What are the EU Consent Policy Requirements?
The EU User Consent Policy has the following requirements:
For Google products used on any site, app or other property that is under your control, or that of your affiliate or your client, the following duties apply for end users in the European Economic Area along with the UK.
You must obtain end users’ legally valid consent to:
- the collection, sharing, and use of personal data for personalization of ads.
When seeking consent, you must:
- retain records of consent given by end users; and
- provide end users with clear instructions for revocation of consent.
You must clearly identify each party that may collect, receive, or use end users’ personal data as a consequence of your use of a Google product. You must also provide end users with prominent and easily accessible information about that party’s use of end users’ personal data (source).
So, when receiving the error, you must first fix the problem by ensuring that proper integration between your selected consent manager and tag manager work properly, then notify Google to validate the campaign.
Google will first warn you, then suspend you and continue on the escalation process through account termination. Per the documentation, no account will be suspended without first receiving a warning.
Search Discovery’s Recommended Actions
As immediate steps, you can review your existing ad campaigns and validate that consent is working properly for any campaign that targets the EU or the UK. In the event you find that consent is not working properly, you can deactivate the campaign to avoid a warning.
If you need assistance in verifying your consent management solution to ensure it is working properly in light of this policy clarification, or you have received a warning and need assistance correcting it, we stand ready to help.