Google updates privacy rules to allow ad targeting via personal data

Google has revised its privacy policy to permit the use of personal data from Gmail and Google Photos for targeted advertising, a change that takes effect for users who have enabled personalized artificial intelligence features. The update, which was identified by the publication Android Authority, introduces a significant exception to the company's previous stance on how it handles user content in these specific services.

The core of the modification lies in a new clause added to the terms of service. Until recently, the policy stated straightforwardly that Google would not use data from Drive, Gmail, or Google Photos for personalized ads. As of October 16th, that statement now includes a caveat. The text now reads that the company will not use such data unless the user explicitly chooses to make information from these services available to other Google services that support personalized advertising.

This shift creates a direct link between the functionality of AI tools and the scope of ad targeting. According to the new terms, allowing Google to share data for the purpose of improving AI recommendations also opens that data up for the creation of more personalized advertisements. Consequently, users who have connected their Drive, Gmail, or Google Photos accounts to AI Mode or other Search tools via the Personal Intelligence feature may now see ads based on the content of those files.

The Personal Intelligence feature allows Search tools and other applications to provide more tailored responses by accessing a broader range of user information. By enabling this, users grant the system knowledge about their preferences and activities. The policy update clarifies that this access is not limited to improving the quality of AI responses but also extends to the advertising ecosystem within the Google network.

Despite the expanded access, the policy maintains certain boundaries regarding what advertisers can see. Companies that place ads do not gain direct access to the contents of a user's Drive, Gmail, or Photos. Furthermore, personally identifying details such as a user's name or email address are not shared with advertisers. Google has also committed to avoiding the use of sensitive data categories for ad targeting, meaning ads will not be based on factors such as race, sexual orientation, religion, or health status.

The updated policy text provides specific examples of how this mechanism works. It states that users may allow services like Search or Gemini Apps to access data from other Google services, including Photos and Workspace apps like Gmail and Drive. This access is intended to provide a more personalized experience, subject to the policies of the accessing service. For instance, if a user allows Search to access certain data, Search may process that information to personalize content, including the ads displayed to the user.

The policy further explains that depending on individual settings, Google may show personalized ads based on a user's interests, online activity, or personalized content from various Google services. The document offers a concrete scenario to illustrate this point. It notes that if a user searches for mountain bikes, they may subsequently see advertisements for sports equipment on YouTube. This demonstrates the cross-service nature of the data usage permitted under the new terms.

Users who wish to prevent their personal data from being used in this manner have several options available through their settings. Individuals can choose which specific apps they want to disconnect from Search’s Personal Intelligence features. Alternatively, they can disable Personalized Recommendations entirely by navigating to the Search Services Personalization settings page. This allows users to maintain control over how their data is shared and utilized across the platform.

The change has raised questions among privacy advocates and users about the trade-off between enhanced AI capabilities and data usage for advertising. While the policy does not mandate that users enable these features, the integration of ad targeting with AI personalization represents a notable evolution in how Google manages user information. The company has framed the update as a way to provide a more tailored experience, though it now clearly includes advertising as a component of that personalization when users opt in.