Update to European Union user consent policy (May 2022)

Google provides translated versions of our Help Center, though they are not meant to change the content of our policies. The English version is the official language we use to enforce our policies. To view this article in a different language, use the language dropdown at the bottom of the page.

In May 2022, we will rename the European Union user consent policy to European user consent policy for improved clarity on 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 personalized ads. We will begin enforcing this policy on May 11, 2022.

The updated language will read as:

European user consent

The following is not allowed:

Promotions that violate our policy on consent from European users

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 personalized 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 in scope of the policy, and if so, remove those ads before May 11, 2022.


(Posted on March 10, 2022)


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