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Privacy policy for AdMob

Google Play and the iOS App Store both require AdMob to be named explicitly in your policy.

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What AdMob requires

The AdMob Publisher Policies (Section "Privacy disclosures") require you to: (a) post a clearly labelled privacy policy, (b) disclose third-party ad serving by Google AdMob and ad partners, (c) include information about cookies, mobile ad identifiers, and similar technologies, (d) describe options to opt out of personalised advertising, and (e) link to How Google uses information.

Ad personalisation and consent

If your app shows ads to EU/UK users, you must collect GDPR consent and pass it to AdMob via the User Messaging Platform (UMP). Without UMP, AdMob serves only non-personalised ads to EU traffic, which dramatically reduces eCPM. Your privacy policy must mention that consent is collected and may be withdrawn in the app settings.

iOS App Tracking Transparency

If you show personalised ads on iOS 14.5+, you must call requestTrackingAuthorization() before initialising AdMob. Your privacy policy must say: "We use Google AdMob to show ads. With your permission, AdMob accesses the iOS Identifier for Advertisers (IDFA) for ad measurement and personalisation. You can deny or revoke permission in Settings → Privacy & Security → Tracking."

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Frequently asked questions

Will AdMob suspend my account if my policy is incomplete?

AdMob enforcement crawls your published policy URL. If it fails the disclosure checks, you receive a policy violation email and have 30 days to fix it before ads stop serving.

Does AdMob still serve in Europe without consent?

Yes — non-personalised ads. eCPM drops 30–60%. Implement UMP and Consent Mode to recover the gap.

Do I need a separate consent flow for children's apps?

Yes. For Designed for Families and apps in Google Play's Families program, AdMob requires only non-personalised ads and you must enable the "Tag for Children" flag.