Termly vs iubenda vs Free: Best Privacy Policy Tool for Marketing Freelancers & Micro Agencies
As a marketing freelancer or micro agency, your business model involves data. Whether it's client contact information, website analytics (Google Analytics), conversion tracking pixels (Meta Pixel, TikTok Pixel), or email list sign-ups, you're gathering data. This means you legally need a privacy policy in most US states and all of the EU. Don't risk client trust or ad account suspensions. Here's how to get a compliant privacy policy without spending thousands on a lawyer. A tool around $20/month can handle it perfectly.
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The quick answer
Termly is the top choice for most US-based marketing freelancers and micro agencies. It offers solid GDPR and CCPA coverage, automatically updates when privacy laws change (so you don't have to keep track), and includes a professional cookie consent banner. If you're an EU-based freelancer, or if a significant part of your client base or target audience is in the EU, iubenda is a better fit. Free generators are only okay for extremely basic portfolio sites with no analytics, ads, or email capture. They won't keep you updated on changing laws, which is a big risk when handling client campaigns and user data.
Side-by-side breakdown
Termly: Costs about $10-20/month. Covers major regulations like GDPR, CCPA, COPPA, and more – crucial for any marketer handling client data or running US-based campaigns. It automatically updates your policies when laws change, which saves you time and worry. It also includes a good cookie consent banner, essential for running compliant ad campaigns (Google Ads, Meta Ads) and using analytics. Generates a privacy policy, terms of service (useful if you have client agreements online), and a cookie policy. Best for US-focused marketing agencies or freelancers. iubenda: Plans range from $9-27/month. This tool was developed in Italy, so it has EU compliance built into its core. It offers multi-language support, which is great if you serve international clients. It's also IAB TCF certified, which is vital for any marketer running display ads or programmatic advertising in the EU. This is the stronger choice if you serve a global audience or have significant EU traffic to your own site or client sites. Free Generators (e.g., PrivacyPolicies.com, Termly's free tier): These might work for a super simple portfolio site with just your name and contact info. But if you have Google Analytics, Facebook Pixel, a lead gen form, or collect client data via a CRM, they are NOT enough. They don't update automatically when laws change, and they don't offer ongoing compliance monitoring. This means you could be out of compliance without knowing it, risking ad account issues or client trust. Only consider free if you have no analytics, no ads, and no email list, and you plan to manually check for law updates every 90 days.
When to choose Termly
Choose Termly if you're a US-based marketing freelancer or micro agency primarily serving US clients. It's ideal if you want to set up your privacy policy, cookie policy, and terms of service once and then focus on your marketing work, knowing it's updated automatically. You'll definitely need its compliant cookie consent banner if you're running ad campaigns on Google Ads, Meta Ads, or collecting data via tools like Google Analytics or Hotjar. Termly's setup is straightforward, and their help articles are easy to follow.
When to choose iubenda
Opt for iubenda if a noticeable part of your own website visitors or your clients' target audience is in the EU. This is crucial if you run advertising that needs IAB TCF (Transparency and Consent Framework) compliance – common for programmatic ads and some display networks in Europe. Also, choose iubenda if you have a global client base or users in many countries with different privacy laws, like Brazil's LGPD. Their team stays on top of regulatory changes across many international laws, which is a huge advantage for international marketers.
When a free generator is acceptable
Only use a free generator if your marketing freelancer website is a basic online business card – meaning no email list signup (Mailchimp, ConvertKit), no advertising pixels (Meta Pixel, Google Ads remarketing), no detailed analytics (Google Analytics 4), and no EU visitors. This describes almost no active marketing freelancers or micro agencies. If you're tracking website performance with GA4, running client ad campaigns, or building an email list, a free generator simply won't protect you or your clients from compliance issues.
The verdict
For US-focused marketing freelancers and micro agencies: Termly. For EU or globally-focused agencies with international audiences: iubenda. Setting up either tool should take less than 30 minutes. Make sure your privacy policy is live and linked in your footer *before* you launch any paid ad campaigns for yourself or your clients. Ad platforms like Google Ads, Meta Ads, and TikTok Ads often require a clear, compliant privacy policy before they approve your account or campaigns. Don't let this hold up a client launch.
How to get started
1. Map your data collection: List every piece of data you collect. This includes client names and emails from your CRM (Dubsado, HoneyBook), email list sign-ups (MailerLite, ConvertKit), website visitor data from Google Analytics, any cookies from tracking pixels (Meta Pixel, TikTok Pixel), and payment information. 2. Pick your tool: Choose Termly if your main focus is the US market. Choose iubenda if you have a significant EU or international audience. 3. Generate your policies: Use the tool's guided wizard to create your privacy policy, terms of service (if you offer services), and cookie policy. 4. Publish and link: Create dedicated pages for these policies on your website and add clear links in your website footer. 5. Activate cookie banner: Crucially, enable the cookie consent banner *before* you run any paid ad campaigns or use tracking pixels on your site or client sites. This prevents compliance headaches and keeps your ad accounts in good standing.
RECOMMENDED TOOLS
Termly
Privacy policy + cookie consent banner — best for US businesses
iubenda
Best for EU compliance and international audiences
PrivacyPolicies.com
Free generator for simple sites
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FREQUENTLY ASKED QUESTIONS
Do I need a privacy policy if I do not sell products online?
Yes, if your website collects any data — including email addresses, contact form submissions, or analytics. GDPR applies to any business that collects data from EU residents regardless of where the business is located. CCPA applies to businesses collecting data from California residents above certain thresholds.
What is a cookie consent banner and do I need one?
A cookie consent banner informs visitors that your site uses cookies and, in many jurisdictions, requires their consent before non-essential cookies are set. GDPR requires explicit consent for analytics and advertising cookies. CCPA requires a Do Not Sell My Personal Information option. If you run Google Analytics or any advertising, you need a compliant banner.
How often should I update my privacy policy?
Update it whenever you add a new data collection method, change a third-party service that handles user data, or when a new privacy law takes effect in a jurisdiction where you have users. Paid tools like Termly and iubenda alert you when updates are needed.
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