Google Consent Mode v2 Required (EEA) (2024)
Advertisers targeting the EEA must pass user consent signals to keep personalised ads and remarketing.
DateMar 2024
PlatformGoogle Ads
TypePrivacy
Who it affectsEEA advertisers
What happened
From March 2024, advertisers using Google services with users in the European Economic Area had to send consent signals via consent mode v2, including two new parameters for ad personalisation and user data, to keep remarketing and personalised advertising.
Who it affected
EEA advertisers.
What it means for marketers today
If you have EEA or UK traffic, implement consent mode properly. See consent mode v2 explained.
Related
See the full Google Ads History: Every Major Change (2000–2025)