ChatGPT starts showing ads in more than 30 European countries

OpenAI is expanding ad display in ChatGPT to 31 European countries starting August 24. Ads will be visible to users of the Free and Go plans, while paid Plus, Pro, and Enterprise subscriptions will remain ad-free.

This was announced by OpenAI. The expansion into the European market is the largest for the ChatGPT advertising platform since its launch.

Among the countries where ChatGPT Ads becomes available from August 24, the company named Germany, France, Spain, Italy, Sweden, Norway, Denmark, the Netherlands, and Austria. In total, the advertising system will cover 31 European markets.

OpenAI began testing ads in ChatGPT in the United States in February 2026. Over the next six months, the company expanded the program to eight more markets, and now is simultaneously adding 31 additional countries in Europe.

The company explains the launch of ads as a desire to maintain free and low-cost access to ChatGPT. Ads will only be shown to Free and Go users.

OpenAI emphasizes that ads will be clearly labeled and separated from ChatGPT's responses. Advertisers will not have access to users' private conversations, and ads, according to the company, will not influence the chatbot's answers.

The company also states that it does not sell user data to advertisers. At the same time, users will be able to manage ad personalization settings.

For advertisers, the European launch will first work through the OpenAI Ads Solutions team, partner advertising agencies, and technology partners. Self-service campaign launches through Ads Manager are planned to open later this quarter.

During the testing period, OpenAI has expanded the advertising platform's capabilities. In addition to CPM and CPC pricing models, the company introduced campaign optimization for conversions, geographic targeting, and custom audiences.

To evaluate results, advertisers are also offered OpenAI Pixel, Conversions API, and integrations with third-party measurement systems. According to the company, ads in ChatGPT have already been used by tens of thousands of marketers.

Source: OpenAI