OpenAI Launches ChatGPT Ads Across 31 European Markets

<cite index="44-2">OpenAI began serving ads to people using ChatGPT across 31 European markets beginning August 24, including Germany, France, Spain, Italy, Poland, Sweden, Norway, Denmark, Ireland, and the Netherlands.</cite> <cite index="44-3,44-4">The timing marks the six month mark for OpenAI's ads business, which started as a U.S. pilot in February and has already moved through Canada, Australia, New Zealand, the U.K., Mexico, Brazil, Japan and South Korea.</cite> <cite index="41-1">The expansion targets free and Go tier users across the 31 European countries.</cite> <cite index="42-7">ChatGPT Ads in Europe operate under a two-tier GDPR privacy structure: contextual ads run under legitimate interest without requiring user consent, while personalized targeting based on ad history requires a separate explicit opt-in.</cite> <cite index="40-10,40-11">ChatGPT Ads in Europe will rely on explicit user consent for personalized targeting, according to OpenAI Vice President of Ads Dave Dugan, with the consent-based approach designed to comply with the European Union's General Data Protection Regulation, or GDPR.</cite> <cite index="43-4,43-5">Advertisers will initially be able to access ChatGPT Ads through the OpenAI Ads Solutions team, agency partners, and technology partners, with self-service access through Ads Manager to follow later in summer.</cite> <cite index="41-2">The move raises regulatory questions under the EU AI Act and DSA, with concerns about manipulative advertising in conversational AI.</cite> <cite index="41-7">In January 2026, US Senator Ed Markey corresponded with Sam Altman and six other technology executives, cautioning that ads embedded in AI chatbots could take advantage of the emotional bonds users develop with these systems.</cite> <cite index="45-5">The ChatGPT maker is burning through cash even as it girds for an initial public offering that could value it at nearly $1 trillion, seeking funds to compete with U.S. rival Anthropic as well as lower-cost Chinese models.</cite> <cite index="43-6">OpenAI states that ads help advance its mission to democratize access to the best AI by supporting free and low-cost access to ChatGPT.</cite>