Google Ads suspension threats for non-compliant consent banners

Google warned website and app owners that they could face account suspension in the European Union (EU) if they display non-compliant GDPR Consent Banners.

Why we care. Site owners need address violations before Google-assigned deadlines or risk not generating revenue from Google.

Action needed. If Google detects a violation, it will send an email pinpointing the problem and a deadline for fixing it. Google will monitor your account to make sure you’ve resolved the issue in time. If not, the platform will take action which may include account suspension.

First spotted. Senior Performance Marketing Manager and Google Ads expert, Thomas Eccel, was the first to share a screenshot of the Google Ads warning on X:

Google Ads Gdpr Consent Banners 601x600

He captioned the image “Google EU Policy Team has sent out emails for websites with non-compliant GDPR Consent Banners. If until the given deadline, the Consent Banner has not been fixed, including suspension.”

New rules. The EU User Consent Policy mandates that site owners must:

  • Secure consent from end users in the EU and UK for:
    • The use of cookies or other local storage where legally required.
    • The collection, sharing, and use of personal data for the personalization of ads.
  • Clearly identify every party that might collect, receive, or utilize end users’ personal data due to your utilization of a Google product.
  • Ensure that end users can easily access clear and prominent information about how the identified parties intend to use their personal data.

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Deep dive. Refer to the urgent steps outlined by Google for detailed instructions on implementing consent mode for your website or app.

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About the author

Nicola AgiusNicola Agius

Nicola Agius is Paid Media Editor of Search Engine Land after joining in 2023. She covers paid search, paid social, retail media and more. Prior to this, she was SEO Director at Jungle Creations (2020-2023), overseeing the company’s editorial strategy for multiple websites. She has over 15 years of experience in journalism and has previously worked at OK! Magazine (2010-2014), Mail Online (2014-2015), Mirror (2015-2017), Digital Spy (2017-2018) and The Sun (2018-2020). She also previously teamed up with SEO agency Blue Array to co-author Amazon bestselling book Mastering In-House SEO.

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