Google Rewrites Its Data Privacy Rules

For years, Google has promised that the contents of your personal cloud storage are off-limits for ad targeting. But that boundary has just shifted. Following a policy update on October 16, the tech giant can now access data from Gmail, Google Drive, and Google Photos to serve ads if users have enabled certain AI capabilities. This change was identified by Android Authority in the revised documentation.

The previous policy was straightforward: Google stated it would not use data from these specific services for personalized advertising. The new version introduces a caveat, stating that such data will not be used "unless you choose to make data from these services available to other Google services that support personalized ads." Effectively, opting into enhanced AI features is now linked to broader data usage for advertising purposes.

This modification specifically impacts users who have enabled Personal Intelligence features within Search tools, including AI Mode. By connecting Gmail or Photos to these tools to get better recommendations or responses, users are inadvertently opening the door for that data to inform ad targeting. If you allow these services to access your personal information to improve your experience, that same information may now be used to personalize the ads you see.

It is important to note that advertisers do not receive direct access to the contents of your Gmail or Drive files. They also do not receive personally identifying details like your name or email address. Furthermore, Google maintains restrictions on sensitive categories; ads will not be targeted based on race, sexual orientation, religion, or health status.

The updated policy outlines that Google may process data from services like Gmail and Drive if you allow access to them for a more personalized experience. For instance, the policy explains that if you search for "mountain bikes," you might see ads for sports equipment on YouTube, illustrating how activity across different platforms can be linked for advertising purposes.

If you prefer to keep your personal data out of the ad-targeting ecosystem, there are controls available to you. Users can disconnect specific apps from Search’s Personal Intelligence features or disable Personalized Recommendations entirely through the Search Services Personalization settings page.