Google is now requiring that publishers that carry its ads comply with a European Union directive and ask their site visitors’ for permission before setting cookies on their computers.
Sites that target EU readers should already be asking visitors for permission to store cookies on their machines, under the EU’s ePrivacy directive. Browser cookies can be used to store a user’s web actions or preferences and the data is often used for behavioral ad targeting. Cookies can also provide convenient functions, such as storing users’ login data.
Google won’t tell its users what an app or site consent message should say “because it will largely depend on your own uses of cookies and other information, and the third party services you work with.” It did give some examples on the Cookies Consent site.