Google Policy Update: Gmail and Photos Data May Feed Targeted Ads

Google has quietly adjusted the rules governing how user data is handled across its ecosystem.

The company's privacy policy, updated on October 16, 2026, introduces a significant exception to its long-standing promise regarding user content. Previously, the policy stated unequivocally that Google would not utilize data from Gmail, Google Drive, or Google Photos for the purpose of creating personalized advertisements. The revised text now appends a condition: “unless you choose to make data from these services available to other Google services that support personalized ads.” This modification was identified by Android Authority.

Under the new terms, the company suggests that enabling personalized AI recommendations creates a pathway for data to be used for ad targeting. Specifically, users who have activated the Personal Intelligence feature for Search and AI Mode, thereby granting these tools access to their Drive, Gmail, or Photos content to generate more tailored responses, may now encounter advertisements based on that specific content. Google states that by allowing Search to access this data, the system may process it to personalize content, including ads.

While the policy permits this new form of data utilization, it outlines specific limitations regarding who receives the information and how it is applied. Google maintains that advertisers do not gain direct access to the actual content within Gmail, Drive, or Photos. Furthermore, advertisers do not receive personally identifying details, such as a user's name or email address, associated with this data. The policy also stipulates that advertisements will not be generated based on sensitive categories, explicitly listing race, sexual orientation, religion, and health.

The policy text explains the mechanism by which a user might inadvertently opt in. It states that users may choose to allow services like Search or Gemini Apps to access data from other applications, such as Gmail and Drive, to provide a more personalized experience. The text explicitly links this to advertising, noting: “For example, Search may process some of the data that you allow Search to access to personalize content, including ads.”

Google provides a hypothetical scenario to illustrate how this personalization functions in practice. The policy cites an example where, depending on user settings, the company may show personalized ads based on a user's interests or activity. If a user searches for a specific item, such as “mountain bikes,” they may subsequently see ads for sports equipment on YouTube.

For users wishing to prevent their personal content from being used in this manner, Google offers specific controls. Individuals can choose to disconnect specific applications from the Search Personal Intelligence features. Alternatively, users may disable the Personalized Recommendations feature entirely through the Search Services Personalization settings page.

As of this publication date, the updated policy is active. Users who have previously enabled these AI features to enhance their search experience may find that their private content is now part of the equation for determining which advertisements they see.