Requesting Consent from European Users

Stay organized with collections Save and categorize content based on your preferences.

Under the Google EU User Consent Policy, you must make certain disclosures to your users in the European Economic Area (EEA) and obtain their consent to use cookies or other local storage, where legally required, and to use personal data (such as AdID) to serve ads. This policy reflects the requirements of the EU ePrivacy Directive and the General Data Protection Regulation (GDPR).

Ads served by Google can be categorized as personalized or non-personalized, both requiring consent from users in the EEA. By default, ad requests to Google serve personalized ads, with ad selection based on the user's previously collected data. Google also supports configuring ad requests to serve non-personalized ads. Learn more about personalized and non-personalized ads.

This guide describes how to forward consent to the Google Mobile Ads SDK once you have obtained consent.


The default behavior of the Google Mobile Ads SDK is to serve personalized ads. If a user has consented to receive only non-personalized ads, you can configure an AdRequest object with the following code to specify that only non-personalized ads should be requested:

AdRequest request = new AdRequest.Builder()
        .AddExtra("npa", "1")

If non-personalized ads are requested, the ad request URL currently includes &npa=1. However, note that this is an internal implementation detail of the Google Mobile Ads SDK and is subject to change.

Delay app measurement (optional)

By default, the Google Mobile Ads SDK initializes app measurement and begins sending user-level event data to Google immediately when the app starts. This initialization behavior ensures you can enable AdMob user metrics without making additional code changes.

However, if your app requires user consent before these events can be sent, you can delay app measurement until you explicitly initialize the Mobile Ads SDK or load an ad.

To delay app measurement for both Android and iOS in your Unity project, follow the steps for both platforms.

In the Unity editor, select Assets > Google Mobile Ads > Settings from the menu.

Click Delay app measurement checkbox under Google AdMob section.

Mediation networks

Google currently is unable to obtain and handle consent for mediation networks, so you'll need to obtain and handle consent for each ad network separately. Please refer to each mediation partner's integration guide for implementation details.