The agreement states that Google bears no responsibility for third-party tags deployed through GTM, that Google reserves the right (but not the obligation) to screen third-party tags for policy compliance, and that the user guarantees they hold the rights to upload any third-party tags they use.
This analysis describes what Google's agreement states, permits, or reserves. It does not constitute a legal determination about enforceability. Regulatory applicability and practical outcomes may vary by jurisdiction, enforcement context, and individual circumstances. Read our methodology
This provision places full contractual responsibility for third-party tag compliance on the user and establishes a user-side guarantee of rights to uploaded tags. Google's right to screen tags is permissive rather than mandatory, meaning the absence of screening does not transfer liability back to Google.
Under this clause, users who deploy third-party tags through GTM accept sole responsibility for those tags' compliance with the GTM Use Policy and applicable law, and must affirmatively guarantee they hold rights to deploy those tags.
Cross-platform context
See how other platforms handle Disclaimer of Responsibility for Third-Party Tags and similar clauses.
Compare across platforms →"If You have 3rd Party Tags delivered through the Service: Google is not responsible for 3rd Party Tags. Google may screen such 3rd Party Tags to ensure compliance with this GTM Use Policy. You guarantee that You have the rights to upload the 3rd Party Tags.Excerpt from Google's Tag Manager Terms of Service
(1) REGULATORY LANDSCAPE: This provision interacts with GDPR Article 28, which requires that data controllers exercise due diligence over processors and sub-processors, and may require that third-party tags deployed through GTM be assessed as processors …
Enforcement risk, jurisdiction flags, contract triggers, and due diligence action items.
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This provision places full contractual responsibility for third-party tag compliance on the user and establishes a user-side guarantee of rights to uploaded tags. Google's right to screen tags is permissive rather than mandatory, meaning the absence of screening does not transfer liability back to Google.
Under this clause, users who deploy third-party tags through GTM accept sole responsibility for those tags' compliance with the GTM Use Policy and applicable law, and must affirmatively guarantee they hold rights to deploy those tags.
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