Google Enforces Strict Ad Tracking Regulations Under EU Privacy Laws

Google has initiated stringent enforcement of its EU User Consent Policy, which significantly affects online advertising practices across the European Union. Effective July 21, 2025, websites that have not adopted Consent Mode v2 are prohibited from tracking conversions and building remarketing audiences for EU users. This enforcement is part of Google's broader strategy to comply with increasingly rigorous EU privacy regulations, including the Digital Markets Act.

Consent Mode v2 is designed to allow websites to communicate users' consent decisions to Google's systems, ensuring data collection occurs only with user permission. Failure to implement this mode results in blocked tracking signals, diminishing advertisers' access to critical performance metrics.

Adriaan Dekker, a Google Ads specialist, confirmed the changes, stating, "Google has pulled the plug" on non-compliant sites. Sites that continue to rely on older Consent Mode versions may already be experiencing adverse effects, including missing conversion data and reduced targeting capabilities.

To evaluate compliance, advertisers are urged to review their settings in Google Analytics 4 (GA4), specifically under Admin > Data Collection and Modification > Consent Settings. Furthermore, utilizing a certified Consent Management Platform (CMP), such as Cookiebot by Usercentrics, is recommended to ensure adherence to the new guidelines.

The implications of this policy shift are significant for EU advertisers, as the absence of consent data now directly correlates with decreased advertising performance. According to a report from the European Data Protection Board published in January 2025, the enforcement of such policies aims to enhance user privacy and control over personal data across digital platforms (European Data Protection Board, 2025).

The Digital Markets Act, which came into effect in 2023, mandates greater transparency and accountability from tech giants like Google. It aims to create a fairer digital market by enforcing strict compliance with user consent regulations (European Commission, 2023).

As Google continues to adapt its advertising practices in response to these evolving legal frameworks, businesses operating in the EU are urged to prioritize compliance to maintain their advertising efficacy. Failure to do so may not only hinder their marketing strategies but could also lead to legal repercussions under the stringent EU privacy laws.

In conclusion, as digital privacy concerns continue to escalate, adherence to Consent Mode v2 will be crucial for advertisers in the European Union. The future of digital marketing in this region hinges on the ability of companies to navigate these regulations while still achieving their advertising goals.