IAB TCF 2.3: Key Updates for Publishers and Advertisers

The IAB Transparency and Consent Framework (TCF) has long been a cornerstone for managing user privacy and consent in digital advertising. The release of IAB TCF 2.3, announced on June 19, 2025, introduces important clarifications and compliance updates that publishers, advertisers, and Consent Management Platforms (CMPs) must adopt by February 28, 2026.

These changes enhance transparency, strengthen accountability, and better align the framework with EU-level regulatory expectations under the GDPR, the ePrivacy Directive, and guidance from the European Data Protection Board (EDPB) and national Data Protection Authorities.

IAB TCF 2.3 provides a standardized way to handle user preferences across multiple platforms, helping organizations maintain compliance, safeguard user rights, and continue supporting responsible data-driven advertising.

IAB TCF 2.3: Key Updates for Publishers and Advertisers

IAB TCF 2.3 Overview

IAB TCF 2.3 is the latest version of the framework designed to:

• Strengthen user transparency and control
• Clarify vendor disclosure and Legitimate Interest scenarios
• Improve UI and usability standards for CMP
• Reflect recent court rulings and regulatory interpretations concerning the TCF and the role of IAB Europe

Greater Transparency for End Users

Transparency requirements under TCF 2.3 are stricter than before, requiring CMPs to present privacy choices in clear, plain, and easily understandable language. These requirements expand on the obligations first introduced in TCF 2.2.

• The first layer of the consent interface must now display the total number of vendors seeking to establish a legal basis, along with explanations for each purpose of data processing.
• Descriptions of processing purposes must include simple, real-world examples (e.g. used to personalize ads based on your interests) to help users understand how their data is used.
• Users must be able to reopen the consent interface (e.g. banner or popup) at any time to review or modify their privacy preferences.
• Complex legal or technical terms must be replaced with clear, accessible phrasing throughout all CMP layers.

IAB TCF 2.3 Legitimate Interest and Vendor Disclosure

A core focus of TCF 2.3 is clarifying how vendors relying on Legitimate Interest (LI) should handle disclosures and objections, especially when processing data for special purposes.

Previously, vendors faced uncertainty about whether they had been disclosed to users when a CMP registered a user objection under LI. The new rules remove this ambiguity by mandating that the "Disclosed Vendors" segment—previously optional—is now required. This segment must be included in the TC string.

Consent strings generated under TCF 2.2 after February 28, 2026, will become invalid, while TCF 2.2 strings created before that date will continue to be supported.

Timeline for Adoption

The IAB’s mandatory deadline for all publishers and CMPs to fully implement TCF v2.3 is February 28, 2026.

Google has confirmed that its systems can accept and process TCF v2.3 strings as of October 17, 2025.

Organizations that prepare for these changes early can reduce compliance risks and ensure a smooth transition. Testing the new framework and validating system updates before full deployment is recommended. This approach allows publishers and advertisers to maintain consistent operations without disrupting user experience or revenue streams.

Meeting the deadline is essential to avoid compliance issues and maintain uninterrupted ad operations. Organizations using UniConsent can simplify the process, as IAB TCF 2.3 compliance is automatically managed and upgraded in line with the new requirements.

Building Trust Through Compliance

Staying proactive with these updates not only ensures legal compliance but also helps maintain user trust. By aligning with TCF 2.3, companies can manage data responsibly, improve transparency, and strengthen relationships with users and partners.

Compliance is no longer just a legal requirement, it;s a competitive advantage in a privacy-first digital ecosystem.

References

https://iabtechlab.com/tcf-v2-3-is-open-for-public-comment/

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