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New Google Consent Mode Requirements to Serve Ads

Osman Husain 1/11/24 1:44 AM

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Google is committed to transparency and ensuring that users know precisely how companies use personal data, especially in advertising. Always innovating, Google’s latest consent update changes how businesses run ads in European markets.

Back in May of 2023, Google announced it would make changes to its consent policies for those serving Google Ads in the European Economic Area (EEA) and the UK. This change requires that businesses have a consent signal in place from a Google-certified consent management platform (CMP).


Why the Update?

In 2020, Google started using a system created by IAB Europe called the Transparency and Consent Framework (TCF). This framework helps websites and apps get permission from EEA and UK users to use their data for ads. This change comes from IAB Europe’s announcement that TCF v2.2 is now finalized and creates more consistent and stringent requirements for consent management. With the new TCF established, this update is just another way that Google continues to unify systems and policies across its global user base.


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Changes Take Effect January 16, 2024

Starting January 16, 2024, if you're a publisher or developer using Google AdSense, Ad Manager, or AdMob, you'll need to use a CMP certified by Google and integrated with the TCF when showing ads to users in the EEA and/or the UK.

Additionally, on February 1, 2024, enforcement of new CMP requirements will begin for those who use Search Ads publisher products: AdSense for Search, AdSense for Domains, and Programmable Search Engine.

New Google Error Message

Some ads accounts have started to display the error message below:

"Beginning February 1, 2024, Google will begin enforcing new consent management requirements for partners using our search ads publisher products (AdSense for search, AdSense for shopping, AdSense for domains or programmable search engine). publishers may meet those requirements by implementing a Google-certified CMP that integrates with iab Europe's transparency and consent framework (tcf) to collect consent when serving ads to users in the European economic area (EEA) or the UK."

To comply with this requirement, you must install a Google-certified CMP as instructed.


👉 Read our blog on how to install and implement Google CMP and comply with Consent Mode.


Or, Book a Demo if you'd like to talk to a product expert to learn more (100% free and with no obligations).  


What if a Business Misses the Deadline?

If a publisher doesn't use a certified CMP by the deadline, that publisher will be eligible only for limited programmatic ads in the EEA and/or the UK. On the other hand, a certified CMP allows publishers to serve both personalized ads and non-personalized ads free of any concern about compliance issues or regulatory penalties.


What Does Google-Certified CMP Mean?

A key provision of this update is that publishers must work with a Google-certified CMP. This ensures that any ads served through Google’s ecosystem are correctly aligned with the publisher’s needs for TCF compliance.

Once a CMP meets Google's criteria, it earns a place on the list of Google-certified CMPs, including pivotal platforms like Ad Manager, AdMob, and AdSense. Publishers who want to understand the evaluation process can explore Google's Help Center (specifically for the aforementioned tools) and use the registration form to begin the review process.


Do All Tech Providers Need to Register with the TCF?

CMPs must be registered with the TCF to serve ads to the EEA and UK, but some companies may work with ad technology partners that aren’t registered with the TCF. In these cases, Google offers an Additional Consent specification that guarantees that transparency and consent signals are sent to vendors who may not be registered with IAB Europe. Note that this does not replace the TCF requirements for consent; it merely provides flexibility for businesses that vendor partners work with.


Start Planning Your Compliance Strategy Now

This update is part of a broader initiative to protect user privacy and make online ads more transparent. Businesses that utilize Google's advertising services in Europe must have an approved, certified consent solution that backs them up. Otherwise they won't be able to deliver ads.


Enzuzo is a Google-certified CMP, registered with the IAB Europe Transparency and Consent Framework (TCF). Book a free demo to learn how it can serve your consent needs 👇

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Osman Husain

Osman is the content lead at Enzuzo. He has a background in data privacy management via a two-year role at ExpressVPN and extensive freelance work with cybersecurity and blockchain companies. Osman also holds an MBA from the Toronto Metropolitan University.