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The policy explicitly states that Google does not sell personal information and does not share personal information as the term share is defined in the CCPA, which covers disclosures for cross-context behavioral advertising purposes.
This analysis describes what YouTube 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 makes an explicit assertion about Google's data practices relative to CCPA definitions; compliance teams should evaluate this assertion in the context of the policy's other disclosures about advertising data flows, third-party service provider sharing, and partner data access to assess consistency with the CCPA's definitional framework.
The updated policy makes several material clarifications about how Google links your activity across websites and apps. It shifts from describing analytics tools in isolation to framing them as part of a broader 'ad and analytics services' ecosystem, and broadens the scope of data linking to explicitly include 'cookies and other technologies'. The policy also clarifies that data sharing occurs even in private browsing modes. Review your Google Account activity controls to understand what data is being collected and linked across services you use.
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"Google does not sell your personal information. Google also does not "share" your personal information as that term is defined in the California Consumer Privacy Act (CCPA).Excerpt from YouTube Ads's Google Privacy Policy
1. REGULATORY LANDSCAPE: This provision directly engages the CCPA as amended by the California Privacy Rights Act (CPRA), which defines sell and share with specific reference to cross-context behavioral advertising. The California Privacy Protection Agency (CPPA) and California Attorney General are the primary enforcement authorities. The assertion that Google does not share personal information as defined under the CCPA is a material compliance representation that the CPPA may evaluate in the context of Google's advertising data flows and partner data access practices. 2. GOVERNANCE EXPOSURE: Medium. The explicit non-sale and non-sharing assertion reduces certain consumer opt-out obligations under the CCPA but places a compliance burden on Google to ensure that all advertising data flows and third-party access arrangements are structured consistently with this assertion. Legal and compliance teams reviewing this provision should map the policy's descriptions of advertising data processing, partner data access, and service provider arrangements against the CCPA's definitions to assess consistency. 3. JURISDICTION FLAGS: California creates the primary heightened exposure for this provision. Other state privacy statutes with analogous sale or sharing definitions, including Virginia, Colorado, Connecticut, Texas, and the other enumerated states, may create parallel compliance considerations that are not fully addressed by the CCPA-specific assertion in this provision. 4. CONTRACT AND VENDOR IMPLICATIONS: Organizations relying on Google's CCPA non-sale assertion as part of their own vendor risk assessments should document this representation and periodically verify its continued accuracy as advertising practices and regulatory guidance evolve. Downstream B2B contracts that depend on Google's CCPA compliance posture should include representations about this assertion. 5. COMPLIANCE CONSIDERATIONS: Compliance teams should evaluate whether Google's advertising data flows, partner data arrangements, and analytics integrations are consistently structured to support the non-sharing assertion under the CCPA's definition, and monitor CPPA regulatory guidance and enforcement actions that may bear on how these definitions apply to large digital advertising platforms.
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This provision makes an explicit assertion about Google's data practices relative to CCPA definitions; compliance teams should evaluate this assertion in the context of the policy's other disclosures about advertising data flows, third-party service provider sharing, and partner data access to assess consistency with the CCPA's definitional framework.
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