OpenAI Expands ChatGPT Ads to 31 European Countries
OpenAI announced on August 19, 2026 that it is expanding ChatGPT Ads to 31 European countries, including Germany, France, Spain, Italy, Sweden, Norway, Denmark, the Netherlands, and Austria. The expansion follows the May 2026 launch of the self-service ad manager in the United States.
What was announced
OpenAI said advertisers in the expanded European region can access ChatGPT Ads through the OpenAI Ads Solutions team, agency partners, and technology partners. Self-service access through the Ads Manager platform will become available later this summer, the company added.
Details and availability
The ads will appear only for users on ChatGPT's Free and Go subscription plans. Users on Plus, Pro, and Enterprise subscriptions will continue to see no advertising, OpenAI said.
The company stated that "tens of thousands of marketers have now advertised on ChatGPT" since the product's initial launch. OpenAI added that it "made significant progress in six months, but we are still early in building the full potential of ChatGPT Ads."
The European rollout covers 31 countries. The full list includes Germany, France, Spain, Italy, Sweden, Norway, Denmark, the Netherlands, Austria, and 22 additional countries not individually named in the announcement.
Context
OpenAI first announced ChatGPT Ads in February 2026, began testing the ad manager interface in April, and launched self-service access in the US in May 2026. The European expansion represents the product's first major geographic extension beyond the United States.
ChatGPT Ads appear within the conversational interface as sponsored responses. The product is distinct from traditional search advertising in that it operates within an AI chat environment rather than a search engine results page.
What has not been confirmed
The announcement does not specify exact ad formats, pricing models, or eligibility requirements for European advertisers beyond the access channels listed. OpenAI did not provide a precise date for when self-service Ads Manager access will open in Europe beyond "later this summer." The company also did not disclose current advertiser counts, revenue figures, or performance metrics for the US market.
Sources
- OpenAI, "ChatGPT Ads Expands Across Europe," August 19, 2026. https://openai.com/index/chatgpt-ads-expands-across-europe/
