Google privacy update allows indirect use of Gmail and Photos data for ads

Google has revised its privacy policy to permit information derived from Gmail and Google Photos to inform personalized advertising when users opt to connect those apps to other eligible services. The policy change took effect on October 16.

The policy retains Google's commitment not to personalize advertising using content in Drive, Gmail or Photos, but adds an exception for information users make available elsewhere within Google. Another addition says Search can use information it is allowed to access for content personalization, including advertising.

The change primarily affects Personal Intelligence, an optional feature through which Gemini and Search's AI Mode can consult connected apps. Google has begun testing advertising in AI Mode for users who have enabled Personal Intelligence. In March, the company said that experience would remain without ads for the time being.

Google says it will not target ads directly from users' inboxes or photo libraries. However, its support documentation says AI Mode can use excerpts, summaries and inferred information from connected apps, and that those details can also inform advertising. Advertisers cannot access the apps, while targeting involving sensitive subjects, including health, religion and sexual orientation, remains prohibited.

Users can disconnect Gmail and Photos through their Google Account's Search Services Personalization settings. Disabling personalized advertising through My Ad Center is a separate option, but does not necessarily prevent connected apps from supplying information to AI features.