Google's privacy policy now says connected Gmail and Photos data may shape your ads

What did Google change?

Google's privacy policy, effective 16 October 2026, says: "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."

The exception is about people who connect their Google content apps to Search services, which include Search, AI Mode, Maps, Shopping, Flights, Hotels, Translate and News, according to Google's help page.

Will Google use my emails for ads?

Google's help page says ads will not be based directly on your Gmail inbox or your Google Photos library. But it also says that if you connect your content apps, Search may reference summaries, excerpts and inferences from them to personalize your experience, and that the same info may be used to show you ads.

Google says it does not show personalized ads based on sensitive categories such as race, religion, sexual orientation or health.

Do advertisers get to see my Gmail or Photos?

No, according to Google. Its help page says that if you connect your content apps to Search services, advertisers will not have access to your Gmail inbox or Google Photos.

How does connecting work, and can I undo it?

Connecting is a choice. Google says AI Mode can then reference insights from your emails and photos, for example using past restaurant reservations to suggest new restaurants. You can still use AI Mode without connecting any app, and you can disconnect content apps from Search services at any time.

Disconnecting does not delete data already in your Search Services History. Google says that data can still be used for product improvement, including training generative AI models. You can manage it at activity.google.com.

Why does it matter?

Connecting your email and photos can make Search answers more personal. This policy makes clear the same information may also feed the ads you see, even if advertisers never see your inbox.

Android Authority, which covered the change on 23 October, noted that Google does not automatically scan private emails and photos for ads: the exception applies to information people choose to share with eligible services.

What's next?

Nothing changes unless you connect your apps. If you have, you can review or disconnect them in your Google Account's Search personalization settings.