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Coming soon: Ad-serving Protections for Teens policy update

15 June 2022

As previously announced, Google is expanding ad-serving protections for teens globally. The protections will apply on Google Accounts of people above the digital age of consent but under 18 years of age (“teens”), and are in addition to protections already rolled out across Europe and Australia. With the launch of this new teen ads policy, we will:

  • Disable ads personalization
  • Disallow sensitive creative categories from serving

Depersonalization will occur across all products, and creative ad filtering will be applied on Ad Manager, AdSense, and AdMob. We will begin enforcing the policy August 15, 2022.

Previous protections established in response to child-directed regulations, such as the Children’s Online Privacy Protection Act (COPPA), Age Appropriate Design Code (AADC), and the Australia Online Safety Act (AU OSA), will continue to apply where relevant.

Please review this policy to understand which ad categories may be restricted for teens. While you may notice an impact on performance, there is no action required on your part.

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