Google lets Gmail and Photos data shape ads — the October 16 policy change, and how to opt out
Google's privacy policy, effective October 16, 2026, now says Gmail, Drive and Google Photos content can influence personalized ads if a user chooses to make that data available to other Google services that support personalized ads — which happens when the apps are connected to Search's AI Mode or Gemini through Personal Intelligence. Google says the default has not changed and connecting is optional
The three lines
- Change — Oct 16 policy adds an exception to 'no ads from Gmail, Drive or Photos'
- Trigger — only when you connect those apps to AI Search or Gemini (Personal Intelligence)
- Opt out — disconnect apps, turn off personalized recommendations or ad personalization
Key questions
- google privacy policy gmail ads change october 2026
- **An exception was added on October 16, 2026 to Google's promise not to use Gmail content for ads.** | | Before | After Oct 16 | |---|---|---| | Default | No ad personalization from Gmail, Drive, Photos | Same | | Exception | None | When a user lets that data be used by services that support personalized ads | | Feature involved | — | Personal Intelligence (AI Mode in Search, Gemini) |
- how to turn off google personal intelligence ads
- **Disconnect apps or switch off personalization.** | Step | Effect | |---|---| | Disconnect Gmail and Photos from Personal Intelligence | New data stops feeding Search and ads | | Turn off Personalized Recommendations in your Google Account | Search personalization stops | | Turn off Ad Personalization in Ads Settings | Personalized ads stop entirely | | Note | Data already saved in Search Services History may need separate deletion |
- does google read gmail for ads
- **Google says it does not scan Gmail messages for ads; the change applies only to connected AI features.** | Google's statement | Detail | |---|---| | Email scanning | Not done for ads | | Advertisers | No direct access to emails, photos, names or addresses | | Gemini Apps chats | Not used for ads | | Connected app data | May be processed by Search to personalize content, including ads |
"We don't use your Gmail to target ads." Google's long-standing promise now comes with a footnote. Google's privacy policy, effective October 16, 2026, keeps the rule that content from Gmail, Drive and Google Photos is not used to personalize ads — unless the user chooses to make that data available to other Google services that support personalized ads.
Those "other services" are Search's AI Mode and Gemini. When you connect your email and photos to Google's AI through a feature called Personal Intelligence, that information can now influence the ads you see. The change surfaced around October 23 when several outlets compared the policy text.
1. What changed, exactly
| Item | Detail |
|---|---|
| Effective | October 16, 2026 |
| Products named | Gmail, Google Drive, Google Photos, Google Search, Gemini Apps, Google Workspace |
| Principle (kept) | No personalized ads based on Drive, Gmail or Photos content |
| New exception | When the user chooses to make that data available to services that support personalized ads |
| Example | Search may process data a user lets it access to personalize content, including ads |
| Default | Unchanged — the user must turn the connection on |
Personal Intelligence can, for instance, read a hotel confirmation in Gmail to organize a trip or suggest restaurants near the hotel. Under the new policy, information shared that way can also shape the ads that user sees. Advertisers do not see the emails or photos themselves.
2. Google's explanation, and how to opt out
| Google's statement | Detail |
|---|---|
| Gmail scanning | Google does not scan or read messages to show ads |
| Gmail ads | Fully automated, based on signed-in online activity |
| Sharing with advertisers | No names or email addresses unless the user asks |
| Gemini Apps chats | Not used for ads (Gemini Apps privacy notice) |
| Connecting apps | Entirely opt-in (per Ars Technica's reporting) |
| Step | What to do | Effect |
|---|---|---|
| 1 | Disconnect Gmail and Photos in Personal Intelligence (Search and Gemini settings) | New data stops feeding Search and ad personalization |
| 2 | Turn off Personalized Recommendations in your Google Account | Search personalization stops |
| 3 | Turn off Ad Personalization in Ads Settings | Personalized ads stop; connected features keep working |
| 4 | Review Search Services History | Remove information saved before you disconnected |
Disconnecting does not automatically delete what is already in Search Services History.
3. Why the exception now
AI assistants get more useful the more of your mail, photos and calendar they can read — and the same AI screens carry ads. Google's answer to "where does my AI data stop and advertising begin?" is now: if you connected it, it can be used for ads too.
| Company | Ads in AI surfaces | Personal data used |
|---|---|---|
| AI Mode and Gemini with Personal Intelligence | Connected Gmail and Photos can influence ads (from Oct 16) | |
| OpenAI | ChatGPT ads (Free and Go tiers) | Advertiser-uploaded phone and email lists plus conversation context |
We covered OpenAI's approach in "ChatGPT ads now target you by phone number and email," and how ad auctions spread your data in "What is real-time bidding (RTB)." Both companies chose the same structure: the default stays, and features you switch on unlock more data use. The burden of remembering what you turned on shifts to the user.
4. What remains unconfirmed
- Availability outside the US: Personal Intelligence reportedly runs in the US, Canada, India and Australia, not the UK or Europe. South Korea's status is unconfirmed.
- Exact wording: We relied on reported policy text, not a direct comparison of archived versions.
- Regulators: No regulatory response has been reported yet.
- Scale: The number of users with connected apps is not public.
Sources
- Dexerto — Google quietly changes privacy policy so your Gmail and Photos could be used in targeted ads (2026-10-23)
- Tech Insider — Google Privacy Policy Gmail Ads: Oct. 16 Change (2026-10-24)
- The Hacker News — Google Says Gmail and Photos Data Shared With AI Search Could Be Used for Targeted Ads
- Northeast Times — Google Policy Change Lets Connected Gmail and Photos Data Shape Ads (2026-10-23)