Google Ads, GDPR and the Privacy Shield

Google Ads, GDPR and the Privacy Shield

Today Google announced updates to their data processing and protection terms. In this post I will outline what the changes are, why they are being made, and what it all means to you, the advertiser.

What is changing and why?

Google’s changes are to ensure compliance with European Union’s General Data Protection Regulation (GDPR). GDPR is a legal framework that regulates how companies handle, use and shared personal data. (It is also the reason for those pesky “we use cookies” popups we’ve all grown thoroughly sick of!) These requirements apply to all companies that operate in the EU, or collect or process personal data about EU citizens. This includes Google, who collect and process personal data as part of delivering advertising.

Up until now Google has used Privacy Shield, a US Government framework that helps companies ensure they are compliant with GDPR. However, a recent ruling by the Court of Justice of the European Union declared that Privacy Shield does not provide sufficient protections on how personal data is used. As a result, Google are changing their terms and conditions to use “Standard Contractual Clauses” (SCCs) instead of the Privacy Shield framework.

What does this mean for me?

In most cases these changes will have little or no impact on advertisers. They are simply a different way of assuring that personal data is used in a way that respects privacy. The new terms will be incorporated into future agreements with Google. They will apply from August 12, 2020.

In the meantime, you can take a look at your own data handling policies. This is good practice whether you are required to comply with GDPR or not. Google suggests the following checklist:

  • Review the data you collect about individuals. Do they know you collect it, and what you use it for? Can they access it? Can they ask you to remove it?
  • Your regulators and partners may need to know that you are responsible in the way you handle data. How will you demonstrate your compliance? Similarly, you should consider how your partners and vendors handle personal data that you share.
  • Do you have the right systems to record use preferences and consents?

These simple checks will help you to ensure that you are being responsible in the way you handle data.

Google Ads, GDPR and the Privacy Shield

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.


Use FeedOps to get products listed in Google for Free.

Share on facebook
Share on twitter
Share on linkedin

More Posts

Advertising Funnel

The Advertising Funnel; What Campaigns Should I Be Running?

Different advertising activity targets customers at different stages of their purchase journey. Not every person is ready to purchase a product and your marketing activity needs to reflect that. To understand the purpose of different activities with respect to customer intent we can consider the advertising funnel. What is an Advertising Funnel? An advertising funnel,

Optimized Feed

Optimize Your Google Product Feed with FeedOps

FeedOps is a tool that allows you to drive quality traffic to product pages. FeedOps helps get products seen by more people, more often with advanced feed optimisation. Get an Optimized Feed for Google Shopping with FeedOps. What is a Product Feed? A product feed is a digitised list of your website’s products and their

Excellent Service, helped take our business to the next level, thanks Team Dynamic 😃😃
Martin Fleming
Martin Fleming
10. December, 2020.
I have been with Dynamic Creative for a while and have loved every single part of it. Clear communication, respond fast and great results. We used to be with another company and since partnering with Dynamic Creative, we doubled our return on investment. I would definitely recommend them. Ellie
Elien Degraeve
Elien Degraeve
9. December, 2020.
We have been working with CD since March – the move worked seamlessly and results are excellent with big sales growth. I work with an Account Manager when required and that has been a great support for making decisions on the Account. We are very pleased with our move to CD.
Manta Surf Co.
Manta Surf Co.
8. December, 2020.
Lucinda has been amazing to work with. She closely monitors the account, provides updates, and optimises where necessary to achieve our set goals. Communication is clear and fast. Would highly recommend working with her and Dynamic Creative!
Georgia Gwyn
Georgia Gwyn
7. December, 2020.
I have worked with Dynamic Creative for the past 9 months and they are a wonderful team to work with!! They have a clear understanding of our goals and have helped strategize, execute, and fine tune our campaigns in effort to reach them. Always professional, always responsive and always knowledgeable.
Olivia DiCapua
Olivia DiCapua
9. November, 2020.

Dynamic Creative advertising platform operates both RQmedia and FeedOps. 

Copyright 2021 © All rights reserved





Get the latest blogs and resources sent to your inbox


Download the ultimate guide to Google Shopping Ads

Ultimate Guide To Google Shopping 2020

Download our FREE Guide to Google Shopping to learn the basics of Google Shopping Feeds and Ads all the way through to optimisation techniques and best practices