Publishers Delivering Advertisements in the EEA and the UK Must Comply with New Google Consent Management Standards

New Google consent management requirements for publishers serving ads in the EEA and UK.

Publishers and developers using Google AdSense, Ad Manager, or AdMob will have to use a Consent Management Platform (CMP) that has been certified by Google and has integrated with the IAB Europe's Transparency and Consent Framework (TCF) as of January 16, 2024, according to a recent announcement from Google. Publishers who use Programmable Search Engine (ProSE), AdSense For Shopping (AFSh), and AdSense For Search (AFS) are likewise subject to this condition.

New IAB TCF Requirement

When displaying ads to users in the European Economic Area or the UK, publishers must make sure they are collaborating with a CMP that has received certification from Google. Google evaluates Google-certified CMPs in accordance with TCF compliance-focused Google certification criteria. Through their Additional Consent Standard, Google currently allows publishers using the TCF to also deal with ad technology suppliers who are not TCF members. They will keep doing so. Google will evaluate CMPs to see if they can correctly support their Additional Consent Definition. If a CMP is successfully assessed against the requirements for Google certification, it will be added to their list of Google-certified CMPs. Google does not audit CMPs to ensure that they fully abide by the TCF or other relevant privacy laws.

Please get in touch with your CMP if you currently work with one that isn't on the following list of Google-certified CMPs to find out if they intend to become certified.

​Take note!

If a partner does not adopt a Google-certified CMP by January 16, 2024, no advertising will be permitted to be served on EEA and UK traffic. Personalized or non-personalized advertisements (NPA) will continue to be available to visitors coming from CMPs that have received Google certification.

List of Google-certified CMPs

​Google continues to certify CMPs, and they encourage publishers to check the list regularly.

Certified CMP

The acronym for the Google-certified CMP is Certified CMP.

TCF CMP ID

The special designation given to a CMP by the IAB that has undergone TCF validation.

Platform

The settings under which the CMP is supported and for which Google has granted the CMP certification.