Google's AdSense advertising service for websites will require online publishers that get visitors from the European Union to specifically ask for consent to use their data or cookies, amid pressure from European regulators. The company is making the changes after requests from authorities in the EU, Google said Monday on its website. The consent policy covers topics such as data collection, sharing and usage -- along with the storing and accessing of cookies, tools that help track consumers’ activity online.

The Internet-search giant is asking websites that use its ad tools to get explicit user permission as it faces stepped-up regulatory attention in Europe.

The EU has also been probing allegations since 2010 that Google’s search results unfairly favor its own services.