Consent Mode v2 Enforcement Ramp: EEA Traffic Needs Signal, Not Silence
Consent Mode v2 enforcement tightened again. What advertisers with European traffic must implement — and why Indian accounts should watch the pattern.
September 2025 saw another consent-management tightening for European traffic: Google continues restricting the use of conversion data gathered without proper user consent signals, pushing Consent Mode v2 into genuine enforcement territory.
What you need to know
The update in four points:
- EEA-context sites without consent signals risk measurement gaps
- Consent Mode v2 needs a CMP passing landmark events (denied/admitted)
- Restricted data mode still serves ads — but learning slows
- It's a template for other markets; prepare early
What this means for advertisers
Indian advertisers with no European traffic can file this as future context — but the measurement philosophy scales everywhere. Post-consent maths (modelled conversions) is where Google is headed globally.
Next step
If you take any EEA traffic or multinational clients, implement a consent-management platform and Consent Mode v2 signals now. Everyone else: keep Conversions API healthy so modelling has data to work with.
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