Google privacy update clarifies how Gmail and Photos data may be used for personalised ads

Google has clarified that data from Gmail and Google Photos may be used to personalise advertisements through its Search services, depending on users’ settings and permissions.

The policy update, effective October 16, states that users can allow services such as Google Search and Gemini to access data from other Google services, including Gmail, Drive and Google Photos, to provide personalised experiences.

Google’s Personal Intelligence features use information from connected apps to tailor responses and search results to individual users. Depending on their settings, users may also receive personalised ads based on their interests, activity or content from Google services.

“Depending on your settings, we may also show you personalised ads based on your interests, activity, or personalised content from Google services,” the updated policy states.

Google clarified that advertisers cannot access users’ Gmail, Drive or Photos information, or personally identifying details such as their names and email addresses. It also said ads based on sensitive categories, including race, sexual orientation, religion and health, would not be shown.

Users who do not want Search to access their content can disconnect Google Workspace and Google Photos through Search’s Personal Intelligence settings.

To do so, open Google Account, go to Data and privacy, and select Personalisation settings under Personalisation and activity. Choose Manage Personalised Recommendations in Search Services, find Connected Content apps under Additional Personal Intelligence, and disconnect the relevant services.