What is the new EU user consent policy?

Google enforces a user consent policy in the European Economic Area (EEA) and the UK to comply with the General Data Protection Regulation (GDPR) and its data protection standards.

EU user consent policy requires publishers and advertisers using Google products such as AdManager, AdSense, AdMob and Google Marketing Platform to provide specific disclosures and obtain consent from end users in the EEA and the UK.

As per the updated policy, publishers and advertisers must obtain valid consent using a Google-certified CMP or consent management platform when they:

• use cookies or other local storage were legally required
• collect, share, and use personal data for ad personalization