Google is cracking down on the use of customer targeting, warning advertisers that access to the powerful targeting tool is a “privilege, not a right.”

Big picture. As privacy regulations tighten globally, Google is taking a firmer stance on how advertisers use personal data for targeting since January.

What changes. Google outlines three key areas that could trigger account suspension:

1. Consent Violations:

• Using email addresses without the user’s explicit permission
• Including users who have opted out of advertising
• Not having proper documentation of consent

2. Creative Compliance:

• No targeting of minors
• There are no personalized messages that appear to identify specific users
• Do not target users who have explicitly opted out

3. Account Consequences:

• Violations may result in immediate account suspension
• No warnings or second chances are indicated

Why do we care?. Customer targeting allows you to use customer email lists for ad targeting and opt-out purposes. The warning signals Google’s growing focus on privacy and responsible advertising practices. Failure to do so will affect targeting and possible campaign performance.

Between the lines. The focus on consent and fair use suggests that Google is preparing for a tighter privacy landscape in 2024 and beyond.

What advertisers should do:

• Audit current matching practices by customer.
• Ensure proper documentation of consent.
• Review targeting strategies for compliance.
• Include consent collection in 2025 planning.

Seen for the first time. Navah Hopkins, Brand Evangelist at Optmyzr, shared an email he received from Google LinkedIn:

Conclusion. While most advertisers who use customer targeting properly will not be affected, the warning serves as a clear signal that Google takes privacy violations seriously. Advertisers should prioritize consent collection and responsible use to maintain access to this valuable targeting tool.

What’s next. Advertisers have time to adjust their practices, but should start implementing consent collection mechanisms if they haven’t already, particularly as part of their 2025 planning.