Did you set up a UET Consent Mode management script before December 2025? Read this.
Microsoft UET Consent Mode (or UET consent mode) allows you to transmit your visitors' consent choices to Microsoft Advertising (formerly Bing Ads), so that its UET tracking system respects their preferences. It is mandatory for any website receiving visitors from the EEA, United Kingdom, or Switzerland. For a general introduction to Consent Modes, see Consent Modes: introduction.
You are using a classic banner
This section applies to users of a classic Axeptio banner (Brands). If you are using a TCF banner, please refer directly to the Axeptio for Publishers (TCF) section below.
Open your project.
In each configuration of your project, make sure that the "Microsoft Advertising" service is present on one of the banner screens.
If this is not already the case, add "Microsoft Advertising". How do I add a cookie to my banner?
Upon adding it, a message appears indicating that Axeptio has detected that this service requires activation of UET Consent Mode, and confirming that it has been automatically activated. If this is not the case, activate it manually in the next step.
On the main configuration settings page, scroll down to the "Consent Modes" section: you should see that Microsoft UET Consent Mode is activated.
If Axeptio detects that you have added Microsoft Advertising to your configuration, but Microsoft UET Consent Mode is not activated, a warning message appears inviting you to activate it: activate it manually.
Publish your project to deploy your changes online.
Special cases
If you do not want to use the "Microsoft Advertising" service from our service database
If you do not want to use the "Microsoft Advertising" service from our service database
If you customize the default "Microsoft Advertising" service (for example, to customize its name, description, or other), Axeptio automatically creates a custom cookie to store your customizations. In the edit page of your custom cookie, make sure to select "Microsoft UET" from the "Consent Mode Tag" dropdown menu. A "Microsoft UET" label will then appear at your custom cookie level, indicating that Axeptio has detected it and automatically activated UET Consent Mode.
If you prefer to manage UET Consent Mode manually via a script
If you prefer to manage UET Consent Mode manually via a script
Do not use this script if you have already activated UET Consent Mode in your Axeptio administration. Conflicts can occur if this script is in place and the option is active. If you have integrated this script, make sure you have disabled native UET Consent Mode management. In this specific case, the following warning message is expected to appear (which you can ignore): "You are using Microsoft UET providers in your banner: this Consent Mode should be activated."
Add this script to the
of your site, or in a custom HTML tag via Google Tag Manager (trigger: Consent Initialization - All Pages). This script must be loaded before your UET tag.
// UET Consent Mode initializationwindow.uetq = window.uetq || [];window.uetq.push("consent", "default", { ad_storage: "denied",});// Update consent based on choices in the Axeptio bannervoid 0 === window._axcb && (window._axcb = []);window._axcb.push(function (axeptio) { axeptio.on("cookies:complete", function (choices) { if (choices.microsoft) { window.uetq.push("consent", "update", { ad_storage: "granted", }); } else { window.uetq.push("consent", "update", { ad_storage: "denied", }); } });});
If you had already set up UET Consent Mode manually
If you had already set up UET Consent Mode manually
If you were using a manual script and wish to switch to native management, remove the script from your site before activating native management in Axeptio administration. To do this, you can either enable the option from the main configuration settings page, in the "Consent Modes" section, or delete and re-add the "Microsoft Advertising" service to your banner, which will automatically activate the option.
You are using a TCF banner
If you are using a TCF banner (Axeptio for Publishers), Microsoft Advertising natively manages consent via the IAB framework. You do not need to configure UET Consent Mode separately.
For this to work, you must have added to your TCF banner:
The Microsoft vendor (IAB ID: 1126)
The Xandr vendor (IAB ID: 32)
The corresponding IAB stacks: 1, 2, 3, 4, 7, 9 and 10
To add these vendors and stacks, see your TCF banner configuration guide.