Google can now use your Gmail and Photos data for ads, if you let it

Google's new privacy policy took effect on 16 October 2026. It says Google does not show you personalized ads based on your content from Drive, Gmail or Google Photos, unless you choose to make data from these services available to other Google services that support personalized ads.

Android Authority spotted the change first on 23 October, and Decrypt covered it on 24 October. Both tie the exception to Personal Intelligence. That is a set of features where Gemini and Google Search pull information from connected apps such as your mail and photos. The policy gives its own example: you ask Search about a recent hotel booking, and it finds the booking details in an email to suggest things to do nearby.

What did not change. By default, Gmail, Drive and Photos content is not used for ad targeting, Android Authority and Decrypt report. Decrypt says advertisers do not get access to the contents of anyone's Gmail, Drive or Photos. Android Authority says Google does not share personally identifying details such as your name or email address with advertisers without your permission.

How to turn it off, following Android Authority. Open your Google Account and go to Data & privacy. Under Personalization & activity, choose Personalization settings, then Manage Personalized Recommendations in Search Services. Find Connected Content apps under Additional Personal Intelligence and disconnect Google Workspace and Google Photos. Or turn off Personalized Recommendations entirely.

One catch. Android Authority notes that disconnecting an app does not necessarily erase what Google has already saved. Data in Search Services History may remain even after you disconnect the app or delete the original email or photo.

The simple rule: an AI that knows your inbox is handy, and it can now cost you some ad privacy. Decide if the trade is worth it, and check what you have switched on.

Confirmed facts

• Google's new privacy policy took effect on 16 October 2026.^[1]
• Google does not show personalized ads based on content from Drive, Gmail or Google Photos, unless the user makes data from these services available to other Google services that support personalized ads.^[1][3]
• If a user lets services process data from other services, including for Personal Intelligence, the same data may be used to personalize their experience; for example, Search may use hotel booking details from an email.^[1]
• Android Authority spotted the change first.^[3]
• By default, Gmail, Drive and Photos content is not used for ad targeting.^[2][3]
• Advertisers do not get access to the contents of Gmail, Drive or Photos.^[3]
• Google does not share personally identifying details such as name or email address with advertisers without permission.^[2]
• You can opt out in your Google Account via Connected Content apps in Search personalized recommendations, or turn off personalized recommendations entirely.^[2][3]
• Data in Search Services History may remain after you disconnect an app.^[2][3]

Implications

• ConfirmedPeople who connected Gmail or Photos to Gemini or AI Mode in Search may see ads that take this data into account.
• ConfirmedPeople who never connected anything do not need to change anything.
• Our readingRegulators in the EU and elsewhere may look at how Google gets consent for this use of data.

Still unknown

• Which Google services use this data for ads right now.
• Whether the change works the same way in every country, including the EU.
• How many users have already connected Gmail or Photos to Personal Intelligence.

Who it affects

Global. Anyone with a Google account, especially people who use Gemini or AI Mode in Search

Sources

1. Google: Google Privacy Policy (effective October 16, 2026) October 16, 2026 · official
2. Android Authority: Google makes a privacy policy exception to use your Gmail and Photos data for ads October 23, 2026 · media
3. Decrypt: Google Quietly Updates Privacy Policy to Let Gmail and Photos Data Feed Ads October 24, 2026 · media