Privacy policy change allows data use for ads

Google has updated its privacy policy to permit the use of data from Gmail, Drive, and Google Photos for personalized advertising, but only if users explicitly agree to it. This change was reported by Android Authority and The Verge and applies to users of the Personal Intelligence feature, which includes AI Mode and other Search tools.

Data use for ads now requires explicit consent

Previously, Google’s policy stated that data from these services would not be used for advertising. Now, it clarifies that this is the case "unless you choose to make these data available" to other Google services that support personalized advertising. The policy explains that Search can use some of the data users provide to personalize content, including ads.

Google assures no access to sensitive user data

Google states that advertisers do not have access to the content of users' messages, photos, or identifying information such as names or email addresses. It also emphasizes that no targeting should be based on sensitive categories such as health, religion, origin, or sexual orientation. However, the policy remains unclear about the specific data signals being used for advertising.

Simpler removal of personal information from search results

Google has made it easier for users to remove personal information from its search results. In 2017, Google stopped using Gmail content to personalize ads after years of criticism. This decision was part of efforts to build trust, alongside features like encryption and two-factor authentication.

Consent now central to data use for AI features

The current policy relies on user consent for data sharing, as users connect their services to get better responses from the assistant. This means users are giving up personal data to improve the assistant’s usefulness, which is also valuable for advertising. While monetizing AI Mode is expected, the policy update could have been clearer.

Users can disable personal data sharing

Users can disconnect individual apps linked to Personal Intelligence or disable personalized recommendations entirely through the personalization settings page of search services. However, doing so means giving up some of the feature’s benefits. In Europe, it remains to be seen if the policy’s wording meets GDPR requirements, as the policy references a section on European rules.