Why a Non-Compliant Website Could Cost You Your Google Ads Account

As business owners and marketing professionals alike know, Google has some pretty strict guidelines on what is allowed within its ad network, including Google Ads. Not only do your ads need to meet these guidelines, but the landing pages they lead to (your website) also need to be fully Google-compliant.

While the most common reasons for Google Ads account suspensions are widely known - promoting illegal goods or engaging in spammy website practices - there’s a growing focus on compliance with global privacy laws. With regulations like the GDPR and more privacy laws coming into effect globally, Google is on the lookout for non-compliant websites.

In fact, Google has been auditing websites and apps running Google Ads to check their compliance with GDPR and EU privacy laws. As part of this process, Google may send warnings to businesses with non-compliant consent banners or privacy practices. These warnings include a deadline for making necessary changes, and failing to meet the deadline could result in the suspension of the Google Ads account. :(

Let's look into it some more.

Website compliance and Google Ads

In January 2024, Google issued a clear warning: non-compliance with GDPR requirements, particularly regarding consent banners, could result in account suspension. These audits target Google Ads users in the EU/EEA. Non-compliant users risk deactivation of conversion tracking and remarketing lists—or, in the worst-case scenario, suspension of their entire Ads account.

It was made known from Senior Performance Marketing Manager and Google Ads expert, Thomas Eccel, on X:

Is this relevant in 2025?

As of January 2025, there is no specific information indicating that Google has stopped these compliance audits. Given the ongoing importance of data privacy and the stringent requirements of GDPR, it's reasonable to assume that Google continues to enforce compliance with its EU User Consent Policy. 

Website and app owners should take measures to meet GDPR standards to avoid potential disruptions to their Google Ads accounts.

Google's EU User Consent Policy

So, what is it?

Google’s EU user consent policy is an agreement between Google and anyone using their products in the European Economic Area (EEA)* and the United Kingdom (UK) markets.

Google’s EU User Consent Policy mirrors:

• The General Data Protection Regulation (GDPR)
• The ePrivacy Directive
• Any equivalent UK law

*EEA is all EU-member states plus Iceland, Liechtenstein, and Norway.

I run Google Ads. What do I need to do to comply with Google’s EU User Consent Policy?

To answer this question, let’s go through each point of the policy:

Consent Requirements

Google requires all websites to collect valid consent from users in the European Economic Area (EEA) and the UK before attaining & storing user data via cookies or similar tracking technologies, or using personal data for ad targeting or analytics purposes.

To meet this standard:

• Consent must be freely given, specific, informed, and unambiguous.
• Users must make a clear affirmative action to indicate their consent (e.g., clicking “Accept” on a cookie banner).

Transparency Obligations

Websites must provide clear and easily accessible information about:

• What data is being collected.
• The purpose of the data collection (e.g., analytics, personalized ads).
• Third parties (such as Google) who may have access to the data.

This information is typically included in a privacy policy and a cookie policy.

Cookie Banner Compliance‍

Websites must display a cookie consent banner that:

• Explains the use of cookies and their purposes.
• Allow users to accept or reject non-essential cookies.
• Offers granular control over cookie categories (e.g., Necessary, Marketing, Analytics).
• Avoids pre-ticked boxes or implied consent (e.g., “By using this site, you agree”).

Access to Consent Preferences

Users must be able to:

• Withdraw their consent at any time.
• Update their cookie preferences through a mechanism like a “Cookie Settings” link or widget.

Google Consent Mode

Google encourages websites to implement Google Consent Mode to:

• Adjust tracking behavior (e.g., analytics, ads) based on user consent status.
• Respect user choices automatically without manual intervention.

At Consentmo, our compliance solution offers seamless integration with GCM V2.

Enforcement

Non-compliance can lead to:

• Suspension of your Google Ads account.
• Fines under GDPR from regulatory authorities.

My business is not in the EU. Do I still need to comply?

Google enforces GDPR compliance for any website using its services (like Google Ads or GA4) that targets EU users. Even if your business is not based in the EU, you must:

• Obtain & manage valid user consent for data processing (e.g., cookies, personalized ads).
• Provide users with the option to reject non-essential data collection.
• Stick to Google’s guidelines for transparency and data protection.

If your ads or website reach users in the EU, you may receive a warning from Google, limited ad functionality, or account suspension.

The policy applies to both websites and mobile applications.

Is there an easy solution?

Using a Consent Management Platform (CMP) is one of the easy ways to be compliant with Google’s EU User Consent Policy. A CMP manages cookie consent by displaying a cookie banner that provides options for users to accept, reject, or customize their data preferences. It also dynamically blocks non-essential cookies (like those for marketing) until the user has agreed to cookies. 

Many CMPs integrate with Google Consent Mode, which allows tools like Google Ads and Analytics to adjust their tracking behavior based on user consent choices. While a CMP is a pretty useful tool for compliance, it should be part of a broader strategy that includes updating privacy policies pages on your website, and monitoring new privacy laws.

Important for Shopify store owners

If your business is a Shopify store, using a CMP is not only helpful but often essential for full compliance. Shopify merchants typically rely on cookies and third-party apps for analytics, advertising, and retargeting, which can complicate compliance with GDPR and Google’s policies. 

Shopify provides a prebuilt compliance solution called Customer Privacy in the Settings menu. It offers a basic cookie banner to delay cookie firing until user consent is obtained. While this feature is helpful for meeting some compliance requirements, it does not offer full legal compliance with regulations like GDPR, ePrivacy Directive, and Google’s EU User Consent Policy. What you will be needing in this case is a comprehensive compliance solution via an external Shopify app.

Consentmo is specifically designed for Shopify merchants and simplifies compliance by dynamically blocking non-essential cookies, providing consent logs for audits, and offering users granular control over their preferences. It also integrates easily with Google Consent Mode to ensure that Google Ads and Analytics align with user consent.

Conclusion

Compliance with GDPR and Google’s EU User Consent Policy is in no doubt important for businesses running Google Ads, and targeting users in the EU/EEA. Non-compliance risks account suspensions, limited ad functionality, and regulatory fines. It is not a surprising turn of events if you are keeping track of the evolving and broadening privacy laws online. Good news is there are many CMP solutions out there ready to protect your website from problems with Google. And of course if you are a Shopify merchant - consider giving Consentmo GDPR app a try.