Google has launched a new user consent policy, which requires publishers that get visitors from the European Union (EU) to ask their permission for using their data.
The company said it is making the changes following requests from the EU data protection authorities.
The new policy will cover publishers using Google AdSense, DoubleClick Ad Exchange, and DoubleClick for Publishers on websites.
Google said when publishers use its products that feature the new policy, they should give several disclosures to obtain approvals from end users in the EU.
They should make reasonable efforts to disclose and obtain approval to collect any data, as well as share and use that information on any site, app, email publication or other property while using Google products.
The similar process must be followed for storing and accessing browser-based cookies or other information on the devices of site visitors.
Google security & privacy program manager for display and video Ads Jason Woloz said, "It has always been Google’s policy to comply with privacy laws, so we’ve agreed to make certain changes affecting our own products and partners using Google products.
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The move from Google comes amid regulatory investigation in the region. Earlier this year, the EU formally filed a complaint against the company over allegations of anti-competition malpractices.
Google has rebuffed the EU’s allegations that it is abusing its market dominance in the search and smartphone markets.
The search engine claimed that despite its 90% share of the European search market and it subsidiary Android’s 70% share of the European smartphone market, competition was still thriving in the sector.
