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).
User Messaging Platform SDK
For information on obtaining consent using the User Messaging Platform (UMP)
SDK, see our User Messaging Platform SDK
guide. Consent obtained through the UMP
SDK are automatically forwarded to the IMA SDK.
Consent revocation
GDPR requires consent revocation
to allow users to withdraw their consent choices at any time. See
Privacy options
to implement a way for users to withdraw their consent choices.
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.
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.
[[["Easy to understand","easyToUnderstand","thumb-up"],["Solved my problem","solvedMyProblem","thumb-up"],["Other","otherUp","thumb-up"]],[["Missing the information I need","missingTheInformationINeed","thumb-down"],["Too complicated / too many steps","tooComplicatedTooManySteps","thumb-down"],["Out of date","outOfDate","thumb-down"],["Samples / code issue","samplesCodeIssue","thumb-down"],["Other","otherDown","thumb-down"]],["Last updated 2025-09-04 UTC."],[[["\u003cp\u003ePublishers must obtain user consent for cookies, data collection, and ad personalization in the EEA, complying with EU policies.\u003c/p\u003e\n"],["\u003cp\u003eConsent can be obtained using the User Messaging Platform (UMP) SDK, and revoked by users at any time through provided options.\u003c/p\u003e\n"],["\u003cp\u003eNon-personalized ads can be enforced by appending \u003ccode\u003e&npa=1\u003c/code\u003e to the ad tag, limiting ad targeting based on user history.\u003c/p\u003e\n"],["\u003cp\u003eUsers under the age of consent can be tagged using \u003ccode\u003e&tfua=1\u003c/code\u003e, disabling personalized advertising and third-party ad vendor requests for compliance with GDPR.\u003c/p\u003e\n"]]],[],null,["Select platform: [HTML5](/interactive-media-ads/docs/sdks/html5/client-side/consent \"View this page for the HTML5 platform docs.\") [Android](/interactive-media-ads/docs/sdks/android/client-side/consent \"View this page for the Android platform docs.\") [iOS](/interactive-media-ads/docs/sdks/ios/client-side/consent \"View this page for the iOS platform docs.\") [tvOS](/interactive-media-ads/docs/sdks/tvos/client-side/consent \"View this page for the tvOS platform docs.\")\n\n\u003cbr /\u003e\n\n| **Note:** Consent reporting requires IMA SDK for Android version 3.1.3 or higher\n\nUnder Google's [EU User Consent\nPolicy](//www.google.com/about/company/consentstaging.html),\nyou must make certain disclosures to your users in the European\nEconomic Area (EEA) and obtain their consent for the use of cookies or\nother local storage where legally required, and for the collection,\nsharing, and use of personal data for ads personalization. This policy\nreflects the requirements of the EU ePrivacy Directive and the General\nData Protection Regulation (GDPR).\n\nUser Messaging Platform SDK\n\nFor information on obtaining consent using the User Messaging Platform (UMP)\nSDK, see our [User Messaging Platform SDK\nguide](/interactive-media-ads/docs/sdks/android/client-side/privacy). Consent obtained through the UMP\nSDK are automatically forwarded to the IMA SDK.\n\nConsent revocation\n\nGDPR requires [consent revocation](//support.google.com/admanager/answer/10114217)\nto allow users to withdraw their consent choices at any time. See\n[Privacy options](/interactive-media-ads/docs/sdks/android/client-side/privacy#privacy_options)\nto implement a way for users to withdraw their consent choices.\n\nForwarding consent to the IMA SDK **Note:** On version 3.16.2 or higher, the IMA SDK automatically populates the TC String in the ad tag from the UMP SDK or any other IAB TCF v2.0-compliant consent management provider.\n\nBy default, ad requests to Google serve personalized ads, with ad selection\nbased on both the content of the web page or app and the history of the user\nvisiting it. Google also supports serving non-personalized ads.\n[Learn more about personalized and non-personalized\nads](//support.google.com/admanager/answer/9005435)\n\nTo force non-personalized ads, you can append `&npa=1` to your ad tag\nto specify that only non-personalized ad content should be returned.\n\n\u003cbr /\u003e\n\nTagging users as under the age of consent\n\nYou can mark your ad requests to receive treatment for users in the European\nEconomic Area (EEA) under the age of consent. This feature is designed to\nhelp facilitate compliance with the [General Data Protection Regulation\n(GDPR)](//eur-lex.europa.eu/legal-content/EN/TXT/?uri=CELEX:32016R0679).\nNote that you may have other legal obligations under GDPR. Please review\nthe European Union's guidance and consult with your own legal counsel.\nPlease remember that Google's tools are designed to facilitate compliance\nand do not relieve any particular publisher of its obligations under the\nlaw. [Learn more about how GDPR affects\npublishers](//support.google.com/admanager/answer/7666366)\n\nWhen using this feature, a TFUA (Tag For Users under the Age of Consent in\nEurope) parameter will be included in the ad request. This parameter disables\n[personalized advertising](//support.google.com/admanager/answer/9005435),\nincluding remarketing, for that specific ad request. It also disables\nrequests to third-party ad vendors, such as ad measurement pixels and\nthird-party ad servers. The parameter does not affect your use of\nAd Manager key-values. Consequently, you must ensure that your use of\nkey-values is compliant with GDPR.\n\nIncluding the TFUA parameter in an ad request takes precedence over any\napplicable site-level settings.\n\nTo include this tag on all ad requests made from your implementation,\nappend `&tfua=1` to your ad tag.\n\n\u003cbr /\u003e"]]