diff --git a/aio/src/app/shared/analytics.service.ts b/aio/src/app/shared/analytics.service.ts
index 45cbee425bd075..2f2df8a91f9e7b 100644
--- a/aio/src/app/shared/analytics.service.ts
+++ b/aio/src/app/shared/analytics.service.ts
@@ -90,6 +90,17 @@ export class AnalyticsService {
     // Analytics 4 web UI under `Data Streams`.
     window.dataLayer = this.window.dataLayer || [];
     window.gtag = function() { window.dataLayer?.push(arguments); };
+
+    // Cookie banner consent initial state
+    window.gtag('content', 'default', {
+      ad_user_data: 'denied',
+      ad_personalization: 'denied',
+      ad_storage: 'denied',
+      analytics_storage: 'denied',
+      personalization_storage: 'denied',
+      wait_for_update: 500
+    })
+
     window.gtag('js', new Date());
 
     // Configure properties before loading the script. This is necessary to avoid