Google to restrict available targetings on financial ads

Google today announced an update to its Personalized Ads Policy restricting targeting of certain sensitive interest categories for ads related to consumer financial products and services. This change is effective February 28, 2024.

The updated policy will prohibit advertisers from targeting ads for consumer financial products and services to audiences based on gender, age, parental status, marital status, or ZIP code. This includes ads for credit cards, loans, banking products and services, and certain financial planning and management services.

Advertisers who violate the new policy will be issued a warning, and their accounts may be suspended if they continue to violate the policy. Google will also provide advertisers with resources to help them comply with the new policy.