Google Updates Privacy Policy to Allow Ad Targeting Based on Gmail and Photos Data

Google has updated its privacy policy to allow the use of data from Gmail, Drive, and Photos for personalized ad targeting, provided users enable the Personal Intelligence feature. This change, effective from October 16, 2026, indicates a shift in how Google utilizes user data.

Previously, the policy explicitly stated that personalized ads were not based on content from these services. However, the new wording introduces a significant caveat: ads may be personalized based on data from these services if users choose to make that data available to other Google services.

This update is closely tied to Google’s AI initiative, particularly the Personal Intelligence feature, which began rolling out in beta earlier in 2026. Personal Intelligence allows data sharing across various Google apps, including Gmail, Photos, Search, and Drive.

The 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.” This means that while Google does not directly share your personal data with advertisers, it enables them to target ads based on connected content.

Google maintains that advertisers will not have access to personally identifiable information, such as names and email addresses, without user consent. This aspect of the policy remains unchanged from previous versions.

Currently, Personal Intelligence is an opt-in feature. Users concerned about this change can review and adjust their Google account settings. To do so, they can navigate to the Data & privacy section under their My Account page, select Personalization settings, and manage personalized recommendations in Search services. Users also have the option to disable Personalized Recommendations entirely.

Source: 9to5Google