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Google will impose stricter restrictions on personalized advertising related to consumer financial products and services starting tomorrow, February 28.
Any violation of the updated policy will result in a warning, with the possibility of your account being suspended.
It is worth noting that full enforcement of these measures may take approximately six weeks to fully implement.
Why we care. Make sure your personalized ads comply with Google’s updated policies now, as this is your last chance before the new restrictions take effect. Suspending your account for policy violations can seriously impact campaign performance, and lifting suspensions can be difficult. Take action now to prevent disruptions.
What is changing? Google’s policy on ‘credit in personalized ads’ is being expanded to include ‘consumer financing in personalized ads’. The updated policy reads:
- “In the United States and Canada, the following sensitive interest categories cannot be targeted to audiences based on gender, age, parental status, marital status, or zip code.”
The update will apply to offers relating to credit or products or services relating to lending, banking products and services, or certain financial planning and management services. Examples include:
- Credit cards
- Mortgage
- Car loans
- Loans for appliances
- Short-term loans
- Bank and checking accounts
- Debt management products
What Google says. This is what a Google spokesperson said Search engine country:
- “We have long had a personalized advertising policy that prohibits advertisers from targeting people based on sensitive categories. This update strengthens and expands our ongoing efforts to protect consumers credit in the personalized advertising policy to additional consumer finance advertising categories in the US and Canada.”
Deep dive. Read Google’s full message blogging post for more information.
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