Data use across certain Google services in the European Economic Area (EEA)

As a result of the Digital Markets Act (DMA), starting March 2024 you will have new choices for how your data may be shared across certain Google services if you reside in the European Economic Area (EEA).

Linking Google services

Currently, personal data regarding your interactions with a given Google service may be shared across Google services for the purposes described in our Privacy Policy and depending on the previous choices you’ve made about your privacy settings.

Starting March 2024, Google will need your consent to link certain services if you want them to continue to share data with each other and with other Google services as they do today. For example, linking Google services might give you more personalized content and ads, depending on your settings.

Which Google services are impacted

The following Google services will require consent to share data for certain purposes, including showing ads:

Other Google services not listed here may have different linking configurations that permit them to share data with each other for the purposes described in our Privacy Policy, depending on your settings.

What data is used

Personal data that is collected about your interaction with Google services can be shared across any linked services. This includes:

  • Searches
  • Videos you watch on YouTube
  • Apps you install from Google Play
  • Associated information, like your location and device info
  • All other types of information described in our Privacy Policy

How we use this data

Google uses data shared across linked services for all the purposes that are set out in our Privacy Policy, including:

  • Providing personalized services, including content and ads, depending on your privacy settings
  • Maintaining or improving our services for everyone
  • Understanding how people use our services to ensure and improve the performance of our services
  • Performing other purposes described in our Privacy Policy

What won’t be affected

The choices you make about linked services will not affect:

  • The purposes for which we use data
  • Your privacy settings, such as choices you made about personalizing Google services
  • Aspects of service that don’t involve sharing data

Your data from all Google services, regardless of whether they are linked, may still be shared across all services for certain purposes, like preventing fraud, protecting against spam and abuse, and complying with the law.

Additionally, when two or more Google services are offered together, your data may also be shared across those services to perform functions that rely on both of those services.

If you choose not to link any of the listed services, some features of those Google services that involve sharing data across Google services will be limited, but your services otherwise will not be affected. For example, if you have turned on personalization for a service through your privacy settings, but choose not to link it, that service will still be personalized, but based only on data from that service.

How to manage linked services

You can manage your choices, including selecting other Google services to link or withdrawing your consent to services being linked, in your Google Account. You can also manage other settings, like Web & App activity, YouTube History, and Personalized ads in your Google Account.

Using personal data from our advertising partners

When you interact with our advertising partners — websites, apps, and services that use Google advertising tools — you may share personal data with such businesses and advertisers, or companies working on their behalf. Our advertising partners may, subject to our EU user consent policy, share this data with Google services for advertising purposes. See our Privacy Policy for the types of data used by Google advertising services.

If you reside in the EEA, our advertising partners must have your consent to share your personal data with Google for personalized advertising and instances where cookies or local storage is used. Advertisers may use consent banners to gather your permissions for personal data use when you are on their websites or apps, or alternatively collect your consent in other ways, for example, an email signup.

Additionally, advertisers will have the ability to select specific Google services that can receive the personal data you consent to share with Google for advertising purposes. Once data from advertisers is collected and processed by the selected Google services, your respective Google service settings will apply.