Privacy Policy for a Website or Blog: What to Include (and What AdSense Expects)

Almost every website that uses analytics, ads, contact forms or comments collects some personal data, and data-protection laws in many countries require you to explain what you collect and why. A clear privacy policy also builds trust and is expected by advertising networks such as Google AdSense. This guide covers what to include and how to keep it accurate. It is general information, not legal advice.

When you need a privacy policy

• You use analytics (Google Analytics, Plausible, Matomo and similar).
• You show ads, including Google AdSense.
• You have contact forms, newsletter sign-ups, comments or user accounts.
• You sell products or take payments.
• You embed third-party content that sets cookies (YouTube, social media widgets).

What a good privacy policy covers

• Who you are and how to contact you about privacy.
• What data you collect (for example IP address, device data, email address, form contents) and how (forms, cookies, server logs).
• Why you use it, and under GDPR the legal basis for each purpose (consent, contract, legitimate interests, legal obligation).
• Who you share it with: hosting, analytics, advertising and email providers.
• Cookies and how visitors can manage them.
• How long you keep data and how you protect it.
• Visitors’ rights, such as access, correction, deletion and objection, and how to use them.
• International transfers if data leaves the visitor’s country.
• Children’s data, if your site may be used by children.
• The date the policy was last updated.

What Google AdSense expects

Google’s publisher policies require sites that show AdSense ads to have a privacy policy that discloses that third parties, including Google, use cookies to serve ads based on a user’s previous visits to your site and other sites. It should also explain that users can opt out of personalised advertising through Google’s Ads Settings, and link to Google’s page on how it uses information from sites that use its services. If you have visitors in the EEA, UK or Switzerland, Google also requires a certified consent management platform (cookie banner) for personalised ads.

A privacy policy is only one requirement. AdSense also looks for original, useful content, clear navigation and compliance with its content policies.

GDPR and other laws

The EU and UK GDPR apply when you offer services to, or monitor, people in those regions, even if your business is elsewhere. California’s CCPA/CPRA applies to businesses above certain size thresholds. Brazil (LGPD), Canada (PIPEDA) and many other countries have their own rules. Not every small site needs a Data Protection Officer; under GDPR that is mainly required for public bodies and organisations whose core activities involve large-scale monitoring or sensitive data.

Using a generator

A generator such as our Privacy Policy Generator gives you a structured first draft. Before publishing:

• Check that every service you actually use is listed, and remove anything you don’t use.
• Add your real contact details.
• Make sure your cookie banner and the policy say the same thing.
• For a business with complex data use, have the policy reviewed by a lawyer.

Where to link it

Link the policy in your site footer, next to forms that collect personal data, in your cookie banner and at checkout.

Keep it up to date

Review the policy when you add a new plugin, analytics tool, ad network or email service, and at least once a year. Update the “last updated” date when you change it.

Related: Cookie Policy Generator · Terms and Conditions Generator · Disclaimer Generator