Google policy shift links Gmail and photo content to search ads

Google’s recent privacy policy revision permits content from Gmail, Drive, and Photos to influence the advertisements users see. The change took effect on October 16, seven days before this report, and connects directly to the company’s Personal Intelligence feature. This update marks a departure from previous policy language that explicitly stated personalized ads were not based on content from these specific services.

The new wording introduces an exception to that earlier rule. It now specifies that the exclusion applies unless a user chooses to make data from these services available to other Google services that support personalized ads. Android Authority first identified the change, with The Verge subsequently covering the development. The feature described in the policy update appears to be the activation of Personal Intelligence for a specific account.

Personal Intelligence began rolling out in beta at the start of 2026. The feature allows Gemini to draw on data shared across various Google applications, including Gmail, Photos, Search, and Drive. According to the revised policy, users can allow specific services, such as Search or Gemini apps, to access data from other services they utilize. This access is offered in exchange for a more personalized user experience.

The policy provides a concrete example of how this mechanism functions. It states that Search may process some of the data a user permits it to access in order to personalize content, which includes ads. Google has not stated that it is handing over the full contents of an inbox, cloud storage, or photo library to advertisers. However, the revised language makes it possible for ads to be targeted using that connected content within the Search platform.

The company’s stance on identifying details remains consistent with earlier versions of the policy. Advertisers will not see personally identifying information, such as a user’s name or email address, without the user’s explicit permission. This language regarding privacy of identity has not been altered by the recent revision.

Personal Intelligence remains an opt-in feature for all users. Those who wish to review or change their settings should navigate to the Data & privacy section of the My Account page. From there, they should select Personalization settings and then choose Manage Personalized Recommendations in Search services. This specific page also includes a Turn off button, which disables personalized recommendations entirely for the account.