Reminder – Google is enforcing stricter rules for consumer finance ad targeting

by | Feb 27, 2024 | Digital Marketing, Google, Google Ads, Paid social, PPC

Google is implementing stricter restrictions on personalized ads for consumer financial products and services starting on February 28. Any violations of the updated policy will result in a warning and possible account suspension. It may take up to six weeks for the enforcement to be fully implemented.

It is crucial for advertisers to ensure that their personalized ads comply with Google’s updated policy before the new restrictions take effect. Account suspensions for policy violations can significantly impact campaign performance, and resolving suspensions can be challenging. Advertisers are advised to take immediate action to prevent disruptions.

The updated policy expands Google’s “credit in personalized ads” policy to include “consumer finance in personalized ads.” This means that sensitive interest categories cannot be targeted based on gender, age, parental status, marital status, or ZIP code in the United States and Canada. The new restrictions apply to offers related to credit cards, home loans, car loans, banking products, financial planning services, and more.

A Google spokesperson emphasized that these changes strengthen efforts to protect consumers by expanding the ad policy to additional consumer finance categories in the US and Canada.

For more information, advertisers can refer to Google’s blog post for a deeper understanding of the updated policy. Adhering to these regulations is crucial to avoid penalties and maintain a successful advertising campaign.

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