Google will no longer scan the inboxes of free Gmail users to show them personalised adverts from AdWords.
The move was announced on Friday in a blog post, and sees the tech giant apply the same rules to free accounts that it currently has for G Suite Gmail accounts.
After the change is made, free consumer Gmail content will not be used or scanned for any ads personalisation.
Diane Greene, Google’s SVP of Google Cloud, said: “This decision brings Gmail ads in line with how we personalize ads for other Google products. Ads shown are based on users’ settings.
“Users can change those settings at any time, including disabling ads personalization. G Suite will continue to be ad free.”
Despite this, Google is still planning to show ads in the free version of Gmail, it will just target them in the same way it does on other Google services, rather than scanning inboxes to help personalise the ads.
According to the company, this change will be made later this year.
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