Google tweaks privacy rules to link Gmail and Photos with ad targeting

Google has modified its privacy policy to include a new exception that could allow the company to use data from Gmail and Google Photos for targeted advertising. The change affects users who utilize personalized artificial intelligence features across the tech giant's ecosystem. This update marks a significant shift in how the company handles consumer data for its advertising networks.

The new terms were identified by Android Authority and officially added to the policy on October 16th. Previously, Google stated that it would not use data from Drive, Gmail, or Google Photos for personalized ads. The updated language now includes a specific clause that changes this stance. It reads that the company may use this data unless users explicitly choose to make it available to other services that support personalized ads.

This policy adjustment means that connecting personal services to AI tools has broader implications than just better recommendations. Users who have linked their Drive, Gmail, or Google Photos to AI Mode or other search tools via the Personal Intelligence feature may now see ads based on that content. The system uses this information to provide more relevant responses and suggestions while simultaneously refining ad targeting.

Google has clarified that advertisers will not have direct access to the content of users' Drive, Gmail, or Photos. Personally identifying details such as names and email addresses remain protected from ad partners. Furthermore, the company states it will not show ads based on sensitive categories. These protected areas include race, sexual orientation, religion, and health information.

The updated policy text explains that users may allow certain services, such as Search or Gemini Apps, to access data from other Google services. This access is intended to provide a more personalized experience. The policy notes that Search may process some of this data to personalize content, which includes advertisements. This creates a direct link between the data users share for AI assistance and the ads they may see across platforms.

According to the new terms, depending on user settings, Google may show personalized ads based on interests and activity. The policy provides an example where a user searching for mountain bikes in Search might subsequently see ads for sports equipment on YouTube. This illustrates how data from one service can influence ad placement on another within the Google ecosystem.

For users who prefer to limit this data usage, options are available to adjust preferences. Individuals can choose which apps to disconnect from Search’s Personal Intelligence features. Alternatively, they can disable Personalized Recommendations entirely. These changes can be made through the Search Services Personalization settings page.

The policy update reflects a broader trend in tech where AI features rely on more user data to function effectively. While Google maintains that this helps provide a better user experience, it also opens the door for more precise ad targeting. Users should review their settings to ensure their preferences align with their privacy expectations in light of these changes.