The agreement requires users who deploy any tags through GTM, whether third-party or Google-provided, to maintain an appropriate privacy policy and to comply with the EU user consent policy and all applicable regulations relating to data collection.
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 contractually obligates GTM users to comply with the EU user consent policy, which operationalizes consent requirements under the ePrivacy Directive and GDPR for EU/EEA user data. The obligation applies to users deploying any tags, not only those targeting EU users.
Under this clause, GTM users are required to implement and maintain a privacy policy and to obtain user consent in compliance with the EU user consent policy before firing applicable tags, with this obligation running as a contractual requirement to Google.
Cross-platform context
See how other platforms handle EU User Consent Policy Compliance Requirement and similar clauses.
Compare across platforms →"If You use the Service to support products or services from a 3rd party or designed by You (together, "3rd Party Tags") or Google, You will have and abide by an appropriate privacy policy and will comply with the EU user consent policy (located at https://www.google.com/about/company/user-consent-policy.html ) and all applicable agreements and regulations (also relating to the collection of information)Excerpt from Google's Tag Manager Terms of Service
(1) REGULATORY LANDSCAPE: This provision directly engages the EU user consent policy, which implements requirements of the ePrivacy Directive and GDPR Articles 6 and 7 regarding lawful basis and conditions for consent.
Enforcement risk, jurisdiction flags, contract triggers, and due diligence action items.
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This provision contractually obligates GTM users to comply with the EU user consent policy, which operationalizes consent requirements under the ePrivacy Directive and GDPR for EU/EEA user data. The obligation applies to users deploying any tags, not only those targeting EU users.
Under this clause, GTM users are required to implement and maintain a privacy policy and to obtain user consent in compliance with the EU user consent policy before firing applicable tags, with this obligation running as a contractual requirement to Google.
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