Google's new privacy rules: Could your emails affect the ads you see?

Google's privacy policy has been updated and takes effect October 16, 2026. The change concerns how data from services such as Gmail, Google Calendar and Google Photos can be used when Google tailors content and ads to individual users.

What the policy says

According to Google's own policy text, Google does not show personalized ads based on content from Drive, Gmail or Google Photos. There is one exception, however: if users themselves choose to make data from those services available to other Google services that support personalized ads, that can change. The protection applies by default, and you have to actively opt in before the content can be used for ad targeting.

Who is affected

According to the independent review at Techlicious, the change affects users who connect Gmail, Calendar or Photos to Google Search through the Personal Intelligence feature.

Techlicious's reading of the policy is that Search can process the connected data to personalize content, including ads. The ads are not supposed to be built directly on your inbox or photo library. But Search can draw on summaries, excerpts and inferences derived from the sources. According to Techlicious, the access covers Search, Discover, Maps, Shopping, Flights, Hotels, Translate and News.

Google states that personalized ads are not shown based on sensitive categories such as race, religion, sexual orientation and health. Advertisers also do not get direct access to the connected data.

How to limit it

According to Techlicious, you can limit personalization in three ways:

- Disconnect connected content apps in the personalization settings for search services. - Turn off personalized ads in My Ad Center. - Adjust Smart features in Gmail.

Note that previously collected data is not deleted automatically when you disconnect apps. You have to clear it yourself in Google My Activity.

What is unclear

The wording of Google's policy (that you have to opt in) and Techlicious's description (that Search can use summaries and inferences in connection with ads) are not equally detailed. The sources therefore do not make clear how much ad personalization actually takes place in practice. If you have not connected your apps to Search, the starting point according to Google's policy is that your Gmail content is not used for personalized ads.