Is cookie consent required in Switzerland?

Switzerland does not follow the EU’s general prior opt-in model for cookies. Consent is not automatically required for every non-essential cookie.

Under the Telecommunications Act (TCA), users must be informed when cookies or similar technologies are used, why they are used, and how they can object. If personal data is involved, the Federal Act on Data Protection (FADP) also applies. The FDPIC’s official cookie guidance explains these requirements in detail.

Explicit consent may be required when processing involves sensitive personal data or high-risk profiling. This can include certain personalized advertising practices where third parties track users across multiple websites.

Google applies additional requirements to its advertising products. Since July 31, 2024, publishers serving users in Switzerland must obtain consent where legally required for cookies or local storage and for ad personalization. Publishers serving personalized ads must also use a Google-certified CMP integrated with the IAB TCF, as explained in Google’s Switzerland consent requirements.