Google implementing stricter AdSense user consent policy to comply with EU data protection authority requests

Google announced today that it is updating its AdSense user consent policy to comply with requests from European Union data protection authorities. The updated user consent policy strengthens the requirement that publishes with audiences in the EU obtain permission from readers before collecting usage data and accessing cookies. Google says the updated user consent policy follows its own approach to comply with privacy laws. The company outlines the updated user consent policy for website and app publishers with EU readers and users:

• You must use commercially reasonable efforts to disclose clearly, and obtain consent to, any data collection, sharing and usage that takes place on any site, app, email publication or other property as a consequence of your use of Google products; and
• You must use commercially reasonable efforts to ensure that an end user is provided with clear and comprehensive information about, and consents to, the storing and accessing of cookies or other information on the end user’s device where such activity occurs in connection with a product to which this policy applies.

As it announces the new user consent policy, Google has started notifying publishers using Google AdSense, DoubleClick for Publishers, and DoubleClick Ad Exchange of the change as well. Google points website and app publishers to resources at cookiechoices.org and its own AdSense FAQ for help implementing a consent mechanism compliant with the new user consent policy.

In doing so, Google has requested that publishers comply with implementing the changes by September 30th. While Google is describing the updated policy as following its own guidelines of complying with privacy law, the new EU-specific user consent policy follows an ongoing episode of pushes toward great privacy protections lead by authorities in the European Union.