Amazon Ads to Reject UK/EEA Advertiser Data Sent Without Valid Consent Signals After June 30, 2026
Amazon Ads is enforcing a hard consent requirement: starting June 30, 2026, any advertiser transmitting personal information from users located in the United Kingdom and the European Economic Area (EEA) must attach a valid consent signal, or the data will be rejected. The rule applies to three of Amazon's data-transmission tools — the Amazon Ad Tag (AAT), the Conversions API (CAPI), and the new Events API (open beta). Amazon accepts three consent formats: the IAB's European Transparency and Consent Framework (TCF), the Global Privacy Protocol (GPP), or Amazon's own Amazon Consent Signal (ACS). Every transmission must also carry a two-character ISO 3166 country code, and data uploaded without one is rejected outright. This is a privacy-compliance change for advertisers running campaigns that target UK or EEA shoppers; advertisers who only transmit US or Canadian data are not directly affected.
Real-World Impact
After June 30, 2026, a conversion event sent from a UK or EEA shopper without a valid consent signal and a two-character ISO 3166 country code is rejected outright, and advertisers must stop transmitting data from any user who opts out within 24 hours.
Key Points
- Effective June 30, 2026, Amazon Ads rejects any data transmission carrying personal information from UK or EEA users unless it includes a valid consent signal
- The requirement covers three data-transmission tools: the Amazon Ad Tag (AAT), the Conversions API (CAPI), and the Events API (open beta)
- Three consent formats are accepted: the IAB European Transparency and Consent Framework (TCF), the Global Privacy Protocol (GPP), and Amazon's proprietary Amazon Consent Signal (ACS)
- Every transmission must include a two-character ISO 3166 country code; data uploaded without a country code is rejected outright
- Advertisers must collect affirmative opt-in consent, publish a transparent privacy policy, keep consent records available to Amazon, and stop transmitting an opted-out user's data within 24 hours
- This affects advertisers targeting UK/EEA shoppers; sellers transmitting only US or Canadian data are not directly affected by this change
What You Should Do Now
- 1If you advertise to UK or EEA shoppers, integrate a consent management platform (or a self-managed system) that passes a TCF, GPP, or ACS signal with every data transmission before June 30, 2026
- 2Add a two-character ISO 3166 country code to every event you send through the Amazon Ad Tag, Conversions API, or Events API
- 3Publish a transparent privacy policy, collect affirmative opt-in consent, and maintain consent records that Amazon can request
- 4Build a process to stop transmitting an opted-out user's data within 24 hours of the opt-out
- 5If you only transmit US or Canadian data, confirm your tools are not inadvertently sending UK/EEA data, but no action is otherwise required