Insights · Paid traffic · Consent and tracking
Cookie consent and retargeting in the UK: Consent Mode v2 explained
By Abu B, Senior Data and Analytics Lead
Published · 3 minute read
The short answer
In the UK, advertising cookies used for retargeting need the visitor's consent under PECR, so your site needs a cookie banner that makes accepting and rejecting equally easy and does not set advertising tags before consent. Google Consent Mode v2 passes each visitor's choice to Google, which Google requires for its audience features for UK and EEA users, and keeps your measurement as complete as the rules allow.
Retargeting depends on cookies, and cookies depend on consent. Get the set-up wrong and you either break the rules or lose much of your data. Here is what each piece does.
What does UK law require?
Under PECR, cookies that are not strictly necessary, including advertising and retargeting cookies, need the visitor's consent before they are set. The ICO expects accept and reject to be equally easy, with no advertising tags firing until the visitor agrees. The Data (Use and Access) Act 2025 eases the rules for some low-risk cookies, such as certain analytics, as its provisions come into force, but advertising cookies still need consent.
What does a proper cookie banner do?
- Offers "Accept" and "Reject" with equal prominence.
- Sets no advertising or analytics cookies until the visitor chooses.
- Lets visitors change their mind later.
- Records each choice.
- Links to a privacy policy that names the tools you use.
What is Google Consent Mode v2?
Consent Mode connects your cookie banner to Google's tags. It tells Google whether each visitor agreed to advertising and analytics, and whether their data can be used for personalised advertising. Google requires these consent signals for its audience features, including remarketing, for users in the UK and EEA.
| Signal | What it controls |
|---|---|
| ad_storage | Whether advertising cookies can be stored |
| analytics_storage | Whether analytics cookies can be stored |
| ad_user_data | Whether user data can be sent to Google for advertising |
| ad_personalization | Whether data can be used for personalised ads, such as remarketing |
What about Meta and LinkedIn?
The Meta Pixel and LinkedIn Insight Tag should also wait for consent. Server-side tools such as the Meta Conversions API help record enquiries reliably, but they must still respect the visitor's choice.
What do you lose without it?
- Retargeting audiences that stop growing.
- Conversions that Google and Meta cannot see, so bidding gets worse.
- Risk of action from the ICO.
About the author
Abu B, Senior Data and Analytics Lead. Abu makes sure every decision is backed by accurate data. He runs tracking, attribution, GA4, call tracking, CRM setup and dashboards, working with Klaus on automation.
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