You must not use Google's platform products or Google ad code to select or target personalized ads, or to collect or use audience data such as cookie lists, based on:
- past or current activity by users known by you to be under the age of 13 years;
- past or current activity by users on sites or apps or areas of sites or apps directed at children under the age of 13 years;
- past or current activity by users on adult, gambling, or government agency sites or apps; or
- other inferred or actual sensitive information, including, without limitation:
- health or medical history or information, such as from sites or apps that market to a specific health-related group,
- negative financial status or other detailed information pertaining to a person's finances, such as information indicating that a user has a low credit rating or high debt load,
- racial or ethnic origins, such as from sites or apps that collect affirmative racial or ethnic identification from visitors,
- religious beliefs or other beliefs of a similar nature, such as from sites or apps that collect people’s affirmative information on religion or religious beliefs,
- the commission or alleged commission of any crime, such as information indicating that a user has a criminal record,
- political affiliation, such as information indicating a user’s political opinion or political ideology,
- trade union membership, such as a user’s visit to a trade union’s site or app, or
- sexual behavior or orientation, such as sexual orientation inferred from a user’s visit to a particular site.
In the U.S. and Canada, the following categories of products or services cannot be targeted to audiences based on gender, age, parental status, marital status, or ZIP code:
- housing, such as housing listings for sale or rental, real estate services.
- employment, such as ads for jobs, job recruitment sites, job listing sites. A subset of predetermined U.S. government advertisers promoting employment are permitted to target restricted audiences under specific conditions. If the targeting is based on a bona fide occupational qualification for a government job, which is defined under U.S. law as a qualification that is reasonably necessary for normal function of the job, these identified U.S. government advertisers may target restricted audiences.
- offers relating to credit, banking products and services, or certain financial planning and management services. Examples: Credit cards and loans, banking and checking accounts, debt management products.
If you use Google's platform products or Google ad code for personalized advertising:
- you must have all rights necessary to use audience data such as cookie lists.
- advertisers must attach notices to advertisements to make clear that they are interest-based (e.g., by using an "AdChoices" icon); and
- all parties must comply with applicable Internet advertising industry guidelines (e.g., the Self-Regulatory Principles for Online Behavioral Advertising of the Digital Advertising Alliance, or IAB Europe's EU Framework for Online Behavioral Advertising).
Learn more about the commonly used policy terms and what they mean in the glossary.