Google Ads Remarketing is a powerful tool that allows you to further enhance your marketing efforts by giving you the ability to reach people who previously visited your website or app. However, using this feature also comes with its specific privacy-related responsibilities.
Under the vast majority of global legislations you must explicitly inform your users of the fact that you gather information for these purposes on your website.
In addition to the legal requirements, Google also expressly requires that you disclose any remarketing activity to your end users.
So what does this mean in practical terms? What do you have to do?
If you want to ensure that you comply with Google’s terms ( and with the law) you’ll need to:
Generally, the national/regional laws of your base of operations will apply, as well as (in many cases), the laws governing the regions in which your users are based. This can be quite tricky online, as, unless you’re actively blocking some regions, you may need to address requirements across geographical boundaries and legal jurisdictions.
For this reason, it’s always the best idea to handle these activities with the strictest applicable regulations in mind (currently European Law, mainly the GDPR and Cookie Law).
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