Google Is Making Advertising Policy Changes In Response To Children’s Privacy Regulations In The UK And The EEA

On September 2, 2021, Google will begin rolling out policy changes in response to children’s privacy regulations in the United Kingdom (UK) and the European Economic Area (EEA). These changes will apply in the UK, Switzerland, and across the EEA.

Policy changes will include implementing additional safeguards to filter sensitive ad creative categories eligible to serve to users that aren’t signed in or aren’t confirmed to be 18 years of age or older. Examples of restricted ad categories will include, but not be limited to, alcohol, adult content, gambling, and prescription drugs. Google may adjust the types of ads and formats that might be filtered as required to comply with regulation.

Google takes additional measures to provide a more age-appropriate online experience when our systems indicate a user is under 18. These measures are designed to help protect personal information, provide privacy controls that are easy to understand, and limit exposure to age-restricted content.