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In May 2022, we will change the name of the 'European Union user consent policy' to the 'European user consent policy' to clarify the scope of this policy. Advertisers must obtain appropriate consent from users in the European Economic Area and the UK for the use of cookies or (in the case of remarketing) the use of personal data for personalised ads. We will begin enforcing this policy on 11 May 2022.
The updated language will read as:
European user consent
The following is not allowed:
Example (non-exhaustive): Using Google Ads features, such as remarketing or conversion tracking, without obtaining appropriate consent from European Economic Area or UK users for using cookies or (in the case of remarketing) the use of personal data for personalised ads.
Violations of this policy will not lead to immediate account suspension without prior warning. A warning will be issued at least 7 days prior to any suspension of your account.
Please review this policy clarification to determine whether or not any of your ads fall within the scope of the policy and if so, remove those ads before 11 May 2022.
(Posted on 10 March 2022)