In recent months, many businesses have received an email from Google informing them that they must update their privacy practices for European consumers, or else risk suspension of services. The email typically looks something like this:

Why Google Cares

Tech companies like Google and Facebook have incurred billions of euros in fines in the last couple of years, and they’re desperate to avoid future penalties.

Businesses like yours that use Google Ads are a source of personal data for Google. If you collect and disclose the data of European consumers in a way that violates European privacy laws, Google itself can potentially be held responsible for those violations.

To avoid this, Google has been conducting audits of its business customers that may process European data. If it identifies any potential problems, it gives the business an opportunity to fix them before shutting off its service.

What’s Next?

You may not be sure if you need to become GDPR-compliant, but Google is insisting on it (at least with regards to anything that can affect Google). Ultimately, you may have to choose between updating your data practices or losing access to Google Ads.