What is the eupubconsent-v2 cookie?
eupubconsent-v2 is a technical cookie defined by the IAB Europe Transparency and Consent Framework (TCF) version 2 specification. It isn't set by a single commercial vendor — it's created by whichever consent management platform (CMP) is installed on the site, following the IAB standard.
It appears as soon as a visitor interacts with the cookie banner (accepts, rejects, or customizes choices) on a site using advertising technologies within the TCF network, such as Google Ad Manager, display networks, or programmatic partners.
What data it stores
The cookie stores an encoded string (the TC String) that represents, in compressed form, the consent given or withheld for various purposes (measurement, personalized ads, information storage, etc.) and for vendors listed in IAB's Global Vendor List.
The value doesn't contain directly identifying data like a name or email, but it precisely encodes consent preferences. It's read by the CMP scripts and by advertising vendors integrated on the site, which use it to decide whether they're allowed to run.
What it is used for
Its main purpose is technical: it lets the site and its advertising partners quickly know what the visitor chose, avoiding repeated banner displays and preventing unauthorized scripts from running.
For the site owner, this cookie underpins consent proof and interoperability with ad networks that require a valid TCF signal before serving personalized ads.
Does it require consent?
Although generated by the consent infrastructure itself, eupubconsent-v2 is typically classified as strictly necessary, since its role is to remember the consent decision rather than track the user for marketing purposes.
- It doesn't itself require prior consent under the ePrivacy Directive (as transposed nationally).
- It should still be listed in the site's cookie policy, with its functional role explained.
- Site owners must ensure advertising scripts that depend on it (Google Ads, TCF-network partners) only fire after actual consent for marketing/statistics categories.
How to block or delete eupubconsent-v2
A visitor can delete this cookie from browser settings (Chrome, Firefox, Edge, Safari – "Cookies and site data" section) or use private/incognito mode. Deleting it will bring back the consent banner on the next visit.
For site owners, real control happens at the consent-platform level: a solution like CookieFix automatically blocks advertising and tracking scripts until the visitor makes a choice, and eupubconsent-v2 is only generated correctly after banner interaction, in line with the IAB TCF standard.
Frequently asked questions
Not by itself — its role is to remember consent, not to profile the user. Advertising scripts relying on it may track the user, but only if the relevant consent categories were accepted.
Many sites use ad networks or measurement partners that are part of the IAB TCF framework, even when ads aren't directly visible to the visitor.
Generally no, since it's classified as strictly necessary for the consent system to function, but it should be disclosed in the cookie policy.
The site will no longer know your previous choice, so the consent banner will reappear on your next visit.