The Interactive Advertising Bureau (IAB) Europe has created the Transparency and Consent Framework (TCF)- a standard for acquiring consent from website users and to facilitate compliance with certain provisions of the ePrivacy Directive (the Cookie Law) and the General Data Protection Regulation (GDPR). The TCF is a voluntary standard intended for use by three categories of stakeholders: publishers, vendors, and Consent Management Platforms (CMP).
On 16 May 2023, the updated version of TCF (TCF v2.2) was launched to respond to the latest changes and needs of the industry.
TCF v2.2 Updates and Changes
The updated TCF v2.2 contains important policy changes, including the following ones:
- Legitimate interest can no longer be chosen as a legal basis for advertising and content personalization, as it was previously (purposes 3, 4, 5, and 6). Now only Cookie Consent could be a valid option.
- User-friendly descriptions have replaced legal information for purposes and features.
- Vendor disclosures have been standardized and expanded to include categories of data collected, retention periods, and an indication of legitimate interest application.
- Publishers are required to reveal the total number of vendors utilized on the first layer of the CMP.
- CMP redesign is mandatory to enable users to exercise their right to opt out of giving consent.
IAB article on Transparency and Consent Framework v2.2 provides more details about TCF v2.2.
Deadline for Implementing TCF v2.2
The TCF v2.2 introduces important changes to the digital advertising industry: expands the scope of the framework, updates the requirements for CMPs, and introduces policy changes, including enhanced accountability and transparency requirements. These updates are supposed to give users more control over their consent, increase transparency, and improve the overall user experience.
The deadline for CMPs to implement new IAB policies is 30 September 2023.
In response to TCF v2.2 updates and changes, Google launched new consent management requirements for CMPs to get Google Ads certifications for serving ads in the EEA and UK. The main requirement for Google Ads certifications is updated IAB TCF compliance. After certifications, Google provides accreditation to experts in online advertising, and these Google-certified CMPs could use Google Ads products. If a CMP does not implement new IAB policies, it will not receive Google Ads certifications, so you can’t advertise with Google.
CookieScript has already become Google-certified CMP and is included in a Google’s list of Google-certified CMPs. With CookieScript, you can use Google’s advertisement products like Google AdSense, Ad Manager, or AdMob.
Frequently Asked Questions
What is IAB TCF v2.2?
The Interactive Advertising Bureau (IAB) Europe has created the Transparency and Consent Framework (TCF)- a standard for acquiring consent from website users and to facilitate compliance with the ePrivacy Directive (the Cookie Law) and the GDPR. On 16 May 2023, the IAB released the TCF v2.2, an updated version of the TCF with enhanced accountability and transparency requirements for CMPs. CookieScript is already a Google-Certified CMP, included in the list of Google-certified CMPs.
What is the deadline for implementing TCF v2.2?
The deadline for CMPs to implement new IAB policies is 30 September 2023. CookieScript has already become a Google-certified CMP, so with CookieScript, you could use Google’s advertisement products like Google AdSense, Ad Manager, or AdMob.