Request consent from EU users

AI-generated Key Takeaways

• Publishers serving users in the European Economic Area (EEA) must comply with Google's EU User Consent Policy, including obtaining consent for cookies, data collection, and ad personalization.

• To comply with GDPR for users under the age of consent in the EEA, publishers can include the &tfua=1 parameter in ad requests, disabling personalized advertising and third-party ad vendor requests.

• Non-personalized ads can be served by appending &npa=1 to the ad tag, restricting ad selection to the content of the webpage or app.

• Publishers are ultimately responsible for GDPR compliance, even when using Google's tools designed to help facilitate it.

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Under Google's EU User Consent Policy, you must make certain disclosures to your users in the European Economic Area (EEA) and obtain their consent for the use of cookies or other local storage where legally required, and for the collection, sharing, and use of personal data for ads personalization. This policy reflects the requirements of the EU ePrivacy Directive and the General Data Protection Regulation (GDPR).

Forwarding consent to the IMA SDK

By default, ad requests to Google serve personalized ads, with ad selection based on both the content of the web page or app and the history of the user visiting it. Google also supports serving non-personalized ads. Learn more about personalized and non-personalized ads

To force non-personalized ads, you can append &npa=1 to your ad tag to specify that only non-personalized ad content should be returned.

This is accomplished with the adTagParameters property, like so:

function requestLiveStream(assetKey, apiKey) {
  var streamRequest = new google.ima.dai.api.LiveStreamRequest();
  streamRequest.assetKey = assetKey;
  streamRequest.apiKey = apiKey;
  streamRequest.adTagParameters = {"npa": 1};
  streamManager.requestStream(streamRequest);
}

Tagging users as under the age of consent

You can mark your ad requests to receive treatment for users in the European Economic Area (EEA) under the age of consent. This feature is designed to help facilitate compliance with the General Data Protection Regulation (GDPR). Note that you may have other legal obligations under GDPR. Please review the European Union's guidance and consult with your own legal counsel. Please remember that Google's tools are designed to facilitate compliance and do not relieve any particular publisher of its obligations under the law. Learn more about how GDPR affects publishers

When using this feature, a TFUA (Tag For Users under the Age of Consent in Europe) parameter will be included in the ad request. This parameter disables personalized advertising, including remarketing, for that specific ad request. It also disables requests to third-party ad vendors, such as ad measurement pixels and third-party ad servers. The parameter does not affect your use of Ad Manager key-values. Consequently, you must ensure that your use of key-values is compliant with GDPR.

Including the TFUA parameter in an ad request takes precedence over any applicable site-level settings.

To include this tag on all ad requests made from your implementation, append &tfua=1 to your ad tag.

function requestLiveStream(assetKey, apiKey) {
  var streamRequest = new google.ima.dai.api.LiveStreamRequest();
  streamRequest.assetKey = assetKey;
  streamRequest.apiKey = apiKey;
  streamRequest.adTagParameters = {"tfua": 1};
  streamManager.requestStream(streamRequest);
}

The example above uses a live stream request, but the same applies to VOD streams.