Google AdSense Adds New Privacy Law & Opt-Out Mechanism

Posted on July 1, 2025
Source: Search Engine Roundtable by barry@rustybrick.com (Barry Schwartz). Read the original article

TL;DR Summary of Google AdSense Updates Universal Opt-Out Mechanisms for Multiple US States

Google AdSense has introduced new universal opt-out mechanisms and enhanced privacy controls to comply with emerging US state laws. These updates affect users in states like Colorado, Connecticut, Texas, and Maryland, enabling Global Privacy Control (GPC) signals to trigger restricted data processing (RDP) mode. Activating RDP mode disables ad personalization to help publishers honor user opt-outs and avoid unauthorized data sales or sharing. Publishers are advised to consult legal experts to ensure compliance with these evolving regulations.

Optimixed’s Overview: Navigating Google AdSense’s Enhanced Privacy Features Across US States

Key Changes to Google AdSense Privacy Compliance

Google AdSense has updated its platform to integrate universal opt-out mechanisms that align with a growing number of state-level privacy laws in the United States. This move aims to streamline compliance by recognizing Global Privacy Control (GPC) signals, which inform Google to disable targeted advertising and data sharing for users in specified states.

States Impacted by the New Provisions

  • Colorado
  • Connecticut
  • Montana
  • Nebraska
  • New Hampshire
  • Texas
  • Minnesota
  • New Jersey
  • Maryland

Upcoming State Laws and Google’s Approach

New comprehensive privacy laws coming into effect include:

  • Tennessee Information Protection Act (effective July 1st)
  • Minnesota Consumer Data Privacy Act (effective July 1st)
  • Maryland Online Data Privacy Act (effective October 1st)
  • Indiana Consumer Data Protection Act (INCDPA)
  • Kentucky Consumer Data Protection Act
  • Rhode Island Data Transparency and Privacy Protection Act (effective January 2026)

Google intends to apply a consistent approach to these laws by activating RDP mode for affected ad requests, which disables ad personalization and helps publishers respect user privacy choices.

Implications for Publishers

  • RDP mode helps prevent activities that could be classified as the sale or sharing of user data.
  • Publishers should consult their legal counsel to determine if implementing or expanding RDP mode is appropriate for compliance across various states.
  • The evolving legal landscape requires publishers to stay informed and adapt their privacy practices accordingly.

While these updates are designed to assist publishers in managing compliance, the complexity of varying state laws means that working closely with legal experts remains essential. This proactive approach will help publishers navigate the challenges of targeted advertising and data privacy in a multi-state regulatory environment.