EU user consent policy

Comply with EU user consent policy

Choose ad serving options and get user consent

Under Google’s updated EU User Consent Policy, you must make certain disclosures to your users in the European Economic Area (EEA) and obtain their consent for the use of cookies or other local storage where legally required, and for the collection, sharing and use of personal data for ads personalisation. This policy reflects the requirements of the EU ePrivacy Directive and the General Data Protection Regulation (GDPR).

To support publishers in meeting their duties under this policy, Google offers the ad serving options described below for users in the EEA. If you don’t make any changes as described below, the commonly used set of ad technology providers will continue to be used.

The EEA includes the European Union member states and Iceland, Liechtenstein and Norway.

Get started

  1. Sign in to your AdSense account.
  2. Click Blocking controls and then Content and then All sites and then EU user consent.

    The 'EU user consent' page appears. Update the settings for the sections on this page as described below.

Note that these settings only apply to AdSense for Content. For AdSense for Search settings, see Ads personalisation settings in Google’s publisher ad tags.

Select the type of ads that you want to show

You can choose to serve non-personalised ads to all of your users in the EEA using the 'Non-personalised ads' setting below. However, if you want to give each of your users a choice between personalised and non-personalised ads, select 'Personalised ads' and follow the instructions for serving non-personalised ads on a per-request basis.

Personalised ads

Google can continue to show personalised ads as well as non-personalised ads to your users in the EEA. This is the setting that will be used unless you make a change on this page.

Personalised ads reach users based on their interests, demographics and other criteria. Because ad technology providers may collect, receive and use personal data from users in personalised ads, you must clearly identify all such ad technology providers when you obtain user consent for the collection, sharing and use of personal data for ads personalisation.

Non-personalised ads

Google will show all your users in the EEA only non-personalised ads.

Non-personalised ads are targeted using contextual information rather than the past behaviour of a user. Although these ads don’t use cookies for ads personalisation, they do use cookies to allow for frequency capping, aggregated ad reporting, and to combat fraud and abuse. Consent is therefore required to use cookies for those purposes from users in countries to which the EU ePrivacy Directive’s cookie provisions apply.

If you have already opted out of personalised advertising, you should still select the Non-personalised ads option here to ensure that only non-personalised ads are shown. Google will apply the more restrictive settings.

Select ad technology providers (for personalised ads)

To help with compliance under Google’s updated EU User Consent Policy, you have the option to select your preferred ad technology providers from a list of companies that have provided us with information about their compliance with the GDPR – all of whom also have to comply with our data usage policy to ensure that publisher data is protected.

If you select these ad technology providers (including Google and other ad networks and vendors), they may use data about your users for the purposes of ads personalisation and measurement.

  1. Click Download a CSV with revenue data to help you choose which ad technology providers to select.
    Note: The revenue data for ad technology providers is approximate and overlaps; multiple ad technology providers can be involved in a single impression. In those cases, revenue impact is double-counted across multiple rows.
  2. Choose a commonly used set of ad technology providers or create a custom set:
    • Commonly used set of ad technology providers: This is the setting that will be used unless you make a change on this page.
    • Custom set of ad technology providers: Select your preferred ad technology providers.
  3. Clearly identify the providers that you select to your users, and obtain users' consent in line with Google's EU User Consent Policy.

    You could do this by listing your chosen ad technology providers in a consent flow, or listing your chosen providers on a separate page of your site to which you direct your users from a consent flow. In either case, to comply with Google's EU User Consent Policy, you should link to the details provided by each provider that describe their activities. You will find the relevant URLs in the CSV files that are available (either for your customised list or for the commonly used providers list).

Set up consent gathering

You can create your own consent dialogue that displays a message on your site(s) asking your users in the EEA for consent. Learn more about passing consent signals to AdSense.

For more information and help with EU user consent, see our GDPR troubleshooter.
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