EU User Consent Policy compliance deadline set for July 21, 2025 with suspension of ad features

Google emailed advertisers with violating sites that they must comply with the EU User Consent Policy by July 21, 2025 or lose personalized and non-personalized ads, remarketing and conversion tracking on those sites. Affects advertisers with EEA/UK traffic.

Google's notice ('[Action Required] Compliance with Google's EU User Consent Policy') listed violating sites and asked advertisers to submit a compliance plan. Non-compliant sites lose personalized and non-personalized ads, remarketing and conversion tracking after July 21, 2025. The policy underpins Consent Mode requirements for EEA/UK traffic.