Understanding Google's New Ad Requirements: What It Means for EEA, UK, and Swiss Business Owners

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As a business owner in the EEA, UK, or Switzerland, staying up-to-date with evolving digital marketing regulations is crucial for maintaining your online presence and advertising effectiveness. Beginning January 16th, 2024, Google Ads policies are undergoing significant changes, particularly for ads served on Google AdSense, Ad Manager, AdMob, and other platforms that support Google bidding. This blog post will guide you through these upcoming changes and how they might impact your business.

Key Changes to Be Aware Of

1. Requirement for Google-Certified IAB TCF CMP
From January 16th, 2024, any Google Ads served via Google AdSense, Ad Manager, AdMob, or platforms supporting Google bidding will require the use of a Google-certified IAB Transparency and Consent Framework (TCF) Consent Management Platform (CMP) for users in the European Economic Area (EEA) and the UK.

2. Extension of TCF Requirements to CTV and Swiss Traffic
Starting in July 2024, Google’s TCF requirements will also encompass Connected TV (CTV) inventory and Swiss traffic. This means that if your ad inventory in these regions does not comply with the IAB’s TCF using a Google-certified CMP, your Google Ads will no longer serve personalized ads.

3. Impact on Personalised Ads
Previously announced, as of January 16th, 2024, Google Ads will cease personalized advertising on EEA and UK Google web and app publisher partner inventory that fails to comply with the IAB’s TCF requirement using a certified CMP. By July 31st, 2024, this will extend to also include Swiss inventory as well as CTV.

4. No Action Required for Ad Buyers, Advertisers, and Agencies
One important aspect to note is that ad buyers, advertisers, and agencies do not need to take any action to comply with these new regulations. Google will handle the necessary changes, ensuring that your ad placements remain consistent with consent standards across Europe.

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The Promotion of Privacy Standards

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Google’s new requirements are part of an ongoing effort to foster a more privacy-conscious digital advertising ecosystem. By aligning with Europe’s ubiquitous consent standards, these actions are intended to ensure users' privacy is respected while maintaining the performance and effectiveness of digital advertising.

As a business owner, understanding these changes can help you navigate the shifting landscape of online advertising. With Google’s push towards integrating TCF-certified CMPs, you can be confident that your ads will continue to serve on compliant websites and apps, providing a seamless user experience and maintaining ad performance.

What to Expect Moving Forward

Google has promised to share more information and timelines by the end of the year. It’s essential to stay informed and ready to adapt to any further adjustments in the digital advertising realm.

At Bobo Digital, we believe in keeping our clients at the forefront of digital marketing trends. These efforts to enhance user privacy align with our commitment to a responsible and effective digital advertising strategy. Should you have any questions regarding these changes or how to optimise your ad campaigns moving forward, we are here to assist.


Navigating digital marketing landscape changes can be challenging, but you don't have to do it alone. At Bobo Digital, we specialise in providing expert digital marketing solutions tailored to your business needs. Stay ahead of the curve and ensure your advertising strategies are compliant and effective. Contact us today at Bobo Digital to learn more about how we can help your business thrive in a rapidly evolving digital world.