177 22.0093C10.4344 22.0093 9.13442 21.7468 7.91775 21.2218C6.70108 20.6968 5.64275 19.9843 4.74275 19.0843C3.84275 18.1843 3.13025 17.1259 2.60525 15.9093C2.08025 14.6926 1.81775 13.3926 1.81775 12.0093C1.81775 10.6259 2.08025 9.32594 2.60525 8.10928C3.13025 6.89261 3.84275 5.83428 4.74275 4.93428C5.64275 4.03428 6.70108 3.32178 7.91775 2.79678C9.13442 2.27178 10.4344 2.00928 11.8177 2.00928C13.2011 2.00928 14.5011 2.27178 15.7177 2.79678C16.9344 3.32178 17.9928 4.03428 18.8927 4.93428C19.7927 5.83428 20.5052 6.89261 21.0302 8.10928C21.5552 9.32594 21.8177 10.6259 21.8177 12.0093C21.8177 13.3926 21.5552 14.6926 21.0302 15.9093C20.5052 17.1259 19.7927 18.1843 18.8927 19.0843C17.9928 19.9843 16.9344 20.6968 15.7177 21.2218C14.5011 21.7468 13.2011 22.0093 11.8177 22.0093Z\" fill=\"black\"\/>\n<\/svg>\n    <\/div>\n    <div class=\"uc-notice__content\">\n                <p>Learn about<a href=\"https:\/\/usercentrics.com\/guides\/future-of-data-in-marketing\/\"> marketing data management<\/a> now.<\/p>\n            <\/div>\n<\/div>\n\n\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-google-policy-update-impact-on-marketing-strategies\">Google policy update: impact on marketing strategies<\/h2>\n\n\n<p>The updated Google policy prompts marketers to prioritize obtaining valid user consent for data collection and ad personalization to align with building trust and respect for user privacy. This involves the implementation of transparent and user-friendly consent mechanisms to ensure compliance with the policy&#8217;s requirements.<\/p>\n<p>Here\u2019s what\u2019s essential for marketers to consider under the updated policy:<\/p>\n<h3>Prioritize user consent<\/h3>\n<p>Making the acquisition of valid user consent for data collection and ad personalization a central element of your marketing strategy in these regions is imperative.<\/p>\n<p>As per Google\u2019s recommendation, their certified CMP Partners, such as <a href=\"https:\/\/usercentrics.com\/free-trial\/\">Usercentrics Web &amp; App CMP<\/a> and <a href=\"https:\/\/usercentrics.com\/cookiebot-consent-management-platform\/\">Cookiebot CMP<\/a>, have been thoroughly assessed and meet certain technical requirements to ensure the best possible experience for advertisers.<\/p>\n<h3>Transparency is crucial<\/h3>\n<p>Clearly conveying to users how their data is collected, used, and shared is vital. Equally important is providing easily accessible information and options for users to manage their consent preferences.<\/p>\n<h3>Partner compliance<\/h3>\n<p>If your operations involve third-party platforms that integrate with Google products, ensuring their compliance with user consent requirements is essential.<\/p>\n<p>By aligning with the EU User Consent Policy, marketers can demonstrate a commitment to respecting user privacy and cultivating trust with audiences in the EEA, UK, and Switzerland. Ultimately, this can lead to a stronger connection between their brand and audiences, heightened user engagement and more successful marketing campaigns.<\/p>\n\n\n<h2 class=\"wp-block-heading\" id=\"h-before-you-go-the-importance-of-compliance\">Before you go: the importance of compliance<\/h2>\n\n\n<p>The expansion of Google&#8217;s EU User Consent Policy to include users in Switzerland underscores the growing emphasis on data privacy and consent management. Publishers and advertisers must proactively adapt to these changes, ensuring compliance with the updated policy to maintain a positive relationship with Google and uphold user privacy.<\/p>\n<p>In summary:<\/p>\n<ul>\n<li>Implement a Google-certified CMP like Usercentrics CMP to collect user consent<\/li>\n<li>Activate the Transparency and Consent Framework (if you\u2019re a publisher, i.e., if you monetize your platform)<\/li>\n<li>Consider implementing Google Consent Mode V2 for <a href=\"https:\/\/usercentrics.com\/events\/maximize-ad-revenue-with-google-consent-mode-v2\/\">additional marketing benefits<\/a>.<\/li>\n<\/ul>\n<h3>You may find these useful:<\/h3>\n<ul>\n<li><a href=\"https:\/\/usercentrics.com\/knowledge-hub\/google-eu-user-consent-policy\/\">What is the Google EU user consent policy?<\/a><\/li>\n<li><a href=\"https:\/\/usercentrics.com\/webinar\/on-demand-webinar-google-consent-mode\/\">Google Consent Mode: 4 steps you need to take now<\/a><\/li>\n<li><a href=\"https:\/\/usercentrics.com\/resources\/google-consent-mode-gcm-checklist\/\">Google Consent Mode checklist to meet Google\u2019s EU privacy requirements<\/a><\/li>\n<li><a href=\"https:\/\/usercentrics.com\/knowledge-hub\/google-additional-consent-guide-publishers\/\">Understanding Google\u2019s Additional Consent: A guide for publishers<\/a><\/li>\n<li><a href=\"https:\/\/usercentrics.com\/knowledge-hub\/google-cmp-partner-program-usercentrics\/\">What is a Google-certified consent management platform and why do you need one?<\/a><\/li>\n<\/ul>\n\n<div id=\"uc-cta_69deb678608ef\" class=\"uc-cta uc-cta--button uc-cta--size-full uc-cta--primary uc-ctx--blue\">\n    <div class=\"uc-cta__inner container\">\n        <div class=\"uc-cta__content\">\n                            <div class=\"uc-cta__label like-label-m\">Take action and<\/div>\n                                        <div class=\"uc-cta__heading no-default-margin\">Get ready for Google\u2019s new CMP requirements in Switzerland before the July deadline<\/div>\n                                        <div class=\"uc-cta__description\">\n                    <p>Implementing Usercentrics CMP is the easiest path for compliance<\/p>\n                <\/div>\n                                                                    <\/div>\n                            <div class=\"uc-cta__section\">\n                                        <a id=\"b0f5c4e2-64a3-46d4-aa4c-22033e39a147\" class=\"uc-button uc-button-size-m uc-button-contained  no-default-link-decoration\" href=\"https:\/\/usercentrics.com\/free-trial\/\" target=\"\"><span>Start your 14-day free trial<\/span><\/a>                                    <\/div>\n            <\/div>\n<\/div>\n    <script type=\"module\">\n        new Uc_Cta(document.getElementById(\"uc-cta_69deb678608ef\"));\n    <\/script>\n","protected":false},"excerpt":{"rendered":"<p>Effective from July 31, 2024, Google has extended its EU User Consent Policy to encompass users in Switzerland. What does this policy expansion mean for businesses? And what are the necessary steps for compliance?<\/p>\n","protected":false},"featured_media":2740,"template":"","meta":{"_acf_changed":false,"editor_notices":[],"footnotes":""},"tags":[],"magazine_issue":[],"magazine_tag":[],"resource_tag":[14,12,63,13],"class_list":["post-496","knowledge","type-knowledge","status-publish","has-post-thumbnail","hentry","resource_tag-privacy","resource_tag-industry-news","resource_tag-legal-news","resource_tag-regulations"],"acf":[],"yoast_head":"<title>What are Google\u2019s New Consent Requirements for Switzerland?<\/title>\n<meta name=\"description\" content=\"Explore what are Google&#039;s latest consent requirements for Switzerland, including the adoption of a Google-certified CMP that supports TCF for publishers.\" \/>\n<meta name=\"robots\" content=\"noindex, follow\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What are Google\u2019s New Consent Requirements for Switzerland?\" \/>\n<meta property=\"og:description\" content=\"Explore what are Google&#039;s latest consent requirements for Switzerland, including the adoption of a Google-certified CMP that supports TCF for publishers.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/usercentrics.com\/us\/knowledge-hub\/google-consent-requirements-switzerland\/\" \/>\n<meta property=\"og:site_name\" content=\"Usercentrics - 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