# Microsoft UET Consent Mode

**Microsoft Consent Mode is now mandatory for several reasons.** With the introduction of new regulations such as the **DSA (Digital Services Act)** and **DMA (Digital Markets Act),** the need for strict consent management has increased. **Microsoft Advertising,** as an EU-designated **"access controller"** alongside other gatekeepers, must comply with these requirements. As a result, Microsoft requires advertisers operating in the **European Economic Area (EEA), the United Kingdom, and Switzerland** to use the **UET (Universal Event Tracking) tag** to transmit user consent signals.

Failing to comply with this requirement can lead to significant consequences: key functionalities, such as **conversion tracking,** may be suspended, and collected data could be incomplete or inaccurate. Without user consent transmission to **UET**, advertisers risk losing valuable data, which may impact their ability to optimize campaigns, create relevant audience segments, and leverage automated bidding.

**To enable Microsoft UET Consent Mode, simply add Microsoft Advertising to your list of partners, or manually activate the Microsoft UET Consent Mode compatibility option. Enabling one will automatically activate the other.**

<figure><img src="https://1869615683-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F-MUspPnkTFMlMDdGxvAb-1972196547%2Fuploads%2FwhKwxfUUoVpWheVQkcDf%2Fimage.png?alt=media&#x26;token=e91ecdd1-d39f-4bbf-b4ea-d4b0fedd902f" alt=""><figcaption><p>Add new partner</p></figcaption></figure>

<figure><img src="https://1869615683-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F-MUspPnkTFMlMDdGxvAb-1972196547%2Fuploads%2FaV87A2ni4uXJYyiwZv0V%2Fimage.png?alt=media&#x26;token=c7278feb-6291-4f19-aaa8-7e7a6252c54f" alt=""><figcaption><p>Select Microsoft Advertising</p></figcaption></figure>

<figure><img src="https://1869615683-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F-MUspPnkTFMlMDdGxvAb-1972196547%2Fuploads%2FWiX6NerfrU2YXwXWhHs3%2Fimage.png?alt=media&#x26;token=a221a17a-9f25-43b6-aed8-8817fe82d6c7" alt=""><figcaption><p>Consent Mode Microsoft</p></figcaption></figure>

If the Transparency & Consent Framework (TCF) is enabled in your setup (which is the default setting), the [Advanced Microsoft UET Consent Mode](https://help.ads.microsoft.com/#apex/ads/en/60186/1) will be loaded. Otherwise, the [Basic Microsoft UET Consent Mode](https://help.ads.microsoft.com/#apex/ads/en/60119/1) will be used.

In short, as soon as you activate the option or select Microsoft Advertising as a partner, **Microsoft UET Consent Mode** is automatically applied!

{% hint style="info" %}
If you disable **TCF support**, the **CMP** will automatically switch to the **basic mode** of **Microsoft UET Consent Mode**.
{% endhint %}

{% hint style="danger" %}
**Note:** This mode **does not cover** **Microsoft Clarity** activities! Please refer to [this page](https://cmp.docs.sirdata.net/en/consent-transmission-standards/microsoft-clarity-consent) for consent management for this service.
{% endhint %}


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