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What is AdSense CCPA (California Consumer Privacy Act) Update Should I Restrict data Processing or not [Detailed Guide]

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In this AdSense guide, you’re going to learn what is CCPA update in AdSense? And which option you should choose and why?

So without further ado, let’s get started…

What is AdSense CCPA (California Consumer Privacy Act) Update?

It’s a consumer privacy update for publishers.

In other words, As an AdSense publisher; CCPA requires you to take consent for California residents whether or not they want to sell their personal data.

Still confused?

Think in this way…

Suppose you live in India. And you have an AdSense monetized blog.

Your blog drives traffic from all over the world including California. So, anyone can see ads on your blog.


And the visitor from California also sees ads.

But before AdSense serves ads on your blog, it collects the user’s personal data from the user’s advertising cookie and browser history to figure out what the user interested in.

Once it’s done, AdSense shows the ads (personalized ads) based on his/her interest.

But according to CCPA (California consumer privacy act), none of the digital company including AdSense has the approval to collect personal data of a user who resides in California.

That’s why AdSense has come up with the new privacy update where publishers have to take the consent of California users to show the type of ads (personalized or non-personalized).

Don’t know about personalized and non-personalized ads? See below…

Personalized ads – Here AdSense shows ads based on user’s interest. For that, AdSense collects personal data and recent browsing behaviour using Advertising cookies of a user and show relevant ads.

Non- personalized ads – These ads are based on your web content, but irrelevant to user’s interest. So here AdSense does not collect personal data of any user. These are totally independent and random.

Finally, you know what AdSense CCPA update is and now it’s time to learn what changes you should be making.

Let’s move on…

Finally, AdSense has added CCPA update to ask publishers to take action.

There is a light yellow bar on the top of your AdSense dashboard where you can go and choose preferred settings.

California Consumer Privacy Act AdSense

Just click the take action button.

As you click it, you’re taken to the AdSense CCPA settings.

Here you see two options.

One is ‘Don’t restrict data processing’ and the second is the “Restrict data processing”.

What option do you choose?

Before you make actual changes to your AdSense CCPA update, first let’s understand what happens if you select “Don’t restrict data processing” option.

If you choose “Don’t restrict data processing” option

If you choose this option, AdSense will continue serving personalized ads on your blog. It doesn’t affect the way how AdSense collects user’s personal data for better ad experience.

Even if the user comes from California, AdSense still serves personalized ads which are not desirable as per CCPA law.

You can choose “don’t restrict data processing” option in the following cases:

  • The Bloggers who have no traffic from California can select this option.
  • Business blogs who never collect user’s personal data from California in any way.

PROS and CONS of ‘Don’t restrict data processing’ Option in AdSense CCPA update


  • Earnings are stable
  • Better ad experience



  • You may be in risk if you do not comply with CCPA law


If you choose the “Restrict data processing” option

If you choose this option, AdSense will stop delivering personalized ads on your blog and serve only content-based ads which are also known as the non-personalized ad.

And it doesn’t infringe CCPA law.

Choose this option in the following case, if the majority of your blog traffic comes from California.

PROS and CONS of ‘Restrict data processing’ Option in AdSense CCPA update


  • No risk; because AdSense serves non-personalized ads. You are safe



  • Fluctuations in your AdSense earnings. (This is because of enabling non-personalized ads that are being shown to California users. These ads affect CTR of your AdSense Ads)
  • Irrelevant ads

Okay, this was all about what is CCPA AdSense update and how does it affect AdSense ad service.

NOTE: You can also ask users to choose “Do not sell personal information” option if you limit how AdSense process user’s data using AdSense TAGs and GPT.

By enabling AdSense tags, a prompt will appear that allows users to choose whether or not they want to sell their personal information.

Now let me tell you which option you should be choosing…

Simple answer is the “restrict data processing” option if you get very little to no traffic to your blog from California.

AdSense CCPA update settings

But what if you receive the majority of your traffic from California.

If this is the case, then you have two options…

  • Use AdSense TAG and GPT to allow users from California to choose “Do sell personal information” option. It’s a great way to take the user’s consent.
  • Or don’t do anything, keep the ‘restrict data processing’ option enabled. It may affect your AdSense earnings but not much. So, don’t bother.
  • Or you can consult with a lawyer.


NOTE: I’m not a lawyer. It’s my interpretation for bloggers not for businesses. If you are running an online business then I suggest you learn more about CCPA and then consult with a lawyer.



In my opinion, as a blogger, you must choose ‘restrict data processing’ option to serve non-personalized ads for users in California. Because it’s risk-free.

However, you can also select the second option but for that, you’re required to comply with the California consumer privacy act.

Helpful article? Be sure to share this guide on social media platforms to let other bloggers learn more about AdSense CCPA update.

Do you have further questions? Let me know in the comment section.


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Shailesh Shakya

I'm a Professional blogger, Pinterest Influencer, and Affiliate Marketer. I've been blogging since 2017 and helping over 20,000 Readers with blogging, make money online and other similar kinds of stuff. Find me on Pinterest, LinkedIn and Twitter!

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