Google has announced comprehensive updates to its Platforms programme policies, set to take effect on February 16, 2025. These changes address advancements in privacy-enhancing technologies and expand coverage across various advertising surfaces including connected TVs and gaming consoles.
Key Policy Updates
Content and Privacy Guidelines
Google has strengthened its stance on content regulations and privacy protection. The updated policies maintain strict prohibitions against illegal content while introducing new requirements for privacy disclosures. Advertisers must clearly disclose all data collection and usage practices across all platforms, including web, apps, connected TVs, and gaming consoles.
Enhanced Protection for Young Users
The policy introduces robust protections for users under 13 years of age. Advertisers are prohibited from:
- Targeting personalized ads based on their activities
- Collecting data from child-directed content
- Using personal information for advertising purposes
Restricted Advertising Categories
In the United States and Canada, specific restrictions have been placed on targeting based on gender, age, parental status, marital status, or postcode for:
- Housing listings and real estate services
- Employment opportunities and job listings
- Credit-related offers and banking services
Data Management and User Consent
The updated policy emphasizes strict requirements for data handling:
- Prohibition of personally-identifiable information sharing with Google
- Mandatory encryption for location data transmission
- Required express consent for precise location tracking
- Compliance with EU user consent policy
New Requirements for Uploaded Data Features
Google has introduced minimum requirements for accounts using uploaded data features:
- Good policy compliance and payment history
- Minimum 90 days combined history across Google Ads and Display & Video 360
- Lifetime spend exceeding $50,000 across Google platforms
These changes reflect Google's commitment to maintaining user privacy while adapting to evolving advertising technologies and platforms. The updates aim to provide clearer guidelines while protecting both advertisers and users in the digital advertising ecosystem.
