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Consumer Finance Restricted in Personalized Ads in the U.S. and Canada


In February 2024, Google will update its Personalized ads policy to introduce new limitations on personalized ads relating to consumer financial products and services. Specifically, Google’s “Credit in personalized ads” policy will be expanded to cover “Consumer finance in personalized ads.” 

This means that in the U.S. and Canada, advertisers can no longer target audiences based on sensitive interest categories like gender, age, parental status, marital status, or ZIP code for offers related to credit lending, banking products, and various financial services.

Enforcement of this updated policy begins on February 28, 2024, with a gradual implementation over six weeks.

Importantly, policy violations will first receive a warning at least seven days before any account suspension. For more details on suspended accounts, refer to Google’s guidelines.

Read the official announcement: Update to the Personalized ads policy.

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