Google Provides Guidance To Advertisers On Upcoming Data Privacy Compliance Laws

Last week, Google Ads emailed advertisers in the United States who use Google Ads or Google Analytics with upcoming compliance changes.

Many are asking, “why now”?

As user privacy concerns are at an all-time high, many individual states enacted their privacy law provisions, which will be implemented later this year.

Read on to learn how Google is preparing its products for compliance, what this means for advertisers, and whether you need to take action.

What’s Changing In Privacy?

Two major updates are coming to the privacy landscape for the United States this year.

1. Five states have privacy law provisions going into effect. These states include Florida, Texas, Oregon, Montana, and Colorado.
2. Colorado Privacy Act (CPA) enforcements. The state of Colorado will begin enforcement of its Universal Opt-Out Mechanism (UOOM) provisions.

This means that individual states are cracking down on user privacy and how data processing occurs to those users.

This is also known as “Restricted Data Processing” (RDP), a compliance tool Google developed in 2019 to help advertisers comply with various country and state laws.

What is Google Doing To Help Advertisers Comply?

Due to these upcoming state changes, Google is making several changes to protect data and ensure advertisers are compliant.