Google is changing its political advertising policy to restrict verified entities from running crowd-specific ads,media reported. The company says the changes could be significant because of its vast global advertising network. The latest changes make Google the latest internet giant to announce a change in its political advertising policy.
Google says it will continue to protect the integrity of its campaign and election campaigns, and will do its best to publish the most relevant and authoritative political news. At the same time, it hopes to increase voters’ confidence to convince them that political ads promoted on its platform are not misleading.
According to Google, the new policy will bring about three key changes that will greatly limit the availability of personalized ad targeting tools. The company currently offers three main ad formats: search ads, YouTube ads, and display ads.
Political advertisers will still have the ability to continue running context ads, but they will not be able to target based on age, gender, and zip code.
Google wants to clarify that it will maintain the integrity of all ads to the same standard. This means that the new deal will be more specific about what is prohibited, including obvious falsehoods such as the postponement of election day or the death of a candidate. Similarly, this restriction applies to deep fraud and anything else that could undermine voter participation or electoral trust or the democratic process.
Google is understood to be planning to start implementing the new rules in the UK in the next few weeks and globally from 6 January 2020.