Google's new privacy policy allows ads based on Gmail, Drive and Photos content that users share with Search

Google changed one of the firmest promises in its privacy policy with the version that took effect on October 16, 2026. The previous text said Google does not show personalized ads based on content from Drive, Gmail or Photos. The new text keeps that sentence but adds an exception: unless the user chooses to make data from these services available to other Google services that support personalized ads.

What the new text adds

A new paragraph explains how that data reaches other services. A user may allow services such as Search or Gemini Apps to access data from Photos, Gmail and Drive for a more personalized experience. The policy then gives an example: Search may process some of the data the user lets it access to personalize content, including ads.

The same section now says Google may show personalized ads based on personalized content from its services, alongside interests and activity. The version in force from October 1, 2026, mentioned only interests and activity.

What stays the same

Two limits are unchanged. Google still says it does not show personalized ads based on sensitive categories such as race, religion, sexual orientation or health. It also still says it does not share information that identifies a user, such as a name or email address, with advertisers unless the user asks.

The policy points to the ad settings in My Ad Center for controlling which information is used for ads. A separate Google help page describes the Personalized Recommendations setting, which controls whether Search services personalize results, feeds and AI responses.