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
Using Funding Choices
When you have Funding
Choices included in your
site, the IMA SDK will automatically detect its presence and populate the
consent setting in your ad tag. For this to happen, Google Publisher Tags
(GPT) must be loaded on your site. No
further action is needed on your part.
Forwarding consent without Funding Choices
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 serving users in the European Economic Area (EEA) must comply with Google's EU User Consent Policy, including disclosing data collection practices and obtaining consent for cookies, data usage, and ad personalization.\u003c/p\u003e\n"],["\u003cp\u003ePublishers can forward consent obtained through Funding Choices to the IMA SDK automatically using Google Publisher Tags or by manually configuring ad tags to indicate consent status for personalized or non-personalized ads.\u003c/p\u003e\n"],["\u003cp\u003eTo comply with GDPR regulations concerning users under the age of consent, publishers can use the \u003ccode\u003e&tfua=1\u003c/code\u003e parameter in ad requests, which disables personalized advertising and third-party vendor requests for that specific ad request.\u003c/p\u003e\n"],["\u003cp\u003eWhile Google provides tools to assist with compliance, publishers are ultimately responsible for fulfilling their legal obligations under GDPR and should seek guidance from legal counsel when necessary.\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\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\n\u003cbr /\u003e\n\nForwarding consent to the IMA SDK\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\nUsing Funding Choices\n\nWhen you have [Funding\nChoices](//support.google.com/fundingchoices#topic=7074184) included in your\nsite, the IMA SDK will automatically detect its presence and populate the\nconsent setting in your ad tag. For this to happen, [Google Publisher Tags\n(GPT)](/publisher-tag/guides/get-started) must be loaded on your site. No\nfurther action is needed on your part.\n\nForwarding consent without Funding Choices\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"]]