Google Announces an Update on its EU User Consent Policy for Switzerland

AdSense for Search, AdSense for Domains, and Programmable Search Engine consent management regulations are being updated by Google in Switzerland.

Beginning July 31, 2024, in order to comply with Google's EU User Consent Policy, partners using Search Ads publisher products when serving ads to users in Switzerland (in addition to the EEA and the UK) will be required to either:

• Use a certified CMP that integrates with the TCF, OR;
• Implement the ‘ivt’ parameter in your ad request indicating that you wish to allow ads that use an invalid traffic-only cookie & local storage on both consented and unconsented traffic.
  
  

According to Google, after this date, if you send Search Ads publisher products an ad request for Swiss traffic and it does not use a Google-certified TCF CMP or include the ‘ivt’ parameter, then search ads will not be served.
 
Legal responsibility for the tools used by partners to obtain consent extends to consent-gathering about the use of cookies and local storage in online advertising. Using this parameter is not required, as per Google. When deciding whether to use the new parameter, you should think about appropriate regulatory guidelines, pertinent regulations, and legal counsel.
​
Assured by Google, they will continue to support the transition as part of the preparation for the new requirements. Partners may review their help center for further details, including the full list of certified CMPs. If you are already working with a certified CMP for your EEA and UK traffic, please reach out to them to ensure they have plans to support the TCF on Swiss traffic.