Google Consent Management Requirements Explained
Google has introduced consent management requirements for publishers and advertisers serving users in the EEA, UK, and Switzerland. These requirements affect how Google services handle user data and ad targeting.
Timeline
| Date | Requirement |
|---|---|
| January 16, 2024 | Consent management required for EEA and UK |
| July 31, 2024 | Consent management requirement extended to Switzerland |
What This Means
Starting from these dates, Google requires that websites using Google services (Analytics, Ads, AdSense, etc.) implement a Google-certified Consent Management Platform (CMP) to collect and signal user consent.
Consequences of Non-Compliance
⚠️
Failing to meet Google's consent requirements may result in:
- Suspension of ad targeting — Personalized ads will be restricted for users in affected regions.
- Restricted conversion measurement — Conversion data may be limited or unavailable.
- Revenue impact — Reduced ad effectiveness and lower revenue from affected regions.
Avada Cookie Consent Solutions
Avada Cookie Consent (Hello Cookie) meets Google's consent management requirements:
- IAB TCF CMP ID 454 — Avada Cookie Consent is a certified CMP registered with the IAB with CMP ID 454.
- Google Certified — The app is recognized by Google as a certified consent management solution.
- Enterprise Plan — Full IAB TCF compliance features are available on the Enterprise plan, including TCF v2.3 support and Google Consent Mode V2 integration.
To meet all Google requirements, we recommend using the Enterprise plan which includes both IAB TCF v2.3 and Google Consent Mode V2.