The policy states that when ads may reach children and teens, ad personalization is disabled and sensitive ad content categories are restricted, and that all advertisers must comply with local legal requirements for advertising to users under 18.
This analysis describes what Google Ads's agreement states, permits, or reserves. It does not constitute a legal determination about enforceability. Regulatory applicability and practical outcomes may vary by jurisdiction, enforcement context, and individual circumstances. Read our methodology
This provision establishes mandatory protections for advertising directed at or likely to reach minors, including disabling personalization features and restricting sensitive content categories, in addition to requiring advertiser compliance with local age-related advertising laws.
Under these terms, ads served in contexts where children or teens may be present are subject to disabled personalization and restricted content categories, and advertisers are required to comply with all applicable local regulations on advertising to users under 18.
Cross-platform context
See how other platforms handle Ad Protections for Children and Teens and similar clauses.
Compare across platforms →"Our child and teen ads policies, along with other Google Ads policies (including but not limited to those for alcohol, gambling, and high fat, sugar, and salt food and beverages), work together to provide strong protections that include: Disabling ads personalization Restricting sensitive ad content and categories We require all our advertisers to follow local legal requirements when using our products, including any regulations on advertising to users under age 18, as well as all Google Ads policies.Excerpt from Google Ads's Advertising Policies Overview
1) REGULATORY LANDSCAPE: This provision directly engages COPPA in the US, which restricts the collection and use of personal information from children under 13 in commercial contexts, with FTC enforcement authority.
Enforcement risk, jurisdiction flags, contract triggers, and due diligence action items.
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This provision establishes mandatory protections for advertising directed at or likely to reach minors, including disabling personalization features and restricting sensitive content categories, in addition to requiring advertiser compliance with local age-related advertising laws.
Under these terms, ads served in contexts where children or teens may be present are subject to disabled personalization and restricted content categories, and advertisers are required to comply with all applicable local regulations on advertising to users under 18.
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