Google Policy Update Allows Ads to Use Gmail and Photo Data

Starting October 16, Google users can choose to let their email, cloud files, and photos influence the advertisements they see. This change takes effect one week prior to this report and is linked to the company's Personal Intelligence feature. It marks a departure from previous rules that kept this specific user content separate from ad targeting.

Android Authority first identified the update, which The Verge subsequently covered. Earlier policy documents stated that personalized ads did not rely on content from Drive, Gmail, or Photos. The current text adds an exception. It now says that restriction applies "unless you choose to make data from these services available to other Google services that support personalized ads."

Turning on Personal Intelligence appears to be the mechanism for this choice. The feature began rolling out in beta at the start of 2026. It allows the Gemini AI assistant to draw on data shared across Google apps, including Gmail, Photos, Search, and Drive. Users who enable the feature consent to this cross-service data sharing.

The policy details how this data flows into ads. Google services like Search or the Gemini apps can access data from other services, such as Workspace apps, to provide a personalized experience. The document cites an example where Search processes user data to tailor content, including the ads displayed. This means a user's search results could be shaped by the contents of their inbox or photo library if they opt in.

Google has not stated that it will hand over the full contents of a user's inbox or storage to advertisers. However, the revised language makes it possible to target ads using that connected content in places like Search. The company's stance on direct identification remains unchanged. The policy still states that advertisers will not see personally identifying information, such as a name or email address, without explicit user permission.

Personal Intelligence is currently an opt-in feature for all accounts. Individuals who want to review their status can navigate to the Data & privacy section of the My Account page. From there, they should select Personalization settings and then choose Manage Personalized Recommendations in Search services. That page includes a Turn off button that disables personalized recommendations entirely.

Users who have enabled the feature should check these settings to see what data is being shared. The option to control this data flow is located within the standard account management tools. No separate sign-up is required to access these controls.