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Google is alerting some advertisers that they are not in compliance with the EU User Consent Policy, specifically Consent Mode v2. Starting July 21, it will deactivate personalized and non-personalized ads, remarketing, and conversion tracking features. This enforcement appears to be limited to European regions rather than being a global change.
Adriaan Dekker mentioned this on a professional networking platform, noting that if you’re not using Consent Mode v2, your EU website traffic will be somewhat impaired, and Google has ceased conversion tracking for those accounts. Not enabling No Consent Mode may lead to a decrease in the effectiveness of Google Ads campaigns.
Dekker shared an email from Google that states the account was reviewed and found non-compliant with the EU User Consent Policy. Due to this non-compliance, Google will disable various advertising functionalities including personalized ads, remarketing, and conversion tracking. The email offers assistance to help bring sites or apps into compliance and provides contact information and a form for support.
A screenshot of the email shows the details of the compliance issue. For now, this enforcement appears to be an EU-specific matter. Discussions about this update are ongoing within professional online forums.
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