GDPR

GDPR Message Page for Ad Serving in the EEA & UK

As of January 16, 2024, publishers and developers utilizing Google AdSense, Ad Manager, or AdMob are required to implement a Consent Management Platform (CMP) certified by Google and integrated with the IAB’s Transparency and Consent Framework (TCF) when serving ads to users in the European Economic Area (EEA) or the United Kingdom (UK). This is in alignment with GDPR and other European regulations governing user transparency and consent.

New IAB TCF Requirement:

Publishers must use a Google-certified CMP for ad serving in the EEA and the UK. Failing to adopt a certified CMP will limit ad eligibility to programmatic limited ads only. Certified CMPs ensure compliance with TCF standards and are listed by Google.

Timeline:

  • May 2023 and Onward: Google is certifying CMPs working with publishing partners.
  • January 16, 2024: AdSense, Ad Manager, or AdMob users must utilize a Google-certified CMP for EEA and UK traffic.
  • February 1, 2024: New CMP requirements enforcement for Search Ads publishers begins.

Next Steps for Publishers:

  1. Already Working with a CMP: Discuss certification with your CMP for a seamless transition.
  2. Own CMP: Register for CMP certification.
  3. Finding a CMP: Consider Google-certified CMPs (list regularly updated).
  4. Using Google’s Privacy & Messaging: Ensure your Privacy & Messaging tab aligns with the new TCF requirement.

App Publishers:

Google offers the User Messaging Platform (UMP) SDK for app publishers, facilitating compliance with European regulations. Implement the UMP SDK and create a European regulations message for apps.

For detailed information on CMP certification, Privacy & Messaging, and implementing UMP SDK, visit our GDPR Message Page here.

We are committed to supporting industry efforts for transparent user consent, ensuring publishers can continue serving ads in compliance with GDPR and other European regulations. For further assistance, contact Google Support.

Note: Failure to comply may result in ineligibility for ad serving to EEA and UK users.

Google Support