TCF 1.0: The Foundation of Digital Consent
Laying the Groundwork for GDPR Compliance
TCF 1.0, launched in 2018, marked the initial effort to address GDPR and ePrivacy Directive requirements in online advertising. This version introduced basic user consent for personalized ads and established a Global Vendor List (GVL) containing vendor information. However, it faced criticism for being too restrictive and overly focused on the needs of large ad tech players.
TCF 2.0: A Leap Forward in User Control
Enhancing Transparency and Publisher Flexibility
Released in August 2019, TCF 2.0 brought significant improvements to the framework. It introduced more granular consent options, allowing users to exercise their ‘right to object’ to data processing based on legitimate interests. Publishers gained greater control over vendor operations on their digital properties, enabling customization of data processing purposes.
Key Enhancements in TCF 2.0
Expanding User-Friendly Features
TCF 2.0 increased the number of standardized processing purposes from 5 to 10, added 2 special purposes, 3 features, and 2 special features. The descriptions of these purposes were made more user-friendly, using real-world examples to illustrate practical applications. This version also introduced a standard format for gathering detailed information about vendors’ data processing activities.
Publisher Benefits in TCF 2.0
Strengthening Publisher Control
With TCF 2.0, publishers gained the ability to define which advertisers they work with and remove vendors as needed. They could also specify the legal reasons vendors can use to collect visitor data. Importantly, TCF 2.0 included provisions for legitimate interest, which was absent in version 1.0.
Consumer Empowerment in TCF 2.0
Prioritizing User Choice and Transparency
TCF 2.0 significantly enhanced consumer control over data processing. Users could now grant or withhold consent more granularly and exercise their right to object to specific data processing activities. The framework also improved transparency by providing more detailed and understandable descriptions of data processing purposes.
Industry Adoption and Google’s Participation
Broadening the Framework’s Reach
A major development in TCF 2.0 was Google’s participation, which was absent in version 1.0. This inclusion encouraged wider adoption, with Google urging AdSense publishers to become compliant. The new version also introduced improved regulation, self-enforcement mechanisms, and IAB policing for policy violations.
Looking Ahead: TCF 2.2 and Beyond
Continuous Improvement for Digital Privacy
As of March 2025, the industry has moved beyond TCF 2.0 to version 2.2. This latest iteration focuses on stringent vendor verification and adherence to evolving regulations. It represents the ongoing commitment to refining digital privacy standards and ensuring compliance with the latest data protection laws.