Google's Privacy Policy Now Says Gmail and Photos Data Shared With Search Can Personalise Ads
Google's privacy policy, effective October 16, says it does not show personalised ads based on Gmail, Drive or Google Photos content unless users make that data available to Google services that support personalised ads. The policy gives Search as an example. Android Authority, which reported the change on October 23, ties it to Personal Intelligence, Google's feature for connecting those apps.
Google's privacy policy used to promise, without conditions, that it would not personalise ads from what is in Gmail, Drive or Photos. Since October 16 that promise has an exception: if you connect those apps to Search, Gemini or Google's other AI features, their data can shape the ads you see. Android Authority reported the change on Friday, October 23.
What the policy says#
The policy states: "We don't show you personalized ads based on your content from Drive, Gmail, or Google Photos, unless you choose to make data from these services available to other Google services that support personalized ads." It says users may allow services such as Search or Gemini Apps to access data from Gmail, Drive or Photos, and gives this example: "Search may process some of the data that you allow Search to access to personalize content, including ads." A separate line says that when users let services process data from other services, "including for features such as Personal Intelligence," the same data may be used to personalise their experience.
The policy also says Google does not share information that personally identifies users, such as name or email, with advertisers unless they ask it to.
What changed on October 16#
Google's archive of past versions shows the edit. The policy in force from October 1 said: "We don't show you personalized ads based on your content from Drive, Gmail, or Photos." The October 16 version adds "unless you choose to make data from these services available to other Google services that support personalized ads." Google's comparison view marks two more changes. A new paragraph says users may let services such as Search or Gemini Apps access Gmail, Drive and Photos, and mentions Personal Intelligence. A sentence on ads that used to cover "interests and activity across Google services" now covers "interests, activity, or personalized content from Google services."
The shift is in what makes a feature useful. The more an AI assistant knows about your bookings, messages and photos, the better its answers, and Google now says that same connection can also inform its ads. Google is putting ads into more of its AI products at the same time: on October 28 it expanded ads in AI Mode to 10 more countries.
What it means for users#
Android Authority stresses that this does not mean Google automatically scans private emails and photos to serve ads; the exception covers data users choose to share with eligible services. It notes that disconnecting an app does not necessarily erase data already saved in Search Services History.
Limits#
- The before-and-after wording comes from Google's own archived versions; Google has not explained the change publicly.
- The description of what disconnecting does is Android Authority's reading.
- The policy does not say which services count as ones that "support personalized ads."
Sources#
- Google Privacy Policy, archived version effective October 1, 2026
- Google Privacy Policy, archive comparison October 1 to October 16, 2026
- Google Privacy Policy (effective October 16, 2026)
- Android Authority: Google makes a privacy policy exception to use your Gmail and Photos data for ads (October 23, 2026)