Google announces new ad restriction policies to eliminate discriminatory use of its targeting tools

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 12, 2020, 2:41 AM UTC

Advertisers impacted will be provided with more information in the coming weeks.

Google adds new restrictions for housing, credit, and employment ads, to prevent advertisers from using its advanced targeting tools discriminatorily. Ad targeting or exclusion based on gender, age, parental status, material status, or ZIP Code will be prohibited.

The new restrictions will be in addition to existing prohibiting personalisation based on race, religion, ethnicity, sexual orientation, national origin, or disabilities. Google has given no definite timeline, as to when the restrictions will be fully implemented.

Facebook implemented the same exact restrictions back in March 2019. Both Facebook and Google are implementing restrictions after various investigations identified misuses of their advanced targeting systems.

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