Request consent from EU users

  • Under Google's EU User Consent Policy, you must obtain user consent in the EEA for cookie usage and the collection/use of personal data for ads personalization.

  • You can forward user consent to the IMA SDK either automatically using Funding Choices or manually by appending &npa=1 to your ad tag for non-personalized ads.

  • You can tag ad requests for users under the age of consent in the EEA by appending &tfua=1 to your ad tag, which disables personalized advertising and third-party vendor requests for that ad request.
Select platform: HTML5 Android iOS tvOS

Under Google's EU User Consent Policy, you must make certain disclosures to your users in the European Economic Area (EEA) and obtain their consent for the use of cookies or other local storage where legally required, and for the collection, sharing, and use of personal data for ads personalization. This policy reflects the requirements of the EU ePrivacy Directive and the General Data Protection Regulation (GDPR).

By default, ad requests to Google serve personalized ads, with ad selection based on both the content of the web page or app and the history of the user visiting it. Google also supports serving non-personalized ads. Learn more about personalized and non-personalized ads

Using Funding Choices

When you have Funding Choices included in your site, the IMA SDK will automatically detect its presence and populate the consent setting in your ad tag. For this to happen, Google Publisher Tags (GPT) must be loaded on your site. No further action is needed on your part.

To force non-personalized ads, you can append &npa=1 to your ad tag to specify that only non-personalized ad content should be returned.

You can mark your ad requests to receive treatment for users in the European Economic Area (EEA) under the age of consent. This feature is designed to help facilitate compliance with the General Data Protection Regulation (GDPR). Note that you may have other legal obligations under GDPR. Review the European Union's guidance and consult with your own legal counsel. Remember that Google's tools are designed to facilitate compliance and don't relieve you of any obligations under the law. To learn more about how GDPR affects you, see Tools to help publishers comply with the GDPR.

Use the tag for age treatment, tfat, parameter to tag an ad request for age treatment. Set the tfat parameter to one of the following values depending on the treatment you want to apply:

Parameter Value Meaning
tfat=0 Unspecified
tfat=1 Child treatment (equivalent to COPPA / TFCD / TFUA child mode)
tfat=2 Teen treatment. This parameter disables personalization and enables teen-safe third-party creatives.

For more information, see Tag an ad request for age treatment (TFAT).

When using this feature, IMA SDK includes the tfat parameter in the ad request. This parameter disables personalized advertising, including remarketing, for that specific ad request. The tfat parameter also disables requests to third-party ad vendors, such as ad measurement pixels and third-party ad servers. The parameter does not affect your use of Ad Manager key-values. Consequently, you must ensure that your use of key-values complies with GDPR.

Including the age treatment parameter in an ad request takes precedence over any applicable site-level settings.

To apply age treatment to an ad request, append the &tfat= parameter to your ad tag.