In late November 2023, Google unveiled Consent Mode Version 2 (v2), marking a significant change in how consent is managed across its suite of products, including Google Ads and Google Analytics. This update comes in response to the evolving Digital Markets Act (DMA) and Google’s commitment to user consent.
Starting March 2024, Google will step up enforcement of these updated consent requirements. Businesses and website owners are now facing a clear mandate: adapt to these changes or risk restrictions on their use of Google’s advertising and analytics tools. This move underpins the urgency for organisations, including those in the UK and echoed by compliance platforms like CookieBot, to ensure their practices align with Google Consent Mode v2's guidelines.
Failure to implement the necessary changes by the March 2024 deadline will lead to service disruptions. So you need to act now to ensure your organisation isn't impacted!
Read on to understand what Google Consent Mode v2 is, and how it can be useful to your organisation…
Google Consent Mode v2 was created to seamlessly work alongside your website's existing consent management platforms, such as OneTrust, TrustArc, and CookieBot. It works by delivering the consent preferences of users from cookie banners/widgets to Google's services, including Google Analytics and Google Ads.
This integration allows consent management platforms to dynamically adjust according to user consent choices, ensuring adherence to regulatory requirements like the GDPR and DMA.
Essentially your business will still be able to make use of critical data analytics and advertising capabilities, but within a compliant framework.