Is Consent Mode v2 Mandatory?

Consent Mode v2 itself is not a law. However, if you use Google products such as Google Ads or Google Analytics and have users in the European Economic Area (EEA) or the UK, Google requires that you collect valid consent and pass consent signals. Without Consent Mode v2 (or an equivalent implementation), you may lose measurement and ad personalization in those regions.

Key Points

In the EEA/UK, Google requires consent for ads personalization and measurement under its EU User Consent Policy.
Consent Mode v2 provides the standardized way to pass consent states to Google tags (including ad_user_data and ad_personalization).
For certain ad products (e.g., AdSense, Ad Manager, AdMob), Google requires use of a Google‑certified CMP for EEA/UK traffic.
Outside the EEA/UK, using Consent Mode is recommended but not strictly required by Google policy.

How Consent Mode v2 works Install CookieBeam