ChatGPT starts showing ads to users in 31 countries

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ChatGPT will start showing ads to users in 31 European countries starting August 24, according to the chatbot’s creator, OpenAI.

The ads will appear to users of ChatGPT’s free and cheapest Go subscription plans, with the exception of Plus, Pro, and Enterprise plans. OpenAI did not disclose the full list of the 31 countries, but they include Germany, France, Spain, Italy, Sweden, Norway, Denmark, the Netherlands, and Austria.

At the same time, the list of countries available for targeting on the company’s advertising platform includes all 27 European Union countries, as well as Iceland, Liechtenstein, Norway, and Switzerland.

This is the largest expansion of ChatGPT’s advertising program since its launch. OpenAI began testing ads in the U.S. in February 2026, and has since expanded to eight other markets.

The company says that tens of thousands of marketers have already used ads on ChatGPT. Customers in Europe will be able to place ads through OpenAI Ads Solutions, agencies, and technology partners. The company promises to open up standalone access through Ads Manager later.

Bloomberg first reported in January that OpenAI was preparing to integrate ads into ChatGPT. The company said that ads would appear below chatbot responses and would be visible to users of the free version and Go plan.

OpenAI CEO Sam Altman called ads a “last resort” for monetizing ChatGPT. The company said that it would not serve ads to users under 18. It is also noted that advertisers cannot access users' correspondence, and the ads themselves are separated from ChatGPT responses and do not affect their content.