This is the message that was sent by Google to all publishers:
Dear Publisher,
We want to let you know about a new policy about obtaining EU end-users’ consent that reflects regulatory and best practice guidance. It clarifies your duty to obtain end-user consent when you use products like Google AdSense, DoubleClick for Publishers, and DoubleClick Ad Exchange.
Please review our new EU user consent policy as soon as possible. This requires that you obtain EU end users’ consent to the storing and accessing of cookies and other information, and to the data collection, sharing, and usage that takes place when you use Google products. It does not affect any provisions on data ownership in your contract.
Please ensure that you comply with this policy as soon as possible, and not later than 30th September 2015.
If your site or app does not have a compliant consent mechanism, you should implement one now. To make this process easier for you, we have compiled some helpful resources at cookiechoices.org.
This policy change is being made in response to best practice and regulatory requirements issued by the European data protection authorities. These requirements are reflected in changes recently made on Google’s own websites.
Thank you in advance for your understanding and cooperation.
How do you guys plan to implement this? If the user has to give his/hers consent, will you show a pop-up window, when the app starts? Will you geographically limit this message in your apps so only the users from EU see it?
They provided a sample message, which is this:
We use device identifiers to personalise content and ads, to provide social media features and to analyse our traffic. We also share such identifiers and other information from your device with our social media, advertising and analytics partners. See details (from cookiechoices.org)
Research shows that people don’t like to be tracked and they are not particularity fond of ads. If we throw them this message right in the face when the app starts, I’m pretty sure that the amount of bad ratings will rise, and many people won’t even understand what this means, or will not proceed to open/use the app.