Restricted Data Processing removed June 16, 2025?

[Martin]

Hello,

I received an email notification from Google AdMob stating that the settings for Restricted Data Processing for U.S. States will be removed on June 16, 2025!?

I would like to ask whether there will still be another easy way after June 16th to configure in AdMob on account level that only non-personalized ads are shown by default for users in the affected U.S. states across all apps in the account - without the need of changes to code of my iOS apps?

If not, thats too bad. It would be much easier for developers to comply with data protection laws if Google would not remove that setting! Because when developers set it to restricted (non-personalized) ads then they are easily in compliance.
But when you remove this setting on June 16th you make it much more difficult to comply. That is not an improvement, that is a setback and worsening the situation. Why are you doing this?
 
Is there any other setting I can make on account level after June 16th to show non-personalized ads only in the respective U.S. states like it was passible until now?
 
If not, I already have Google's UMP CMP (Googles Consent Management Platform) in my apps that show AdMob's privacy consent settings to European users. Would it then be sufficient to also enable the U.S.-State Privacy Message in the Privacy & Messaging section (https://admob.google.com/v2/privacymessaging/usstates) in my admob account? Will Google's UMP then also display messages in the relevant U.S. states so that the users can decide if they accept personalized or non-personalized ads? Or are there still changes to my app's code necessary?
 
Thank you so much.
 
Kind regards,
Martin

[Mobile Ads SDK Forum Advisor]

Hi Martin,

Thank you for contacting the Mobile Ads SDK Support team.

Yes, AdMob is removing the US State Regulations settings on June 16, 2025, but you can still configure non-personalized ads for users in affected states without code changes. After the change, you can use the US State Regulations message type to configure this behavior at the AdMob account level.

To restrict data processing and only show non-personalised ads to eligible users in applicable US states, you need to change the US state regulations settings. These settings don't control data that you may be sharing outside of your account, for example through mediation.

• Don't restrict data processing: Google will show personalised ads to eligible users in the applicable US states.
• Restrict data processing: Google will only show non-personalised ads from Google demand to eligible users in the applicable US states.

I hope this helps! Let us know if you have any questions.

Thanks,
 

Mobile Ads SDK Team

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[2025-05-08 17:02:45Z GMT] This message is in relation to case "ref:!00D1U01174p.!500Ht01qWINb:ref" (ADR-00304550)

[Martin]

Hello,

Thank you for your reply.

But why are you removing that setting on account level to show only non-personalized ads in relevant U.S. states? It would be much more easier for developers if you wouldn't remove that. Then developers if they want have a simple solution to comply without the need of using a Consent Management Platform. Could you please reconsider this and not remove it? I'm sure developers would love to keep that simple setting.

However, if this takes affect on June 16th, can I already enable the U.S. State Privacy Message now in the Privacy and Messaging section of my AdMob account, even though I currently still have Restricted Data Processing (RDP) activated? I assume this would not have any immediate effect while RDP is still active, but on June 16 users in the relevant U.S. states will then automatically see the privacy message in which they can chose what kind of ads they allow - is that correct?

 

And what would happen if I haven’t yet integrated a CMP into a particular app? In that case, will Google only serve ads that don’t require user consent in the relevant U.S. states – for example, only non-personalized ads? Or how will that situation be handled by Google after June 16th?

Best regards,

Martin

[Mobile Ads SDK Forum Advisor]

Hi Martin,

Thank you for getting back to us.

Yes, you can enable the U.S. State Privacy Message in the Privacy & Messaging section of your AdMob account even while the RDP setting is active. This action will not have an immediate effect due to the current RDP setting. However, once the RDP setting is removed on June 16, users in applicable U.S. states will see the privacy message, allowing them to choose their ad preferences.

If you haven't integrated a CMP into a particular app, Google will likely only serve ads that don’t require consent. This typically means that only non -personalized ads will be displayed, which could affect ad serving compliance.

Kindly refer to the help center article Restricted data processing settings, Create a US state regulations message and U.S. states privacy laws compliance. 

Kindly note that our support channel can only best assist you with regards to Google Mobile Ads SDK implementation and technical issues.

Thanks,
 

Mobile Ads SDK Team

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[2025-05-09 18:54:47Z GMT] This message is in relation to case "ref:!00D1U01174p.!500Ht01qWINb:ref" (ADR-00304550)

[Martin]

Dear Mobile Ads SDK Team,

I wanted to let you know that I’ve now activated the U.S. State Privacy Message in the Privacy & Messaging section of my AdMob account and have temporarily disabled Restricted Data Processing.

My expectation was that, similar to how the Google UMP SDK already displays the privacy message to users in Europe on first app launch, it would now also automatically show the U.S. State Privacy Message to users in the relevant U.S. states during the same initial launch flow. Shouldn't that be the case? That’s how I have it configured – to show on first app launch. And indeed, it still works correctly for European users.

However, for U.S. users, the State Privacy Message does not appear automatically on the first app launch, even though I believe it should, right? It only appears when I manually trigger it later by tapping a “Manage Consent” button (that I have in the app so that useres can open the UMP screen again and change their selection). But not right away during the first app session, as it does for users in the EU. Shouldn't it work the same way for European users and users in the relevant US states?

To test this, I used an iPhone set to the U.S. region and connected to a Californian IP via VPN.

Could you please help me understand why the U.S. State Privacy Message isn’t showing automatically at first launch, even though it’s enabled and set up correctly?

Thanks again for your continued support.

Best regards

Martin

[Mobile Ads SDK Forum Advisor]

Hi,

Thank you for getting back to us.

For the US states, consent isn’t required to be presented immediately upon app launch. It is only shown if users click on privacy options.

Kindly refer to this link for more details.

Thanks,
 

Mobile Ads SDK Team

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[2025-05-13 21:03:26Z GMT] This message is in relation to case "ref:!00D1U01174p.!500Ht01qWINb:ref" (ADR-00304550)

[GUIDE2Safeti]

Hi,

I'm also confused about this change. Would you please confirm the steps below are needed in order to remain compliance with US laws?
Under restricted data processing, there are currently 2 options, are all of those options going to be gone?

1. Go to google Admob dashboard -> Under Privacy & Messaging/US state regulations/messages

2. Create a message within the dashboard and publish

3.  Implement the SDK for displaying this message: https://support.google.com/admob/answer/10113005?hl=en-GB&ref_topic=10634121&sjid=10843626515307085346-NC

Are the above steps correct or am I missing anything?

[Mobile Ads SDK Forum Advisor]

Hi,

Yes, your understanding of the steps to comply with U.S. state privacy laws using Google AdMob is generally correct.

Ensure that you've added the Google User Messaging Platform SDK to your app to enable it to gather consent.

To manage your US state regulations settings in Privacy & messaging:

1. Sign in to your AdMob account at https://admob.google.com.
2. Click Privacy & messaging.
3. Click US state regulations. Use the options on this page to manage your US state regulations settings. 

I would recommend you to check the following help center articles for more information U.S. states privacy laws compliance, US state regulations settings and follow the instructions provided in the Add the Google User Messaging Platform SDK to your app to integrate the SDK that displays the privacy message to users.

Thanks,
 

Mobile Ads SDK Team

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[2025-05-16 03:12:23Z GMT] This message is in relation to case "ref:!00D1U01174p.!500Ht01qWINb:ref" (ADR-00304550)

[GUIDE2Safeti]

Hi,

Your response brings more questions. Are you saying the steps 1, 2 and 3 I mentioned above were only needed for displaying the message upon app launch? I know in the US we don't need this upon app launch, but we still need to display the consent options if the user clicks on the option. So my question remains unanswered. Can you please confirm which steps I need to take since the app is only available in the US? The links to documentation are very confusing. 

Best Regards,

Trish Chinique 

Founder & President 

GUIDE2Safeti

Empowering Parents, Guiding Safe Drivers 

tr...@guide2safeti.com 

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[GUIDE2Safeti]

Thank you for your response

Trish Chinique 
Founder & President 



GUIDE2Safeti
Empowering Parents, Guiding Safe Drivers 


tr...@guide2safeti.com 

Https://guide2safeti.com


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[ark.t...@gmail.com]

Hi all,

I currently have the RDP setting enabled on the account level and I haven't configured US State Regulations message, yet. What will happen after Jun 16 2025 if the US State Regulations message won't be enabled? I'm asking about type of ads that would be served in such case.

[Mobile Ads SDK Forum Advisor]

Hi,

Please note that we plan to remove the RDP network-level control on June 16, 2025. Please consider alternative ways to restrict data processing:

• To restrict data processing and only show non-personalized ads to eligible users in applicable US states, publishers can change their US state regulations settings in the AdSense UI. These settings will apply to all US states covered by privacy legislation. They do not control data you may be sharing outside of your account (for example, through mediation).

By default, data processing in AdSense isn't restricted and personalized ads will be shown to users on your site or app. To restrict data processing and only show non-personalized ads to eligible users in applicable US states, you need to change the US state regulations settings. These settings don't control data you may be sharing outside of your account, for example through mediation.

To change the US state regulations data processing settings for your entire account, complete the following steps:

1. Sign in to your AdSense account.
2. Click Privacy & messaging.
3. Click  on the US state regulations message type card.
4. Select the option you want to apply to your AdSense account.
   • Don't restrict data processing: Google will show personalized ads to eligible users in applicable US states.
   • Restrict data processing: Google will only show non-personalized ads to eligible users in applicable US states.
   •  

I would recommend you to check the Helping publishers comply with US states privacy laws help center article for more information.

Thanks,
 

Mobile Ads SDK Team

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[2025-06-04 15:16:11Z GMT] This message is in relation to case "ref:!00D1U01174p.!500Ht01qWINb:ref" (ADR-00304550)