OpenAI to launch ChatGPT ads in 31 European countries Monday

OpenAI will switch on advertising across 31 European countries on Monday, August 24, marking the largest single expansion of its ChatGPT Ads program since the company began testing the format in the United States in February. The rollout brings the total number of markets with ChatGPT advertising to roughly 40.openai+1

The 31 markets cover all 27 EU member states plus Iceland, Liechtenstein, Norway, and Switzerland. Ads will appear only for users on the Free and Go subscription tiers, while Plus, Pro, Business, Enterprise, and Edu accounts will remain ad-free.euperspectives+2

No Personalized Ads at Launch

In a detail that separates the European rollout from earlier launches, OpenAI confirmed that personalized advertising will not initially be available in the European Economic Area or Switzerland. At launch, ad selection will be based solely on the active conversation, rough location, and language — not on prior chat history, saved memories, or browsing behavior.notebookcheck

That distinction matters under EU data protection rules. Because there is no profiling at launch, there is no consent mechanism to trigger. Personalization will arrive as a separate step, and users in the EEA have already begun receiving updated privacy notices in anticipation.notebookcheck

How the Ads Work

Sponsored units appear below ChatGPT's responses, carrying a labeled "sponsored" tag and kept visually distinct from the chatbot's answers. Each placement includes the advertiser's name, logo, headline, a short description, and a creative asset. Temporary Chats and accounts flagged as belonging to users under 18 are excluded.marketing4ecommerce+1

OpenAI states that advertisers receive only aggregated metrics such as views and clicks, with no access to conversation content, email addresses, or precise location data. The company also bars ads from appearing near discussions involving physical health, mental health, or politics, and prohibits political advertising entirely.notebookcheck

Regulatory Questions Ahead

The expansion arrives as the European Commission considers whether to classify ChatGPT's search feature as a "very large online search engine" under the Digital Services Act, a designation that would impose annual risk assessments, independent audits, and a public advertising repository. Commission spokesperson Thomas Regnier told Reuters in July that such classification was feasible and could come soon.indexbox+1

Advertisers in the new markets will initially book campaigns through OpenAI's ads solutions team and partner agencies, with self-serve access through Ads Manager expected later this quarter.openai+1