What is the new EU user consent policy?

Google enforces a user consent policy in the European Economic Area (EEA), the UK and Switzerland 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, UK and Switzerland.

How to comply?

• 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

• Publishers using Google AdSense, Ad Manager, or AdMob must use a Google-certified CMP like CookieYes that integrates with the IAB’s Transparency and Consent Framework (TCF) when serving ads in EEA, UK and Switzerland.