Google Ads suspension threats for non-compliant consent banners


Google Ads is warning marketers they could face account suspension in the European Union (EU) should their websites and apps have non-compliant GDPR Consent Banners

Why we care. If your ads are running in the EU, it’s imperative to promptly address any violations by the specified deadline set by Google. Failure to do so may result in significant disruptions to your ad campaign.

Action needed. If Google Ads detects a violation on your app or website, it will send you an email pinpointing the problem and set a deadline for fixing it. Google will keep an eye on your account to make sure you’ve resolved the issue in time. If not, the platform will take action which may include account suspension.

First spotted. Senior Performance Marketing Manager and Google Ads expert, Thomas Eccel, was the first to share a screenshot of the Google Ads warning on X:

Google Ads Gdpr Consent Banners 601x600Google Ads Gdpr Consent Banners 601x600

He captioned the image “Google EU Policy Team has sent out emails for websites with non-compliant GDPR Consent Banners. If until the given deadline, the Consent Banner has not been fixed, including suspension.”

New rules. The EU User Consent Policy mandates that marketers utilizing Google Ads must:

  • Secure consent from end users in the EU and UK for:
    • The use of cookies or other local storage where legally required.
    • The collection, sharing, and use of personal data for the personalization of ads.
  • Clearly identify every party that might collect, receive, or utilize end users’ personal data due to your utilization of a Google product.
  • Ensure that end users can easily access clear and prominent information about how the identified parties intend to use their personal data.

Why now? The warning notifications started after Google announced last week that advertisers wanting to serve personalized ads to consumers in the EEA must take immediate action to prevent campaign performance issues. A spokesperson advised that markets must now send verifiable consent signal(s) to Google as the search engine prepares to step up the enforcement of its EU User Consent Policy.

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Deep dive. Refer to the urgent steps outlined by Google for detailed instructions on implementing consent mode for your website or app.


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