Update to the Personalized ads policy (February 2024)

New limitations on personalized advertising relating to consumer finance

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In February 2024, Google will update its Personalized ads policy to introduce new limitations on personalized ads relating to consumer financial products and services. Specifically, Google’s “Credit in personalized ads” policy will be expanded to cover “Consumer finance in personalized ads.” The updated policy will read as follows:

“In the United States and Canada, the following sensitive interest categories cannot be targeted to audiences based on gender, age, parental status, marital status, or ZIP code.

Consumer finance in personalized ads

Offers relating to credit or products or services related to credit lending, banking products and services, or certain financial planning and management services.

Examples: Credit cards and loans including home loans, car loans, appliance loans, short-term loans, banking and checking accounts, debt management products.”

We will begin enforcing the policy on February 28, 2024, and it may take approximately six weeks to ramp up to full enforcement.

Violations of this policy will not lead to immediate account suspension without prior warning. A warning will be issued, at least seven days, prior to any suspension of your account. Learn more about suspended accounts here.

(Posted on November 28, 2023)

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