Google will now require explicit consent for tracking European users

See the original posting on The Verge

After a long and costly legal battle in the European Union, Google is making some changes to the way it serves ads to European users. Under a new European user consent policy published Monday, AdSense will require any site serving European users to require explicit consent before those users can be tracked. “You must use commercially reasonable efforts to disclose clearly, and obtain consent to, any data collection, sharing and usage” that results from a Google product, the new policy reads. It’s a serious change from previous consent standards, which allowed for passive permissions that rendered tracking cookies effectively invisible.

“We recommend you start working on a policy-compliant user consent mechanism today,” Google program…

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