Google AdSense Announces New Consent Requirements for Traffic in Switzerland

Partners that use Google advertising products will have to have Swiss users' consent starting on July 31, 2024, for the use of cookies or other local storage when permitted by law, as well as for the collection, distribution, and use of personal data for ad personalization.​

Google is allowing users in Switzerland to be covered by its EU User Consent Policy. When utilizing Google advertising products, advertisers must seek the approval of Swiss users for the use of cookies or other local storage, as required by law, as well as for the collection, exchange, and use of personal data for the purpose of personalizing advertisements. For users in the UK and the European Economic Area (EEA), this is in addition to the current standards.

Partners utilizing Google AdSense, Ad Manager, or AdMob will need to utilize a certified CMP that integrates with the TCF when serving advertisements to users in Switzerland, in addition to the EEA and the UK, starting on July 31, 2024, in order to comply with the EU User Consent Policy.

Both customized and non-personalized advertising will no longer be eligible to serve if you send Google an ad request for Swiss traffic after this date and it does not use a certified CMP (Ad Manager, AdMob, or AdSense). Ad Manager, AdMob, and AdSense will only allow a certain number of ads to run. Recall that limited advertisements are far more restrictive than non-personalized advertisements. With that in mind, your revenue for Swiss traffic will probably suffer if you just use limited ads.