AdSense Privacy Policy: What It Must Include in 2026 (Plus Consent Rules)
In February 2008 Google updated the AdSense terms to require every publisher to post a privacy policy disclosing cookies and web beacons. I wondered how Google would enforce it across thousands of blogs. Today it’s routine, and an AdSense privacy policy is also checked during site review. Here’s what yours must include in 2026. (General information, not legal advice.)
Quick answer: Your privacy policy must say that third-party vendors, including Google, use cookies to serve ads based on visits to your site and other sites; that Google’s advertising cookies enable this; and how users can opt out of personalised ads (Google Ads Settings or aboutads.info). If you serve ads from other networks, name them and link to their opt-outs. Visitors in the EEA, UK and Switzerland also need a Google-certified consent message.
Table of Contents
What an AdSense privacy policy must include
- Third-party vendors, including Google, use cookies to show ads based on users’ prior visits.
- Google’s use of advertising cookies lets it and partners serve ads based on visits to your site and others.
- Users can opt out of personalised advertising via Google’s ad settings, or opt out of some third-party cookies at aboutads.info.
- If third-party ad serving is enabled, a list of those vendors and links to their sites and opt-outs.
The wording comes from Google’s AdSense required content help page.
Consent requirements
- EEA, UK and Switzerland: use a Google-certified consent management platform (CMP), such as AdSense’s own Privacy & messaging tool.
- US states: AdSense offers settings for state privacy laws, like restricted data processing.
- Explain cookies and data use in plain language, and link the policy in your footer.
Other things to cover
- Analytics tools you use (for example Google Analytics).
- Comments, contact forms and newsletters: what data you collect and why.
- Affiliate links and their tracking cookies.
- How visitors can contact you about privacy requests.
Not approved yet? Here’s why AdSense accounts get rejected. Ads missing? See AdSense ads not showing.
FAQ
Will AdSense reject my site without a privacy policy?
It can. A clear privacy policy is part of the required content and helps approval.
Can I use a privacy policy generator?
Yes, as a starting point, but edit it to match the tools you really use.
Do I need a cookie banner outside Europe?
Not always, but some US states and other countries have their own rules; check those that apply to your audience.
your absolutely right many people no knowledge google absence privacy policy or fake click.
Thank you, I think this paragraphs of yours is sufficient enough to go with the Google Adsense rules.
I want to thank the commentors on their advice of what to write as a Privacy Policy to use on a site that serves Google’s Adsense.
Thelma
Hi,
I have added Privacy Policy page to my website but still adsense not appearing on my site. Please tell me what should i do now?
Thanks for your two pargraphs.
I have six sites that show google ads and each site has lots of articles and I’m sure that nobody intends to post a ‘privacy policy’ on every page, because apart from the work involved it would take away from the page, both emotionally and asethetically.
Do you think that adding the ‘privacy policy’ to each ‘main page’ (home page) would be sufficient?
thanks,
Michael
I may be wrong, but despite the clear intention to do so in the announcement, the new terms do not say that you must *publish* a privacy policy on your website. The terms just say that you must *have* a privacy policy.
Am I right?
Google Adsense is the flagship of contextual advertising! Really the best webmaster program for earning money!
Whewww..luckily I read this from your site.
Hi,
This article saved my life…
Good article!
Sree prakash..can i please use the paragraphs you have written on my website as part of the policy?
Thanks a lot
Ishaan
… so … shortly – is that mean that I HAVE to put information on every my page with Adsense about privacy ?
If so … picture them guys with hundreds of webpages :-)
I have done calculated the differences between the old one and the new one here: http://www.jimkarter.com/2008-02-27-new-google-adsense-policy-change.html
There are two “boilerplate” privacy policies at which are licensed under Creative Commons or in the public domain.
Of course, you should consult a lawyer before assuming that you’re properly covered by either of these…
you’r right man many webmasters have no idea how to write a privacy policy.