SEO

Google tightens AdSense consent rules for Swiss users

Google is updating its consent management requirements for AdSense for Search, AdSense for Domains, and Programmable Search Engine in Switzerland.

Key points:

  • Effective July 31.
  • Applies to ads served to users in Switzerland, in addition to the EEA and UK.
  • Aims to comply with the EU User Consent Policy.

New requirements. Publishers must either:

  • Use a certified Consent Management Platform (CMP) that integrates with the Transparency and Consent Framework (TCF), or
  • Implement the ‘ivt’ parameter in ad requests for invalid traffic-only cookies and local storage

Why it matters. Failure to comply will result in search ads not being served to Swiss traffic.

Why we care. This update essentially requires advertisers to be more proactive in their approach to user privacy and consent, which can have far-reaching implications for their digital advertising strategies in European markets.

The big picture. This move aligns Switzerland with existing EEA and UK consent management practices for online advertising.

What’s next. Publishers should review their consent management tools and consider legal advice to ensure compliance.

Between the lines. Google is shifting more responsibility to publishers for consent management, reflecting the evolving regulatory landscape in Europe.

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About the author

Anu Adegbola

Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.

In 2008, Anu’s career started with

 delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.

Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live, host of weekly podcast PPCChat Roundup, and brand evangelist at ClickTech. 
She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.

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