Provides the ability to collect and store a user's consent through a UI control. Also provides the ability to block other AMP components based on the user's consent.

Availability Stable
Required Script
<script async custom-element="amp-consent" src=""></script>
Supported Layouts nodisplay
  • Basic user consent flow
  • Advanced user consent flow
  • Overview

    As a publisher, you can use the <amp-consent> component to implement user controls. The component allows you to:

    • Determine if the user should be asked to interact with the control.
    • Capture the user’s consent decision.
    • Makes the user’s setting available to elements on the AMP page to modify the page’s behavior.

    If you are a vendor that wants to customize your component's behavior based on amp-consent, you can read more here.


    Only a single <amp-consent> element is allowed on the page, and that element must specify a unique id.

    If you also include an <amp-user-notification> element on the page, the UI associated with the <amp-consent> and <amp-user-notification> will not be deterministic. Avoid using <amp-consent> with <amp-user-notification> if this would be problematic.

    The <amp-consent> element requires a JSON configuration object that specifies the extension's behavior. A consents object is required within the JSON object.


    <amp-consent layout="nodisplay" id="consent-element">
      <script type="application/json">
          "consents": {
            "my-consent": {
              "checkConsentHref": "",
              "promptUI": "consent-ui"

    Currently, the consents object only supports a single consent instance. A consent instance must have an ID specified within the consents object (in the example above, "my-consent" is the id). The consent instance ID is used to generate a key when storing the user consent state.


    checkConsentHref: Instructs AMP to make a CORS POST request with credentials to the specified URL to remotely configure the consent. The purpose is to determine if a prompt UI should be shown if the consent state is unknown.

    checkConsentHref is required if promptIfUnknownForGeoGroup is not defined.


    AMP sends the consent instance ID in the consentInstanceId field with the POST request.

    { "consentInstanceId": "my-consent" }

    AMP expects the response to be a JSON object with a promptIfUnknown value that tells AMP if a prompt should be displayed when the user consent state is unknown.

    { "promptIfUnknown": true/false }

    If the response doesn't have promptIfUnknown set or has promptIfUnknown set to false, no prompt UI will be displayed on page load.

    Currently, AMP will not show consent prompt with a known consent state (i.e. the user has already accepted or rejected the consent), and will only show a prompt if promptIfUnknown = true with a unknown consent state, or upon user action. See below for details on how to display a prompt.

    Optionally, additional key-value pairs can be returned in the response as the sharedData field.

    { "promptIfUnknown": true/false, "sharedData": { "a-key": "some-string-value",
    "key-with-bool-value": true, "key-with-numeric-value": 123 } }

    The sharedData is made available to other AMP extensions just like the consent state. It's up to the 3rd party vendor extensions and the checkConsentHref remote endpoint to agree on particular meaning of those key-value pairs. One example use case is for the remote endpoint to convey extra consent related info of the current user to the 3rd party vendor extensions.

    Unlike consent state, this shareData is not persisted in client side storage.


    onUpdateHref: Instructs AMP to make a CORS HTTPS POST request with credentials to the specified URL whenever the stored consent state changes.

    AMP sends the consent instance ID, a generated user id only for this usage and the consent state along with the POST request.

    { "consentInstanceId": "my-consent", "ampUserId": "xxx", "consentState":
    true/false, }


    promptIfUnknownForGeoGroup Provides an alternative way to instruct AMP to display consent prompt or not when consent state is unknown.

    To use promptIfUnknownForGeoGroup, a <amp-geo> component must be included and properly configured. The promptIfUnknownForGeoGroup then accepts a key of a geo group of country codes. More details on how <amp-geo> works can be found here.

    In the case that checkConsentHref and promptIfUnknownForGeoGroup are both defined. The value from <amp-geo> will be respected.


    promptUI: Specifies the prompt element that is shown to collect the user's consent. The prompt element should be child element of <amp-consent> with an id that is referenced by the promptUI. See the Prompt UI section for details on how a user interacts with the prompt UI.

    The <amp-consent> element supports customizing the consent prompt UI and post-prompt UI, which can be used to manage consent.


    The <amp-consent> element is set to position: fixed after layout occurs (default is bottom: 0, which can be overridden).

    By default, all UI elements contained within amp-consent have display:none and have display set to display:block when it is shown. No two UI elements are shown at the same time. When displayed, the UI element is fixed to the bottom of the page by default.

    Prompt UI

    The prompt UI is defined within the consent instance config. The promptUI attribute refers to a child element of <amp-consent> by its id.

    Example: Displays a prompt user interface

    <amp-consent layout="nodisplay" id="consent-element">
      <script type="application/json">
          "consents": {
            "my-consent": {
              "checkConsentHref": "",
              "promptUI": "consent-ui"
      <div id="consent-ui">
        <button on="tap:consent-element.accept" role="button">Accept</button>
        <button on="tap:consent-element.reject" role="button">Reject</button>
        <button on="tap:consent-element.dismiss" role="button">Dismiss</button>

    AMP displays prompt UI on page load or by user interaction. The prompt UI is hidden based on the three user actions described below.

    AMP also supports external consent UI flow with the usage of <amp-iframe>. More information about the communication of user actions can be found below.

    Prompt UI for Stories

    The amp-story extension provides a default prompt UI, that requires using a <amp-story-consent> component as the prompt UI. This component content requires a title, a message, and a list of vendors, and has to be specified in its own component configuration. The decline button can be hidden by adding an optional onlyAccept boolean parameter. Additionally, an optional templated external link to the privacy policy or settings can be configured, by adding "externalLink": {"title": "Privacy Settings", "href": ""} to the consent configuration.

    Example: Displays a prompt user interface on an AMP Story

    <amp-consent layout="nodisplay" id="consent-element">
      <script type="application/json">
          "consents": {
            "my-consent": {
              "checkConsentHref": "",
              "promptUI": "consent-ui"
      <amp-story-consent id="consent-ui" layout="nodisplay">
        <script type="application/json">
            title: "My title",
            message: "My example message.",
            vendors: ["Item 1", "Item 2", "Item 3", "Item 4"]

    Prompt Actions

    There are three types of user actions that are associated with the consent prompt: accept, reject and dismiss.

    To enable the user to choose a consent state and hide the prompt UI, add an on attribute to a button with the following value scheme on="event:idOfAmpConsentElement.accept/reject/dismiss"

    • accept: publisher instructs AMP to remember the accept decision to the consent, unblocks components waiting for the consent, and hides the prompt UI.

    • reject: publisher instructs AMP to remember the reject decision to the consent, cancels buildCallback (AMP lifecycle callback to build AMP components) of components waiting for the consent, and hides the prompt UI.

    • dismiss: instruct AMP to cancel buildCallback of components waiting for the consent, and hides the prompt UI.

    When using iframes as consent prompt UI. Iframes can send a consent-response message to the parent AMP page to inform prompt actions on the current consent. Note the message must come from the <amp-iframe> created iframe. Messages from nested iframes will be ignored.

    Example: iframe consent-response request

        type: 'consent-response',
        action: 'accept/reject/dismiss',

    Post-prompt UI (optional)

    You can provide a UI after collecting the initial consent. For example, you can provide a UI for the user to manage their consent (e.g., change their "reject" to "accept"). The post-prompt UI is defined with the <amp-consent> JSON configuration object. The postPromptUI refers to a child element of <amp-consent> by id.

    When defined, the post-prompt UI is shown when all prompt UIs have been hidden, or initially on page load if no prompt UI was triggered.

    <amp-consent layout="nodisplay" id="consent-element">
      <script type="application/json">
          "consents": {
            "consent-foo": {
              "promptUI": "consent-ui"
          "postPromptUI": "post-consent-ui"
      <div id="consent-ui">
      <div id="post-consent-ui">
        <button on="tap:consent-element.dismiss" role="button">Settings</button>

    Post-prompt action

    The post-prompt UI provides one user action type that can be used to allow the user to manage a previously set consent. Use prompt to display a prompt for a given consent instance. Add an on attribute to a button with the following value scheme on="event:idOfAmpConsentElement.prompt".

    Blocking behaviors

    The <amp-consent> element can be used to block any other AMP components on the page from loading (except <amp-consent> itself).

    Basic blocking behaviors

    To block components, add the data-block-on-consent attribute to the AMP component. This ensures that buildCallback of the component isn't called until consent has been accepted, or if the consent prompt has been skipped by the checkConsentHref response or promptIfUnknownForGeoGroup when consent is unknown. In effect, this means that all behaviors of the element (e.g. sending analytics pings for <amp-analytics> or the loading of an <amp-ad>) are delayed until the relevant consent instance is accepted.

    Individual components may override this behavior to provide more specialized handling. Please refer to each component's documentation for details.

    Example: Blocking the analytics until user accepts consent

    <amp-analytics data-block-on-consent type="googleanalytics"> </amp-analytics>

    AMP provides a list of pre-defined consent policy instances for publishers to easily define consent blocking behaviors to individual components.

    Set the value to the data-block-on-consent attribute to use the pre-defined consent blocking behavior policy.

    Example: Blocking the analytics until user respond to consent

    <amp-analytics data-block-on-consent="_till_responded" type="googleanalytics">

    AMP may support more advanced pre-defined blocking behaviors in the future. Because of this, the value of data-block-on-consent is reserved only for the following supported pre-defined attributes:

    • _till_responded : Unblock the component until the user has responded to the consent prompt, or the consent prompt has been skipped.
    • _till_accepted : Default basic blocking behavior, expect that when _till_accepted is explicitly added, individual components cannot override the blocking behavior.
    • _auto_reject : Always reject the consent automatically if consent is required but unknown. The reject consent decision will not be stored. It is recommended not to specify a consent prompt UI when auto rejecting consent for every components.

    When one of the pre-defined attributes is used, AMP assumes that the publisher takes final control on the consent blocking behaviors. Individual components cannot override the blocking behaviors brought by pre-defined consent policy, they can however still customize components' behaviors after having been unblocked.

    An optional policy object can be added to the <amp-consent> element's JSON configuration object to customize consent blocking behaviors.

    <amp-consent layout="nodisplay" id="consent-element">
      <script type="application/json">
          "consentInstanceId": "ping2"
          "geo": abc,
          "extraConfig" : {
            'id': xxx
            'config': asdsdfasd,
          "postPromptUI": 'test'
          "consentInstanceId": xxx
          "checkConsentHref": ""
          "policy": {
            "default": {
              "timeout": {
                "seconds": 5,
                "fallbackAction": "reject"

    Right now only customizing the default policy instance is supported. The "default" behavior policy applies to every component that is blocked by consent with data-block-on-consent attribute.

    Policy Instance (optional)


    waitFor object specifies the consent instance that needs to wait. Each consent instance requires an array value. AMP may support sub item lists under an consent instance, but right now only empty array is expected, and the value will be ignored.

    timeout (optional)

    timeout can be used to inform components the current consent state status after specified time.

    When used as a single value, timeout equals the timeout value in second.

    "default": { "waitFor": { "my-consent": [] }, "timeout": 2 }

    When used as an object. timeout object supports two attributes

    • seconds: timeout value in second
    • fallbackAction (optional): the fallback action at timeout if no user action is taken and no state has been stored. The fallback actions supported are reject and dismiss. Default action is dismiss if not configured. Note the consent state changed due to fallback action at timeout will not be stored on client side.
    "default": { "waitFor": { "my-consent": [] }, "timeout": { "seconds": 2,
    "fallbackAction": "reject" } }

    Integrations and availability

    The table below lists the vendors and components that are integrated with amp-consent

    Integration Prod Availability Documentation Ready For Testing
    DoubleClick & AdSense Integration 05/10/18 Link Yes
    AMP IMA Video Integration 05/15/18 Link Yes
    AMP Geo 05/10/18 Link Yes
    AMP Stories 05/15/18 Link Yes


    Will AMP change any behavior by default on May 25th?

    No. All desired behavior on AMP pages is managed by publishers and this is no different.

    How can I stop making ad and analytics calls on all my AMP pages?

    Use the data-block-on-consent attribute on the <amp-ad> or <amp-analytics> component.



    Note: For some vendors, the data-block-on-consent attribute only works in conjunction with <amp-consent>. Consult with your ad or analytics vendor for implementation details.

    Use the <amp-consent> component which allows configuring a custom UI with Accept, Reject and Dismiss states. It is up to each amp-component vendor how they interpret these states, so please read your vendor's documentation carefully.

    Note that you must configure either the promptIfUnknownForGeoGroup attribute or the checkConsentHref request.

    How can I stop showing all of my content to users from the EEA?

    You could consider hiding all your content for EEA users by implementing <amp-geo>. See this blog post for more details.

    Use <amp-geo> to configure a country group and hook up the country group to promptIfUnknownForGeoGroup attribute in <amp-consent>. If the user accesses the AMP page from a country that's configured in the list, the appropriate consent UI will be invoked.

    Yes. The UI is not prescriptive. If you do end up providing a non-blocking version of the UI, dismissing the UI will lead to a dismiss state. It is up to each vendor (ads & analytics) how they would process accept, reject and dismiss.

    What is checkConsentHref? And why is it mandatory?

    Note that checkConsentHref is not mandatory if you configure the promptIfUnknownForGeoGroup attribute.

    checkConsentHref gives you, the publisher, the ability to know if a consent must be shown to the user. For example, by using this call, you may determine the user's geo-location on the server-side, allowing you to suppress the consent. You can also instead use <amp-geo> and promptIfUnknownForGeoGroup to achieve the same result without any server-side setup.

    You may also choose to suppress the consent if you detect that the user doesn't need consent because they accepted consent on a different property or for alternate reasons.

    What is promptIfUnknown?

    promptIfUnknown is a response key set on the checkConsentHref request, which is made on every pageview.

    Responses to promptIfUnknown can have a boolean value. A value of true shows the consent; a value of false does not show the consent.

    You can configure checkConsentHref to call your own server-side endpoint to detect consent state for the user and reconcile how you want AMP to behave with a response on promptIfUnknown.

    How can I send additional information to an ad network/analytics provider?

    The response on checkConsentHref also accepts values for the key sharedData on the response which will be made available to all vendor components being blocked by the consent logic. It is up to the vendor how they process this sharedData. DoubleClick/AdSense expect specific key-values, refer to their documentation for details.

    You should try out the advanced consent flows to see how it's implemented. You could also consider using the <amp-selector> component.

    You can use the optional post-prompt UI to accomplish this. View this sample on AMP By Example for a similar implementation.

    Can I keep the non-EU experience unchanged and just deliver an "opt-out" experience to all EU users?

    You can configure <amp-consent> and <amp-geo> to show consent to users in specific countries (e.g., via a list of EEA countries that you configure). The <amp-consent> component can also be configured to automatically "reject" consent on behalf of the user, if the publisher so desires. The way to do this is by setting the timeout seconds to 0 and fallbackAction to reject. Note that the fallbackAction state won't be stored across sessions. Note also that each ad network will have its own implementation for how it interprets a "reject" action from a user. There is no way to automatically 'accept' consent on behalf of the user.

    You can learn more about how Google AdSense and DoubleClick plan to handle a 'reject', and any configuration available to serve non-personalized ads.

    You can use the response of checkConsentHref to show a consent to the user if there is no previous consent state, which allows the user to go through the consent flow. For details on how to reject consent by default, see the opt-out question above. It isn't possible to "accept" consent by default.

    Is "checkConsentHref" called on every page view or during every user action?

    checkConsentHref is called on every page view before the consent UI is displayed to the user.

    Yes. See example here.

    I can't see feature X being supported, what can I do?

    Join in on the discussion where we are discussing upcoming potential features. Please chime in on the thread if something isn't supported yet.

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