Dear Customer,
Over the past year we've shared how we are preparing to meet the requirements of the GDPR, the new data protection law coming into force on 25 May 2018. The GDPR affects European and non-European businesses using online advertising and measurement solutions when their sites and apps are accessed by users in the European Economic Area (EEA).
Today we are sharing more about our preparations for the GDPR - including our updated EU User Consent Policy, changes to our contract terms, and changes to our products, to help both you and Google meet the new requirements.
Updated EU User Consent Policy
Google's EU User Consent Policy is being updated to reflect the new legal requirements of the GDPR. It sets out your responsibilities for making disclosures to, and obtaining consents from, end users in the EEA. For example, under that policy, advertisers will be required to obtain consent from users for the collection of data for personalized ads (e.g. remarketing tags to build audience lists) and for the use of cookies where legally required (e.g. conversion tags). The policy is incorporated into the contracts for most Google ads and measurement products globally.
Contract changes
We have been rolling out updates to our contracts for many products since last August, reflecting Googleâs status as either a processor or a controller under the new law (see full classification of our Ads products). The new GDPR terms supplement your contract with Google and will come into force on 25 May 2018.
For AdWords customers globally, our GDPR terms are incorporated into the terms of service, which (if youâve not done so already) you can accept in your account. In the case of AdWords Customer Match and Store Sales Direct, Google acts as a processor; for the rest of AdWords we act as a controller.
For customers using DoubleClick and the Google Analytics (GA) Suite, processor terms are available for you to review and accept from within your account. If you are an EEA client of GA, data processing terms will be included in your terms shortly. GA customers based outside EEA and all GA 360 customers may accept the terms from within GA.
If you donât contract with Google for your use of Google products, you should seek advice from the parties with whom you contract.
Product changes
To comply, and support your compliance with GDPR, we are:
Making some changes across the network of publisher sites on which your ads may appear - enabling publishers to show non-personalised ads and to select which third parties measure and serve ads for EEA users on their sites and apps.
Taking steps to limit the processing of personal information for children under the GDPR Age of Consent in individual member states.
Unifying our ads data retention practices; and launching new controls for Google Analytics customers to manage the retention and deletion of their data.
Exploring consent solutions for publishers, including working with industry groups like IAB Europe.
Find out more
You can refer to privacy.google.com/businesses to learn more about Googleâs data privacy policies and approach, as well as view our data processing terms and data controller terms.
If you have any questions about this update, please don't hesitate to reach out to your account team or contact us through the Help Center. We will continue to share further information on our plans in the coming weeks.
Sincerely,
The Google Team
