What is Google’s EU User Consent Policy?

The EU User Consent Policy is a policy introduced by Google that reflects privacy law (GDPR, ePrivacy Directive) requirements in Europe. It applies to publishers, advertisers, and other partners that use Google products to reach users located in the European Economic Area (EEA) and the UK.

The policy has requirements around:

  • Obtaining consent from users for use of cookies/local storage and for personalized ads
  • Providing clear disclosures to users about data collection and use
  • Maintaining records of consent
  • Providing clear information for consent withdrawal

Starting in 2024, advertisers must obtain required user consent and pass verified signals confirming compliance to Google to preserve personalized ads and measurement features. You can use a Google-certified CMP to ensure compliance.