Here’s the question I get the most about this:
“I am a Google Ads advertiser, but I am not based in the EEA/UK. Am I still required to implement consent mode?”
The short answer: YES, if you are targeting people in the European Economic Area (EEA) and/or the UK. As for the longer answer…
“If your agreement with Google incorporates the ‘EU user consent policy’, or you otherwise use a Google product that incorporates this policy, you must ensure that certain disclosures are given to, and consents obtained from, end users in the European Economic Area along with the UK. If you fail to comply with this policy, we may limit or suspend your use of the Google product and/or terminate your agreement.”
Source: https://www.google.com/about/company/user-consent-policy/
This basically means that all Google Ads advertisers and GA4 users who target EEA/UK must implement consent mode.
– Nils