Google updates privacy rules to allow Gmail and Photos data for ad targeting

Google has revised its privacy policy to potentially use data from Gmail, Google Photos, and Drive for targeted advertising. The change, first identified by Android Authority, introduces a significant exception to the company’s previous stance on using these specific services for ad personalization. While Google historically maintained that it would not use this private data for ads, the updated terms now allow for it under specific conditions.

The critical shift occurred on October 16th, when Google added a new clause to its policy. The previous version stated simply that the company would not use Drive, Gmail, or Google Photos for personalized ads. The new language adds the condition: “unless you choose to make data from these services available to other Google services that support personalized ads.” This modification fundamentally alters the relationship between user data and advertising networks.

Under the new terms, enabling better AI recommendations effectively opens the door to more personalized advertisements. Users who have connected their Drive, Gmail, or Google Photos to AI Mode and other Search tools via the Personal Intelligence feature are affected. By allowing these tools to access their data for more accurate responses, users may now see ads based on the content within those files.

The policy explicitly states that users may allow certain Google services, such as Search or Gemini Apps, to access data from other services like Google Photos or Workspace apps. This access is intended to provide a more personalized experience, subject to the policies of the accessing service. For example, if Search processes data from an allowed service, it may use that information to personalize content, including the ads displayed to the user.

Google clarifies that advertisers do not receive direct access to the actual content of Drive, Gmail, or Photos. Furthermore, personally identifying details such as names or email addresses are not shared with advertisers. The company also maintains safeguards against showing ads based on sensitive categories, including race, sexual orientation, religion, or health conditions.

The policy illustrates how this personalization works with a specific example. Depending on user settings, Google may show personalized ads based on interests, activity, or personalized content from its services. The document notes that if a user searches for “mountain bikes” in Search, they may subsequently see ads for sports equipment on YouTube, demonstrating the cross-service data flow enabled by these new settings.

Users who wish to prevent their personal data from being used for targeted ads have options to control this flow. They can choose which specific apps to disconnect from Search’s Personal Intelligence features. Alternatively, users can disable Personalized Recommendations entirely. These controls are accessible through the Search Services Personalization settings page, allowing individuals to tailor their privacy preferences according to their comfort level with data sharing.