It’s official: as of July 31, 2024, Google will extend the scope of its
consent rules in the European Union to Switzerland.
to Switzerland. From this date onwards, advertisers will need to obtain the consent of Swiss users for the use of cookies or local storage for the purpose of collecting, sharing and using personal data to personalize advertising. This follows Google’s efforts in strengthening user privacy and complying with ever-changing regulations in the European Economic Area (EEA), Switzerland and the North.
Reminder: what is Google Consent Mode v2?
Launched in November 2023, Google Consent Mode v2 represents an evolution of their proprietary consent. It reinforces the communication of user preferences regarding cookies to Google tags on websites. Version 2 offers more precise control over how cookies are managed according to user preferences. This makes it easier to comply with privacy regulations.
Do I need to set up Google Consent Mode v2?
If you use Google Analytics or Google Ads, Google requires the implementation of Google Consent Mode v2 by July 31, 2024. It is important to remember that these services are subject to consent under the New Federal Act on Data Protection (nFADP).
As for Google, failure to implement their Google Consent Mode v2 may result in penalties such as..:
The limitation on remarketing
Without Google Consent Mode v2, you can’t do targeted remarketing, which is essential to reach interested users again.
The limitation of conversion data
Not using Google Consent Mode v2 limits your ability to accurately measure conversions. This reduces the effectiveness of your campaigns.
A negative impact on ad performance
Ignoring Google Consent Mode v2 can have a negative impact on the overall performance of your ads, as you miss out on essential user data for optimization.
A negative impact on SEO
Although this is not 100% confirmed, it could be that failure to comply with Google’s consent guidelines has a negative impact on SEO.
Restrictions on Google services
Please note that Google may take action against website publishers who fail to comply with the guidelines for implementing Google Consent Mode v2. This may include restrictions on access to services or other sanctions related to the use of Google products on your site.
How do I implement Google Consent Mode v2?
Google Consent Mode v2 is configured via your consent management platform. Make sure it is compatible with Google Consent Mode v2.
Our biskoui platform is compatible with Google Consent Mode v2, whatever your subscription level. We have a 1-click integration mode, but more advanced integrations are also possible. For more details on integration, please consult our Google Consent Mode V2 Configuration Guide with biskoui
Need to bring your site into compliance with Google Consent Mode v2?
Biskoui is the 100% Swiss consent platform that easily brings your website into compliance with the nFADP while being 100% compatible with Google Consent Mode v2.
Create your account now and use our free version.
Our support team is available by e-mail at support@biskoui.ch
