Google is implementing updates to its personalized advertising policy, specifically targeting consumer financial products and services. This update, set to take effect in February 2024, will prohibit advertisers from targeting audiences for credit and banking ads based on sensitive factors such as gender, age, parental status, marital status, or zip code. The existing policy, which currently prohibits “Credit in personalized ads,” will be renamed “Consumer finance in personalized ads” under the changes.
The new policy aims to protect users’ privacy and prevent discrimination in financial services advertising. Google will begin enforcing the updated restrictions on February 28, 2024, with full enforcement expected within six weeks. Advertisers in violation will receive a warning at least seven days before any account suspension. Google has advised advertisers to review their campaigns for compliance issues and to carefully check their ad targeting settings.
The company will allow generalized ads for credit and banking products that do not use sensitive personal data for targeting. Google will work with advertisers to ensure a smooth transition during the ramp-up period over the next six months. This update is part of Google’s ongoing efforts to refine its ad targeting practices and to provide a more secure and non-discriminatory advertising environment for users.
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