Skip to content

Documentation

Google's Banner Requirements for Consent Mode

Google's Banner Requirements for Consent Mode

Last updated Mar 30, 2026

If your site uses Google products (Analytics, Ads, AdSense, GTM, etc.) and serves visitors in the EEA, UK, or Switzerland, your consent banner must meet specific requirements defined by Google's EU User Consent Policy (EUUCP). Kukie's default banner configuration meets most of these requirements out of the box. This article explains what Google expects and how to ensure your Kukie banner is fully compliant.

Google's EU User Consent Policy banner requirements

Google's EUUCP applies to all publishers and advertisers using Google products that process personal data of users in the European Economic Area (EEA), the United Kingdom, and Switzerland. Non-compliance can result in restricted access to Google advertising features, reduced ad revenue, or account suspension.

The requirements below apply to your consent banner specifically - the interface visitors see and interact with to make their consent choice.

Required banner elements

Google requires your consent banner to include the following elements. Each section below explains the requirement and how to configure it in Kukie.

1. Data usage disclosure

Your banner must clearly state that data is collected for personalisation and analytics purposes. Specifically, Google requires the term "ads personalisation" (or equivalent wording) to appear on the first layer of your consent banner - not hidden behind a "More info" link.

How in Kukie: Edit your banner description text in Banner Editor > Text tab. Include a sentence like: "We use cookies and similar technologies for analytics and ads personalisation."

Google requires your banner to include a link to:

https://business.safety.google/privacy/

Acceptable placements (Google allows any of these):

  1. Directly on the consent banner first layer
  2. In your Privacy Policy page, linked from the banner (the link must be visible on the first layer of the privacy policy, not buried deep)
  3. Under a "More info" or "Learn more" link in the banner
  4. In the preferences/details panel of the banner

How in Kukie - choose one approach:

Approach 1 (simplest): Add to your Privacy Policy. Your banner already links to your privacy policy URL. Add a section to your policy that reads: "Learn how Google uses your data: https://business.safety.google/privacy/"

Approach 2 (banner text): In the Banner Editor > Text tab, include the link in your banner description text.

Approach 3 (preferences panel): Add the link in a cookie category description for the "Marketing" or "Analytics" category.

Important: Google auditors specifically check for this link. Make sure it is reachable within one click from the consent banner. A link buried three levels deep in your privacy policy may not satisfy the requirement.

Users must be able to take affirmative action to indicate consent. This means a clearly labelled button such as "Accept", "I agree", or "Accept all".

How in Kukie: The "Accept All" button is enabled by default on all Kukie banners. Ensure it is visible and not hidden. Check Banner Editor > Buttons section.

4. Reject or decline option

While Google's EUUCP focuses on obtaining consent, GDPR and EDPB guidance require that refusing consent is equally accessible. Your banner should include a visible "Reject" or "Decline" option on the first layer.

How in Kukie: Enable the Reject All button in Banner Editor > Buttons. Both Accept and Reject should be equally prominent (same size, same layer).

Tip: Kukie's "Symmetric buttons" option in the Banner Editor ensures Accept and Reject buttons have equal visual weight, which is a GDPR best practice.

5. Granular consent by category

Users must be able to consent to specific purposes (analytics, marketing, functional) rather than an all-or-nothing choice.

How in Kukie: This is handled automatically. The "Customise" button opens the preferences panel where users can toggle individual categories. Ensure the Customise button is enabled in Banner Editor > Buttons.

6. Third-party vendor disclosure

You must identify all parties that may collect, receive, or use personal data through your use of Google products.

How in Kukie: List Google (and any other ad technology providers) in your privacy or cookie policy. You can use Kukie's cookie scanner to identify all third-party cookies and services on your site, which helps you build a complete vendor list.

7. Privacy policy with Google-specific clauses

Your privacy policy or cookie policy must include:

Tip: Generate a cookie policy using Kukie's legal document feature. After running a cookie scan, Kukie identifies all Google cookies on your site, which you can reference in your policy.

Compliance checklist

Use this checklist to verify your banner meets Google's requirements:

  • Banner description mentions data collection for analytics and ads personalisation
  • Link to https://business.safety.google/privacy/ accessible from banner (directly, via privacy policy, or via "More info" link)
  • "Accept All" button visible on first banner layer
  • "Reject All" button visible on first banner layer (GDPR best practice)
  • "Customise" or "Preferences" button available for granular control
  • Privacy or cookie policy linked from the banner
  • Privacy policy includes Google-specific data processing clauses
  • Third-party vendors (including Google) listed in privacy policy
  • Link to Google's ad technology providers list in privacy policy (https://business.safety.google/adsservices/)
  • Google Consent Mode v2 enabled in Integrations tab
  • Banner displays for visitors from EEA, UK, and Switzerland (use Kukie's region rules for geo-targeting)
  • Non-Google scripts (Meta Pixel, etc.) blocked until consent (via Kukie auto-blocker or manual data-cc-category attributes)

For your banner to fully comply with Google's requirements, you need both:

  1. A properly configured consent banner (this article)
  2. Google Consent Mode v2 enabled to transmit consent signals to Google

See: Google Consent Mode v2: Basic vs Advanced for detailed Consent Mode configuration.

When both are in place:

  • Your banner collects informed, affirmative consent from visitors
  • Kukie transmits the consent decision to Google via Consent Mode signals
  • Google tags adjust their behaviour based on the user's choice

For a broader overview of how Kukie integrates with Google, see the Google Consent Mode v2 overview page.

Geo-targeting your banner

Google's EUUCP applies to users in the EEA, UK, and Switzerland. If your site serves global traffic, you can use Kukie's region rules to show different banner configurations by region:

  • EU/EEA visitors: Opt-in model with full banner (Accept, Reject, Customise)
  • US visitors: Opt-out model or notice-only (CCPA)
  • Rest of world: Your preferred default

Configure region rules in Banner Editor > Region Rules tab. Each region can have its own consent model, button visibility, and consent duration.

Common mistakes to avoid

  • Hiding the reject button behind "Customise" or "More options" - it should be on the first layer, equally prominent as "Accept"
  • Pre-checking non-essential cookie categories - this violates GDPR as it does not constitute valid consent
  • Using cookie walls that block content until consent is given - prohibited by CNIL, DSK, and EDPB guidance
  • Not linking to Google's Business Data Responsibility page - Google auditors specifically check for this
  • Forgetting to enable Consent Mode v2 - a compliant banner alone is not enough; consent signals must be transmitted to Google via Consent Mode
  • Using vague language like "We use cookies to improve your experience" without mentioning ads personalisation
  • Not blocking non-Google scripts - third-party tags like Meta Pixel and LinkedIn must be blocked separately from Consent Mode
Previous

Google Consent Mode v2: Basic vs Advanced
Next

Auto-Block Scripts with Google Consent Mode v2
Was this helpful?

Listed On