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July 7, 2021

Posted by: Leonardo Moura


Significant Updates to Google Ads Policy

Google recently shared some updates on their Google Advertising Policy regarding what we will & will not be able to use in personalized advertising moving forward.

Advertisers promoting products and services considered "sensitive interest categories" won't be able to use the following advertiser-curated audiences and features:

  • Customer Match

  • Remarketing

  • Similar Audiences

  • Custom Audiences

  • Gmail Ads (some instances)

Even for accounts that fall under the sensitive interest category, advertisers will continue to be able to use the following features in personalized advertising:

  • In-market

  • Affinity

  • Demographics

  • Detailed Demographics

  • Life Events

  • Location Targeting

There are a few ad types that may trigger status warnings, which currently limit targeted audiences. Three popular categories include employment, health & wellness, finance.

Employment in personalized ads: Employment opportunities or hiring a person for a job.*

  • Examples: ads for jobs, job recruitment sites, job listing sites. A subset of predetermined U.S. government advertisers promoting employment in personalized ads is 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 the normal function of the job, these identified U.S. government advertisers may target restricted audiences.

Health in personalized advertising; Personal health content, which includes:

  • Physical or mental health conditions, including diseases, sexual health, and chronic health conditions, are health conditions that require long-term care or management.

  • Products, services, or procedures to treat or manage chronic health conditions, which include over-the-counter medications and medical devices.

  • Any health issues associated with intimate body parts or functions, which includes genital, bowel, or urinary health.

  • Invasive medical procedures, which include cosmetic surgery.

  • Disabilities, even when content is oriented toward the user’s primary caretaker.

  • Examples: Treatments for chronic health conditions like diabetes or arthritis, treatments for sexually transmitted diseases, counseling services for mental health issues like depression or anxiety, medical devices for sleep apnea like CPAP machines, over-the-counter medications for yeast infections, information about how to support your autistic child

Negative financial status in personalized advertising: Personal financial distress, difficulties, or deprivation

  • Examples: bankruptcy services, welfare services, homeless shelters, unemployment resources, predatory lending products, and services

Google is implementing these changes to ensure that advertisers are honest, inclusive, and trustworthy. Many campaigns have required adjustments to remain in compliance, so if you're managing a campaign for your business and haven't checked its effectiveness for a while, it might be time to make sure everything is still running smoothly and providing positive results!

Tell us what you think!