Google is asking publishers in Europe to obtain consent for data use and ad targeting under the new General Data Protection Regulation (GDPR) privacy rules.
“To comply, we will be updating our EU consent policy when the GDPR takes effect and the revised policy will require that publishers take extra steps in obtaining consent from their users,” wrote Carlo D’Asaro Biondo, Google President of EMEA Partnerships, in a blog post published Thursday.
Use of personal data cannot be based on implicit or opt-out consent. There must be “a statement or a clear affirmative action” indicating a willingness to share the information. Google will reportedly be capturing that consent for properties that it controls, such as Google.com and YouTube.
But the company is now asking third-party publishers to collect consent in situations where Google’s technology and ad targeting are behind the scenes. As part of this proposed consent arrangement, Google reportedly wants publishers to maintain records of consent and provide opt-out instructions for users who later change their minds, according to the Wall Street Journal.
Google Inside Adwords: Changes to our ad policies to comply with GDPR