European regulations overview and guidance

Tag an ad request for EEA, the UK, and Switzerland users for restricted data processing

Use the Tag for age treatment (TFAT) signal to configure your ad requests for specific age treatments

The tag for under age of consent (TFUA) and the tag for child-directed treatment (TFCD) are now deprecated. Instead, use the Tag for age treatment (TFAT). You can mark your ad request using the TFAT setting to manage different age treatments for your ad requests. The TFAT "child" value is functionally equivalent to the TFCD or TFUA child treatment tags. For more information about the TFAT settings, refer to the developer documentation for Android and iOS.

Tag for age treatment (TFAT)

The age treatment setting is a tool to help you manage your compliance with the General Data Protection Regulation (GDPR), the Children’s Online Privacy Protection Act (COPPA) the Age Appropriate Design Code (AADC), and the Australia Online Safety Act (AU OSA), or other applicable laws or regulations.

Please remember that Google's tools do not relieve you of your obligations under the law. Consult your legal counsel to determine the age treatment settings for your users based on your legal and regulatory requirements.

About age treatment settings

The following settings let you specify how the Google Mobile Ads SDK handles ad requests for different age treatments:

CHILD: Indicates that ad requests should receive child age treatment. Child age treatment is specified by the value 1. This results in specific ad request behaviors, such as:
- Personalized ads and remarketing are disabled.
- Requests to third-party ad vendors, such as ad measurement pixels and third-party ad servers, are disabled.
- Ad-serving protections for children are applied.
- The Android Advertising Identifier (AAID) and the iOS Identifier for Advertisers (IDFA) are not transmitted.

TEEN: Indicates that ad requests should receive teen age treatment. Teen age treatment is specified by the value 2. This results in specific ad request behaviors, such as:
- Personalized ads and remarketing are disabled.
- Ad-serving protections for teens are applied.
UNSPECIFIED: Indicates that no specific age treatment has been set for ad requests. This is the default state and specified by the value 0.

Note: If you set age treatment setting and TFCD or TFUA settings, Google applies the most conservative treatment.

If you're using Google's advertising services and would like to request restricted data processing treatment per COPPA at the site, subdomain, or app level, rather than per ad request, you can also use Tag for age treatment (TFAT) for age restricted treatment. Refer to Tag an ad request from an app for age restricted treatment.

Google Mobile Ads SDK

As an app developer, you can indicate whether you want Google to treat your content as suited for restricted data processing when you make an ad request.

You set the age treatment to child to indicate a restricted data processing. Read the developer documentation for Android and iOS for more information.

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