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New Consent Requirement for Swiss Traffic: Google's Policy Expansion

Starting July 31, 2024, Google is expanding its EU User Consent Policy to encompass users in Switzerland. This update builds upon Google’s original EU User Consent Policy, which saw minor revisions on May 25, 2018, and further adjustments on October 31, 2019, to accommodate the UK’s evolving relationship with the European Union.

As of 31st of July advertisers will need to obtain consent from Swiss users for the use of cookies or local storage, as well as for the collection, sharing, and use of personal data for ads personalization.

It’s important to note that while this change specifically impacts Swiss users, the requirements for the European Economic Area (EEA) and UK remain unaffected.