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17 May 2019

Swiss media affected by GDPR

The basic EU General Data Protection Regulation (GDPR) has been in force since 25 May 2018 and may also apply to Swiss media, communication and media agencies. To ensure transparency and accountability along the international advertising supply chain, IAB Europe has developed the Transparency and Consent Framework (TCF). The TCF allows standardized, code-based communication of the required information between publishers and vendors, in particular on purposes and legal bases of processing (e.g. legitimate interest or consent). Publishers thus gain control over the processing of their users' personal data by third parties. IAB Europe is currently revising the TCF. The consultation on version 2.0 of the TCF runs until May 25, 2019. Google has announced that it will implement the TCF 2.0 once it's finalized.

TCF 2.0 creates transparency in the advertising industry

After two roundtable events on October 24, 2018 and May 15, 2019, the three associations IAB Switzerland, the Swiss Media Association (VSM) and Leading Swiss Agencies (LSA) have updated their industry recommendation on how to deal with the GDPR in the Swiss media industry. During the second roundtable, chaired by Rolf Auf der Maur (attorney and responsible for legal and regulatory matters at IAB Switzerland), Townsend Feehan (CEO of IAB Europe), Delia Fehr-Bosshard (attorney at VISCHER), Philipp Stamm and Christian Rakowski of Goldbach Media, discussed their experience with the TCF and the need for adaptation. The revised recommendation will provide support for the implementation of the GDPR by Swiss providers. The new version also provides guidelines on the necessary steps for publishers and vendors to implement the TCF. TCF version 2.0 is expected to become active in autumn 2019. The industry recommendation should be available at the same time.

Rolf Auf der Maur and Delia Fehr-Bosshard will be happy to answer your legal questions on advertising, marketing and data protection.

Topics: Media & MarketingData & Privacy

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