If you operate in the EU or EEA and want your data-driven marketing practices to continue uninterrupted, you need a Google-approved consent management solution that supports the latest version of Google's consent mode.

If you are a user of Google services (e.g. GA4, Google Ads, gtag and Google Tag Manager), you need to act now. Implement the consent solution and indicate user consent in a simple and automated way by March 2024.

Using Google's v2 consent mode ensures you receive vital consent analytics and information through conversion models and even de-identified data.

Don't risk advertising interruptions or loss of revenue..

This Google recommendation addresses the need to comply with European Union (EU) and European Economic Area (EEA) privacy regulations, particularly with regard to data-driven marketing. Here is a more detailed explanation of the key points:

Activity in the EU or EEAIf your business operates in the European Union or the European Economic Area, you are subject to EU privacy regulations, such as the General Data Protection Regulation (GDPR). This means that you must comply with certain requirements regarding the handling of personal data.

Google-approved consent managementGoogle requires you to use a consent management solution approved by Google if you wish to continue using their data-driven marketing services, such as Google Analytics 4 (GA4), Google Ads, gtag and Google Tag Manager. This consent management solution ensures that users properly consent before their personal data is collected and used for marketing purposes.

Supports the latest version of Google's consent modeGoogle updates its privacy policies and tools regularly. Therefore, it is important that the consent management solution you choose is compatible with the latest version of Google's consent mode to ensure you comply with current standards.

Deadline for implementationGoogle urges you to implement the consent solution and obtain consent from users in a simple and automated way by March 2024. This is crucial to avoid disruptions to your marketing activities and possible penalties for non-compliance with privacy regulations.

Advantages of using Google Consent Mode v2By adopting Google's v2 consent mode, you can ensure that you are receiving accurate analytics and consent data from users. This allows you to make informed decisions about your marketing strategies and ensure you are effectively complying with privacy regulations.

In summary, it is essential that businesses operating in the EU or EEA implement a consent management solution approved by Google and compatible with the latest version of Google's consent mode to ensure compliance with privacy regulations and avoid potential negative consequences for their marketing activities.