Short answer
Personalised ads aren't initially available in the EEA or Switzerland. Ads there are chosen from the current conversation, the ad and context hints, and advertisers should avoid custom audiences for those campaigns.
Plan for it
- Separate European campaigns
- Strong context hints instead of lists
- Measure with consent-compliant tracking
Questions
Can European users turn personalisation on?
OpenAI says personalised ads aren't initially available there.
Facts checked against the sources below on 12 October 2026. Platforms change quickly: if something here no longer matches what you see, tell us and we will update it.
