ChatGPT Ads Are Expanding Across 31 European Countries
OpenAI is preparing to introduce ChatGPT Ads across more of Europe, marking the programme’s largest geographic expansion so far.
1. OpenAI Announces Expansion Across Europe
On 18 August 2026, OpenAI announced that ChatGPT Ads would expand to 31 European countries. The rollout is expected to begin the following week, although availability may vary by country.
The announcement came six months after the company began testing ads in the United States.
During that period, OpenAI extended the pilot to eight additional markets. The addition of 31 European countries makes this the largest ChatGPT Ads expansion to date.
2. Which European Countries Are Included?
The rollout includes:
- Austria
- Belgium
- Bulgaria
- Croatia
- Cyprus
- Czech Republic
- Denmark
- Estonia
- Finland
- France
- Germany
- Greece
- Hungary
- Iceland
- Ireland
- Italy
- Latvia
- Liechtenstein
- Lithuania
- Luxembourg
- Malta
- Netherlands
- Norway
- Poland
- Portugal
- Romania
- Slovakia
- Slovenia
- Spain
- Sweden
- Switzerland
These countries are currently marked as “Coming Soon.” Advertisers should confirm that access is active before planning a campaign.
The latest status is available on OpenAI’s Ads Manager availability page.
3. How European Advertisers Will Get Access
European advertisers will not receive direct self-service access at the beginning of the rollout.
Campaigns will first be available through:
- OpenAI’s Ads Solutions team
- Agency partners
- Technology partners
Self-service access through Ads Manager is expected later in the summer. OpenAI has not announced an individual launch date for each country.
4. Initial Targeting Limits in Europe
Some audience features will not be available at the beginning of the European rollout:
- Custom audiences will not initially be available in the European Economic Area or Switzerland.
- Personalised ads will also be unavailable at launch.
These limits apply to the initial rollout and may change as ChatGPT Ads develop.
5. Why the European Expansion Matters
People may use ChatGPT while deciding what to buy. The conversation can provide more context than a short search query.
This gives advertisers a chance to reach potential customers before they make a decision.
However, the expansion does not guarantee that ChatGPT Ads will perform better than search or social advertising. Advertisers will need to evaluate results after their campaigns begin.
The rollout will also show how well the platform performs across European