To comply with the EU user consent policy, partners using our publisher products – Google AdSense, Ad Manager or AdMob – are required to use a consent management platform (CMP) that has been certified by Google and integrates with the IAB's Transparency and Consent Framework (TCF) when serving personalised ads to users in the following regions:
- EEA and UK: As of 16 January 2024, a certified CMP integrated with the TCF is required when serving personalised ads to users in the EEA and UK.
- Switzerland: As of 31 July 2024, a certified CMP integrated with the TCF is required when serving personalised ads to users in Switzerland.
Review the following information to understand these requirements.
Consent requirements for CMPs
Certified CMPs are assessed by Google against Google certification criteria focused on TCF compliance. If publishers using the TCF also work with ad technology providers that are not registered with the TCF, Google supports that today – through our Additional Consent specification – and will continue to do so. Our CMP assessments check that CMPs supporting our Additional Consent specification can do so correctly. Successful review of a CMP against the Google certification criteria will make that CMP available in our list of certified CMPs. Google does not check CMPs for full compliance with the TCF or applicable privacy laws.
Publishers and developers using Google AdSense, Ad Manager or AdMob who serve ads to users in the European Economic Area (EEA), the UK and/or Switzerland are required to use a certified CMP that integrates with the TCF when serving ads to users in the EEA, the UK or Switzerland.
CMP certification process
CMPs can register their interest with Google to be certified and we will contact you to explain the next steps.
Register your interest: Submit the 'Google Consent Management Requirements CMP Certification Intake' form to register your interest in certification.
Recertification
CMPs are required to recertify at least every twelve months and will receive an email reminder before this deadline. CMPs may also be invited to recertify earlier if there are changes to the CMP certification criteria.
CMPs should follow the instructions in the email reminder to be recertified.