Reminder – Google is updating ad requirements in UK & Europe

by | Dec 14, 2023 | Digital Marketing, Google, Google Ads, Paid social, PPC

Google is updating its ad-serving requirements in the European Economic Area (EEA) and the UK, and this article serves as a gentle reminder to publishers and developers in these regions. Under the new rules, those using Google AdSense, Ad Manager, or AdMob are required to use a certified Consent Management Platform (CMP) that has been certified by Google and integrated with the IAB Europe’s Transparency and Consent Framework (TCF). Enforcement of these requirements will begin on January 16, 2023, and will gradually expand to all EEA and UK traffic by the end of February 2024.

It is crucial for businesses running campaigns in these regions to adopt a Google certified CMP, as failure to do so will result in only programmatic limited ads being served, potentially impacting monetization. A Google-certified CMP is a platform approved by Google to assist businesses in managing user consent for online advertising and data collection, adhering to the IAB’s Transparency and Consent Framework (TCF) v2. It is recommended to check Google’s full list of certified CMPs to ensure compliance with the new requirements.

In the event that a current CMP is not listed among Google’s certified CMPs, it is advisable to reach out to the CMP directly to inquire about their certification status. IAB Europe, which consists of a coalition of 27 national IABs across Europe and over 500 companies, works to support the online advertising industry by conducting research and providing legal assistance. The organization aims to empower businesses to effectively create messages that resonate with consumer preferences.

The Transparency and Consent Framework (TCF) is a voluntary standard developed by IAB Europe to facilitate collaboration between website publishers, app developers, and technology partners, ensuring a standardized user experience for privacy choices. This framework allows users to grant or withhold consent and exercise their ‘right to object’ to data processing, based on practical requirements from Data Protection Authorities and legal principles.

For more information, readers are encouraged to read Google’s full announcement. It is imperative for businesses operating in the EEA and the UK to understand and comply with these new ad-serving requirements to avoid any potential impact on monetization and ensure ongoing compliance with GDPR and other data privacy regulations.

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