Consent signals required for EEA, UK and Swiss traffic from May 5, 2025
- Date
- Mar 19, 2025
- Effective
- May 5, 2025
- Regions
- EEA, UK, Switzerland
- Primary source
- Microsoft Advertising Blog
Microsoft began enforcing explicit user consent signals via UET Consent Mode, IAB TCF 2.0 or tag-manager integrations for site visits from the EEA, UK and Switzerland. Advertisers not passing signals by May 5, 2025 would see degraded measurement and performance in those regions.
Search Engine Land first reported the enforcement on March 19, 2025; Microsoft published the deadline post on March 31, 2025.
Sources
- open_in_newProviding user consent signals on your Microsoft campaigns by May 5, 2025Microsoft Advertising Blog · Mar 31, 2025
- open_in_newMicrosoft to enforce consent compliance for advertisersSearch Engine Land · Mar 19, 2025
- open_in_newMicrosoft Advertising will start enforcing Consent Mode in MaySearch Engine Land · Mar 31, 2025
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