Transparency & Consent Framework (TCF) 2.2 and our CMP solution
The Transparency & Consent Framework (TCF) serves as an accountability tool, leveraging standardization to ensure compliance with key provisions of the ePrivacy Directive and the GDPR. It's meant to fulfill legal obligations for both first-party entities (like publishers, media, and brands) and third-party stakeholders (vendors) regarding personal data processing. The main goal is to give users more control and understanding over their collected data.
When users visit a website, they encounter the TCF often as a pop-up called the consent management platform (CMP), which informs them about the data collection, its purpose, and who can access it. Users can then give consent for the data collection to proceed.
As regulations evolve, so does the TCF. The recent release, TCF 2.2, addresses concerns raised by the Belgian Data Protection Authority (ADP) in February 2022. In response, the Interactive Advertising Bureau (IAB) developed TCF 2.2 to ensure alignment with GDPR requirements, showcasing the industry's dedication to strong data management practices.
Key differences between TCF 2.0 and TCF 2.2:
- The Removal of Legitimate Interest for purposes 3, 4, 5 and 6
In TCF 2.0, Vendors had the flexibility to rely on both consent and legitimate interest as legal grounds for purposes 2 to 10. However, TCF 2.2 brings a change by eliminating legitimate interest as an acceptable legal basis for purposes 3, 4, 5, and 6:
- Purpose 3: Create a personalized ads profile
- Purpose 4: Select personalized ads
- Purpose 5: Create a personalized content profile
- Purpose 6: Select personalized content
- Enhanced user-facing standard texts: TCF 2.2 improves naming, descriptions, and explanations. It simplifies legal jargon into user-friendly language with practical examples
- New requirement: Vendors count Making it easier for users to understand who's involved in processing their data, Consent Management Platforms (CMPs) now have to show upfront how many Vendors are seeking legal validation on their interface. Additionally, they must break down the Vendors for each purpose on the following screens.
- Updated Vendor Information: At the heart of TCF 2.2 is the goal of empowering users to make informed choices about their data. As part of this effort, Vendors are mandated to provide additional details about their data processing practices. This involves disclosing categories of collected data, retention periods for each purpose, and identification of legitimate interests involved.
- Users can withdraw consent as easily as giving it initially: At the heart of TCF 2.2 is the goal of empowering users to make informed choices about their data. As part of this effort, Vendors are mandated to provide additional details about their data processing practices. This involves disclosing categories of collected data, retention periods for each purpose, and identification of legitimate interests involved.
What Do I Need To Do Now?
If you are using the CMP provided by HBAgency, we have already updated your CMP to be fully TCF 2.2 compliant! You can focus on your good hard work and keep your audience engaged, we have your back!However, our technology is 100% compatible with all the CMP, provided that it adheres with IAB and TCF 2.2 standards. If you use another CMP, please be sure that it is aligned with the TCF 2.2 standard. If you are unsure please contact our support team and we will help you in verifying your configurations.
Furthermore, please verify that all our partners are included in your Vendors list. If they are missing, they will not be authorized to serve advertisements in your website significantly affecting your revenues.Please note that this is surely true if you use the CMP provided by Google! If that is the case, please update your settings as soon as possible!
You can find a list of the Vendors that have to be enabled at the following link: Support Centre: List of vendors
You will also find a guide on how to update your Google CMP to be sure that all our partners are enabled.