Microsoft Advertising Action Required – Adopt Consent Mode for UET by May 5th

Microsoft Advertising News! Microsoft Advertising Action Required – Adopt Consent Mode for UET by May 5th

Microsoft sents out deadline emails: 

"Dear Valued Customer,

Our clients with end users in the EEA, UK, and Switzerland are required to secure end user consent in compliance with applicable terms and Microsoft Advertising policies. According to these policies, you must ensure that Microsoft device identifiers (e.g. cookies) are not dropped on user devices on web domains associated with your Microsoft campaigns without proper end user consent.

All clients using UET with end users in the EEA, UK, and Switzerland must provide an explicit consent signal to Microsoft to avoid impact on campaign monetization. We are rolling out policy enforcement in a phased approach, with full enforcement taking effect on May 5th, 2025.

If you are not already doing so, please start sending us consent signals using one of the following methods before May 5th to avoid further impact, as this will affect your advertising performance by preventing retargeting and conversion measurement for site visits coming from the EEA, UK, and Switzerland.

• Implement UET Consent Mode to adjust how Microsoft tags behave based on the consent status of users;

• Use Transparency and Consent Framework v2.0 (TCF 2.0) to pass consent signals directly via a TCF 2.0 string, or via a consent management platform (CMP) to Microsoft Advertising;

• Set up UET tags using Google Tag Manager;

• Use one of the following CMPs with support for UET Consent Mode now integrated into these solutions."