Update to European Union user consent policy (May 2022)

Google provides translated versions of our Help Centre, though they are not meant to change the content of our policies. The English version is the official language that we use to enforce our policies. To view this article in a different language, use the language drop-down 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 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:

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 personalised ads.


Violations of this policy won't lead to immediate account suspension without prior warning. A warning will be issued at least seven 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 11 May 2022.


(Posted on 10 March 2022)


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