Google Ads TCF compliance becomes mandatory February 28, 2026 for all advertisers serving ads in Europe. After this date, campaigns without valid TCF v2.3 consent strings default to "Limited Ads" mode, cutting revenue by 40-60%.

TCF compliance (Transparency & Consent Framework) is the technical standard for communicating user consent between your website and advertising platforms. Google's TCF requirements now mandate version 2.3 for all consent strings generated after February 28.

What Is TCF Compliance for Google Ads?

TCF compliance means your consent management platform generates valid consent strings that meet IAB Europe's technical specifications. Version 2.3 adds a mandatory "Disclosed Vendors" segment proving which advertising vendors appeared in the consent banner users actually saw.

Google Ads TCF requirements apply to campaigns targeting the EEA, UK, or Switzerland, plus AdSense publishers with European traffic, Ad Manager programmatic inventory, and AdMob app monetization. Your business location doesn't matter. If 20% of traffic comes from Germany, Google Ads TCF compliance applies to that 20%.

Why Google Ads Requires TCF Compliance

Courts in Brussels ruled in March 2025 that advertisers claimed consent for vendors users never saw. The IAB TCF compliance framework now requires mathematical proof vendors were disclosed.

Without proper Google Ads consent framework compliance, ad requests default to "Limited Ads" with no personalization. Retargeting campaigns stop, conversion tracking degrades, and revenue drops 40-60% immediately. Publishers report AdSense revenue drops of 40-60% when compliance breaks. A site earning €10,000 monthly could fall to €4,000-5,000.

Google Ads TCF Compliance Requirements

Your CMP must appear on the IAB Europe certified list AND have Google certification. Not all TCF-compliant CMPs are Google-certified. This is a separate verification.

Using Google's built-in CMP through Ad Manager means automatic compliance with no action needed. Third-party CMP users should email their provider today asking when their account will support TCF v2.3 with the disclosed vendors segment.

Check your current TCF compliance status by opening your website consent banner, then navigating to DevTools, Application, Local Storage to find IABTCF_TCString. Paste that value into the IAB TCF decoder and verify a "Disclosed Vendors" section exists. Missing that section means your CMP hasn't updated for Google Ads TCF requirements yet.

Google Ads consent framework compliance means users saw every vendor receiving consent. Review your list and remove unused vendors, duplicate analytics tools, and legacy ad networks. Most advertisers can trim to 50-80 essential vendors without losing functionality.

Verifying Google Ads TCF Compliance

Log into your consent platform and check your subscription tier. Many CMPs only push automatic updates to Premium or Enterprise accounts. Some legacy licenses require paid upgrades for TCF v2.3 support. Budget 2-4 weeks for CMP migration if switching providers. Moving platforms during February means missing the deadline.

Desktop websites, mobile sites, and native apps each need separate testing. Check desktop Chrome, Firefox, and Safari, then mobile web iOS Safari and Android Chrome. Apps require an updated AdMob SDK for Google Ads TCF compliance. Desktop compliance doesn't guarantee mobile compliance.

Pull baseline data now from early February: Google Ads conversion rate, AdSense revenue per thousand impressions, Ad Manager fill rate, and percentage of requests defaulting to Limited Ads. Compare mid-February to early March. Revenue drops indicate TCF compliance problems. Tracking multiple Google products in one dashboard makes issues obvious faster. Tools like Dataslayer automate consolidation to Google Sheets or Looker Studio.

Common Google Ads TCF Compliance Mistakes

Google Consent Mode v2 (required March 2024) and IAB TCF compliance are separate systems. Consent Mode controls Google tag behavior when users reject cookies, while TCF compliance communicates consent across the entire advertising ecosystem. Google Ads requires both working together. Consent Mode without TCF compliance still triggers Limited Ads.

Verify your CMP contract details because "automatic updates" often means "automatic for paying customers on current plans." Check whether your subscription includes the TCF v2.3 update at no extra cost.

AdMob requires an updated Mobile Ads SDK for Google Ads TCF compliance. Desktop compliance doesn't guarantee mobile compliance. Test separately.

Platform-Specific TCF Requirements

Google Ads needs no configuration beyond a valid CMP, though conversion tracking may show temporary inconsistencies as old v2.2 strings get replaced with v2.3. GA4 needs Consent Mode v2 configured. If you export remarketing audiences to Google Ads, TCF compliance affects audience building.

AdSense automatically detects consent strings via JavaScript. WordPress users should test in incognito mode because some themes conflict with CMP scripts. Ad Manager must pass consent strings in programmatic bid requests. Standard setups work automatically, but custom header bidding needs manual verification.

TCF Compliance Timeline and What Happens Next

Google accepts TCF v2.2 and v2.3 through February 27, 2026 without validating disclosed vendors, creating a safe testing period. Starting February 28, new consent strings require the disclosed vendors segment, though old v2.2 strings created before the deadline stay valid until users clear cookies. The full revenue impact becomes visible in March 2026 as users gradually update consent preferences.

Consent strings created before February 28 remain valid until users clear cookies or update preferences. Users won't see new consent banners automatically because this is a backend technical change. Google Ads TCF requirements apply to all advertising in the EEA, UK, and Switzerland regardless of which Google product you use. European regulators ruled personalized advertising requires explicit consent, so legitimate interest doesn't satisfy Google Ads consent framework requirements. The TCF requirements only apply to European traffic. US visitors see normal ad serving.

Taking Action Before the Deadline

Contact Google-certified alternatives immediately if your CMP won't be ready. Platform migrations typically take 2-4 weeks, with costs ranging from €500-2,000 depending on site complexity and CMP provider. Waiting until late February leaves no room for implementation problems. A broken CMP with 8 days to fix turns into an emergency.

Email your CMP provider about their TCF v2.3 timeline this week. Pull baseline revenue metrics from the first two weeks of February and test your current consent string using the IAB TCF decoder. Before February 15, confirm your CMP certification status and verify the disclosed vendors segment is working. Test across desktop, mobile web, and native apps.

If your CMP won't be ready, get quotes from certified alternatives and budget for expedited migration. Accept that switching platforms means 1-2 weeks of revenue disruption. The February 28 deadline is firm, but you still have time for planned migration rather than emergency fixes.

Broader Privacy Compliance Context

TCF requirements sit within comprehensive marketing data privacy compliance affecting digital advertising. GDPR mandates consent for tracking cookies, and the IAB TCF compliance framework provides technical infrastructure for communicating consent across thousands of advertising vendors simultaneously.

Track Google Ads and AdSense revenue during the TCF compliance transition. Dataslayer consolidates Google Ads, AdSense, and GA4 into unified dashboards so you catch compliance issues immediately. Start free trial.