Google Updates Privacy Policy to Use Gmail and Google Photos Data for Personalized Ads with User Consent

Image: Now Google says it might use your Gmail and Google Photos data to target ads · Source

Google has revised its privacy policy to allow the use of Gmail, Google Photos, and Drive data for ad targeting if users enable personalized AI features that link these services.

Google has quietly updated its privacy policy, introducing provisions that could result in users seeing ads targeted based on their personal data from Gmail, Google Photos, and Google Drive. This change specifically affects users who opt into personalized AI functionalities that integrate these services through Google’s Personal Intelligence feature.

Previously, Google explicitly stated that data from Drive, Gmail, and Google Photos would not be used for personalized advertising. However, as of October 16th, the policy includes an exception: if a user chooses to make data from these services accessible to other Google services—such as Search and Gemini Apps—that support personalized ads, then that information might be used to tailor advertising experiences.

This update is linked to Google's efforts to enhance AI-powered tools that provide more customized responses and recommendations by leveraging data across multiple Google platforms. Users connecting their Drive, Gmail, or Google Photos accounts to these AI-based features may consequently receive ads influenced by the content of those services.

Importantly, Google assures that advertisers do not receive direct access to users’ personal files or identifying information like email addresses or names. Additionally, the company prohibits ads based on sensitive attributes including race, sexual orientation, religion, or health.

The revised policy states: “You may choose to allow certain Google services, including services like Search or Gemini Apps, to access data from other Google services you use, such as Google Photos and Workspace apps like Gmail and Drive, in order to provide you with a more personalized experience.” It goes on to explain that Google Search may process permitted data to personalize content and ads.

Users concerned about privacy can opt out by disconnecting specific apps from Search’s Personal Intelligence features or by disabling Personalized Recommendations entirely through the Search Services Personalization settings page. This adjustment reflects a shift toward more interconnected AI services at Google, balancing enhanced user experience with new privacy considerations.

This policy change highlights the growing integration of AI personalization within Google’s ecosystem and the corresponding impact on how user data may be leveraged for advertising purposes, contingent on user consent and settings.