What is the Digital Markets Act (DMA)?

The Digital Markets Act (DMA) is a regulation by the European Union (EU) aiming to create a fairer and more competitive digital market. It primarily targets large online platforms, often referred to as "gatekeepers," which dominate specific sectors like online search, social media, and app stores.

The gatekeepers of the DMA are: Alphabet, Amazon, Apple, ByteDance, Meta and Microsoft.

Alphabet is the parent company of Google. ByteDance is the parent company of TikTok.

All of these gatekeepers are making changes to ensure they adhere to the regulations. In some cases, these changes will have or are already having a direct knock-on impact to end users of products and services they operate. Google for example is requiring the implementation of a tool called Consent Mode v2, this has a direct impact on users of Google Analytics and Google Ads.

What is Google Consent Mode v2?

Google Consent Mode v2 is a tool that Google has asked website and app owners comply with data privacy regulations, by respecting user consent choices regarding cookies and data collection this is in response to the DMA of which Alphabet are a Gatekeeper.

Who needs it:

  • Website and app owners who use Google Analytics, Google Ads, Tag Manager and operate in regions with strict privacy laws like the UK.
  • Advertisers who want to respect user choices while maintaining campaign effectiveness.

What you need to do if Yell has NOT built your website:

1. If you have a consent (cookie) banner

2. If you don't have a consent (cookie) banner
There are essentially three ways to gather your users consent:

  • Implement a banner from a consent management platform (CMP) - link (Easy)
  • Leverage your website builders built in consent banner if it supports Consent Mode v2 e.g., Wix
  • Build your own - link (Hard)


3. Communicate the changes to Yell
As a customer who has a PPC product with us, Yell will need a little time to make changes to the configuration of Google Tag Manager this is to ensure that consent is being communicated to Google in the right way.


  • You need to act now; Google have asked for these changes to be made by March 6. The impact of not implementing Consent Mode v2 is not entirely clear but the performance of some PPC campaigns may be impacted. As we learn more, we will update this topic.
  • Let us know when you have made your change, if you have an account manager let them know that you have made changes, alternatively let us know here  

What you need to do if Yell built your website:


As your Marketing partner, Yell will, wherever possible implement the changes necessary to ensure that you are not impacted by Google’s stricter enforcement of Consent Mode. In the majority of cases, you will not need to do anything. 


If you are on a Wix website, we will be making three changes:

  • We will be ensuring that consent banners include the following options for consumers ‘Accept’, ‘Decline’ and ‘Manage’.
  • We will be enabling Consent Mode v2 in the Wix platform.
  • We will be adjusting the behaviours of the ad triggers so that related code only loads when consent is granted.


If you are on a Duda website, we will be making two changes:

  • We will be adding CookieBot’s Google Approved CMP (which has consent mode built in)
  • We will be adjusting the behaviours of the ad triggers so that related code only loads when consent is granted.


If you are on a WordPress website, our intent is to add the CookieBot CMP product, however if you have more than 50 pages, we will be in touch to discuss implications.