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Google's Warning: Advertisers, Act Now to Avoid Account Suspensions!

An iPad with Google homepage on it

So, apparently, Google is updating its personalized advertising policy once again. 

As you might already know, Google has this policy that says you can't target people based on sensitive categories like race, religion, or sexual orientation. Well, they're not stopping there. 

Starting February 2024, they're kicking it up a notch by tweaking the rules yet again, this time it's placing more restrictions on ads linked to consumer financial products and services. You know, loans, credit cards, all that financial stuff.

These adjustments reflect Google's continuous commitment to improving how they target ads. It's all about maintaining fairness and equity in the world of advertising!

Here’s What You Need To Take Note Of

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Google is trying to stop advertisers from zeroing in on specific groups for credit and banking ads based on sensitive details like gender, age, parental status, marital status, or zip code.

The old "Credit in personalized ads" rule will now be known as "Consumer finance in personalized ads" policy. And it's got some strict guidelines.

So, here's the deal according to Google's new rules: If you're in the United States or Canada, you can't target certain sensitive interest categories to audiences based on things like gender, age, parental status, marital status, or ZIP code.

What's off-limits? Anything related to credit, banking products, and certain financial planning and management services. We're talking credit cards, home loans, car loans, even short-term loans. Also in the no-go zone: banking and checking accounts, and debt management products.

 When Will the New Policy Go into Effect?

A boy accessing Google homepage on his laptop while having cereal for breakfast

As mentioned above, the updated rules for personalized advertising are scheduled to go live on February 28, 2024. However, they’re doing it gradually before making sure to roll out the full enforcement within the following six weeks.

Now, if advertisers find themselves on the wrong side of these rules, don’t worry, Google's not dropping the hammer right away. Nope, they will send out a friendly warning at least seven days before any account suspension. It's like a yellow card in the world of online ads – a fair chance to course-correct. 

But here's the good news – it's not a complete ad lockdown. Google's still okay with the general ads for credit and banking products, as long as they don't delve too deep into your personal info for targeting. 

Next Steps For Advertisers

Google will be getting serious about the new rules at the end of February 2024. They're recommending advertisers not to procrastinate and start checking their campaigns sooner rather than later to ensure everything aligns with the new standards.

Conduct a thorough review of your ad targeting settings. Make sure there's no personalized stuff based on sensitive topics and stick to the updated policy.

Now, the important part: If you're not following the guidelines, yes, Google will only warn you but keep ignoring the rules, and Google will suspend your account. It will be a hassle since you'd have to reach out to support to get things back on track. It might be easier to steer clear of the situation altogether.

But no need to panic, if you’re still confused – Google's got your back. They're willing to assist advertisers during the next six months to make this transition as smooth as possible. 

Time to audit those ad campaigns, marketers!


Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.


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