In the ever-changing landscape of online advertising, Google has recently announced new requirements for advertisers serving ads in the EEA (European Economic Area) and UK (United Kingdom). These updates specifically pertain to Consent Management Platforms (CMPs) and aim to provide consistent and transparent online consent experiences for users. This article will delve into the details of these requirements, their implications for advertisers, and how to ensure compliance.

Understanding Consent Management Platforms (CMPs) and the Transparency and Consent Framework (TCF)

To grasp the significance of Google’s new requirements, it’s essential to have a basic understanding of Consent Management Platforms (CMPs) and the Transparency and Consent Framework (TCF) established by IAB Europe.

CMPs are responsible for providing users with legally required notices regarding the processing of their data, the entities involved in data processing, and the specific purposes for which the data is processed. These platforms play a crucial role in ensuring compliance with privacy regulations and creating a transparent consent experience for users.

The TCF, developed by IAB Europe, supports the digital advertising ecosystem by providing a framework for CMPs and facilitating the exchange of consent data. Google integrated its ad systems into the TCF in 2020, enabling its publisher partners to benefit from the framework’s guidelines.

The New Requirement: Google-Certified CMPs for Ad Serving in the EEA and UK

Google has announced that, starting in the second half of 2023, advertisers using Google publisher products, such as AdSense, Ad Manager, and AdMob, must use a Google-certified CMP when serving ads in the EEA and UK. This requirement aims to ensure that advertisers adhere to the evolving guidelines within the TCF and provide users with consistent and transparent consent experiences.

To assist advertisers in complying with this requirement, Google will provide a list of Google-certified CMPs that meet the specifications of the TCF. This list will help advertisers choose a suitable CMP partner that aligns with their needs and ensures compliance with the new requirements. Google has also started certifying CMPs beyond those registered with the TCF, broadening the options available to advertisers and publishers.

The Significance of IAB Europe’s TCF V2.2

Google’s new requirements coincide with the finalization of IAB Europe’s TCF V2.2. This version of the framework emphasizes the importance of consistent online advertising consent experiences and further standardizes the consent management process.

By enforcing the use of Google-certified CMPs, Google aims to support the goals outlined in TCF V2.2 and encourage other industry platforms to follow suit. This alignment ensures that advertisers and publishers across the EEA and UK adopt a unified approach to online consent experiences.

Implications for Advertisers and Steps to Ensure Compliance

The new requirements introduced by Google have implications for all advertisers running or planning to run ads in the EEA and UK. To ensure compliance, advertisers should take the following steps:

  1. Review Current CMPs: Advertisers should review the CMPs they currently use for serving ads in the EEA and UK and cross-reference them with the list of Google-certified CMPs provided by Google. This process will help identify if any adjustments or changes are necessary to align with the new requirements.
  2. Consider Grace Period: While Google has not specified a definitive compliance deadline, it is likely that a grace period similar to the one provided during the integration with the TCF in 2020 will be offered. Advertisers should stay updated on Google’s communications regarding the compliance timeline and prepare to make the necessary adjustments within the given period.
  3. Choose a Google-Certified CMP: Advertisers who currently use a CMP that is not on the list of Google-certified CMPs should consider transitioning to a certified CMP as soon as possible. This transition will ensure compliance with the new requirements and maintain a seamless ad serving experience within the EEA and UK.
  4. Stay Informed: Advertisers should stay informed about any updates or changes related to the TCF and Google’s requirements. Regularly monitoring Google’s communications and industry news will help advertisers maintain compliance and make informed decisions regarding their advertising strategies.

By following these steps, advertisers can navigate the new requirements and continue serving ads effectively in the EEA and UK while providing users with transparent and consistent consent experiences.


Google’s new requirements regarding Consent Management Platforms (CMPs) for ad serving in the EEA and UK underscore the importance of transparent and consistent online consent experiences. Advertisers should ensure compliance by using a Google-certified CMP and staying informed about any updates or changes related to the Transparency and Consent Framework (TCF). By aligning with these requirements, advertisers can maintain a seamless ad serving experience while respecting user privacy and consent.

Remember, compliance with these requirements is crucial not only for ensuring legal adherence but also for building trust with users and fostering a positive online advertising ecosystem. As the digital landscape continues to evolve, staying up-to-date with industry regulations and best practices is paramount for advertisers seeking long-term success.