Starting 31 July 2024, partners using Google's Search Ads publisher products (AdSense for Search, AdSense for Domains, and Programmable Search Engine) to serve ads in Switzerland must comply with the EU User Consent Policy. This compliance can be achieved by:
- Using a certified Consent Management Platform (CMP) that integrates with the Transparency and Consent Framework (TCF), or
- Implementing the
ivtparameter in ad requests to allow ads that use an invalid traffic-only cookie and local storage for both consented and unconsented traffic.
Failure to comply will result in search ads not being served for Swiss traffic if the ad request does not use a Google-certified TCF CMP or include the ivt parameter.
Partners are responsible for the consent tools they use, including those for cookies and local storage in online advertising. Implementing the ivt parameter is optional and should be considered based on legal advice and relevant regulations.
Google will support partners during this transition. Detailed information, including a list of certified CMPs, can be found in the new Google consent management requirements for serving ads in the EEA, the UK, and Switzerland. Partners already using a certified CMP for EEA and UK traffic should ensure their CMP supports TCF for Swiss traffic.
