Ad-serving protections for Teens (August 2022)

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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 teen ads policy, we will:

  • Disable ads personalisation
  • Disallow sensitive creative categories from serving

We will begin enforcing the policy 15 August 2022. Depersonalisation will occur across all products, and creative ad filtering will begin on YouTube, Google Display Ads and Display & Video 360, and expand to additional products over time. Please review this policy to understand which ad categories may be restricted for teens. You do not need to take any further action.

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.


Posted on 15 June 2022


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