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 standard banner

This section applies to users of a standard Axeptio banner (Brands). If you are using a TCF banner, go 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 appears on one of the banner screens.
- If this is not yet the case, add "Microsoft Advertising". How do I add a cookie to my banner?
- Upon addition, a message will appear telling you that Axeptio has detected that this service requires UET Consent Mode activation, 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 enabled.
- If Axeptio detects that you have added Microsoft Advertising to your configuration, but Microsoft UET Consent Mode is not enabled, a warning message will appear asking you to enable it: activate it manually.
Publish your project to put your changes online.

Special cases

If you do not wish 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 be displayed at the level of your custom cookie, indicating that Axeptio has detected it and automatically activated UET Consent Mode.

If you prefer to manually manage UET Consent Mode via a script

Do not use this script if you have already enabled 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, it is expected that the following warning message will appear (which you can ignore): "You are using Microsoft UET providers in your banner: this Consent Mode should be enabled."

Add this script to the

of your website, 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 were using a manual script and wish to switch to native management, remove the script from your site before enabling native management in your Axeptio administration. You can do this either by enabling the option from the main configuration settings page, in the "Consent Modes" section, or by removing and re-adding the "Microsoft Advertising" service to your banner, which will automatically enable 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: