About EU user consent messages

Under Google’s EU User Consent Policy, you must make certain disclosures to your users in the European Economic Area (EEA) and the UK, 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 personalization. This policy reflects the requirements of the EU ePrivacy Directive and the General Data Protection Regulation (GDPR).

Using Funding Choices, you can create and display a message to your users to help gather consents required under the General Data Protection Regulation. The message you create with Funding Choices lists the ad technology providers your site or app uses, and asks users to consent to the use of data to show personalized ads and for other purposes. You can also request consent for the use of data by your own site or app.

Preview of the EU consent message

Above: An example of an IAB Europe Transparency & Consent Framework consent message. Learn more

Visit the Ad Manager help center or AdMob help center to learn more about product features to help you comply with EU user consent policy.


Follow the detailed steps in this help center to:

Use of Google’s Additional Consent Mode

Funding Choices EU consent messages you create using the IAB Transparency and Consent Framework utilize Google’s “Additional Consent Mode.” This is how Funding Choices transmits consent decisions to vendors that are not tagged with the “TCF” icon in the IAB Europe Transparency and Consent vendor picker

The Additional Consent Mode serves as a bridge for vendors that have not yet registered on the IAB Europe Global Vendor List (GVL) (these vendors do not have the “TCF” icon in the picker). This mode enables publishers, Consent Management Providers (CMPs), and partners to gather and propagate additional consent—alongside their TCF v2.0 implementation—for companies that are not yet registered with the IAB Europe Global Vendor List but are on Google's Ad Tech Providers (ATP) list.  

Visit the Ad Manager help center or AdMob help center to read the specifications of the “Additional Consent Mode.”

Request consent for your own use of data

You can also use the EU consent message to establish transparency and consent for a set of IAB TCF data purposes—with a basis of either consent or legitimate interest—for your own use of data. Learn how to request consent for your own use of data .

Integration with Google ads

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