Google has revised its Google Ads Terms of Service (TOS), updating policies related to account management, payments, and liabilities. These revisions include new provisions concerning AI features in Google Ads and other important updates. It’s noteworthy that the last modification of these terms was approximately eight years ago, back in April 2018.
Advertisers received notifications stating that the updated TOS will impact their Google Ads accounts linked to their email addresses. These changes are specific to Google Ads and do not alter the terms of use for other Google services such as Google Workspace or Cloud Identity.
Key aspects of the new terms include:
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Enhanced Use of Input Data: Clarifications on how user inputs—like URLs and information entered into conversational tools—may be used across different Google Ads features to optimize campaign results. This also involves permissions related to URLs or accounts authorized for Google to access and crawl during automated campaign setup processes.
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User Responsibilities: Reinforcement that advertisers must ensure they have the rights to all input data used in campaigns. Additionally, advertisers are responsible for reviewing, approving, or removing any campaigns or assets generated automatically by Google’s features.
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Dispute Resolution Updates: Significant revisions have been made to arbitration procedures. The process now follows U.S.-based rules (American Arbitration Association) instead of international guidelines. Dispute arbitration can now occur at a local county level rather than in Santa Clara County. Moreover, a 30-day window is provided to opt out of arbitration if desired, through an online form. Small claims court is also now an accessible avenue for minor disputes, and batch arbitration rules have been introduced to streamline handling multiple similar claims simultaneously.
Other notable changes:
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Automation Liability: All automated features are now the default, and responsibility for any ads, targeting, or landing pages created or altered by Google’s automation tools falls squarely on the advertiser, with no option to opt out.
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Data Privacy: Data privacy terms have been expanded to apply globally, removing references specific to the EU and explicitly prohibiting Google from unilaterally changing these data terms.
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Fees & Discretion: Advertisers may be required to pay additional charges mandated by local regulations. Additionally, Google retains full discretion over issuing ad credits.
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Support & Enforcement: The previous backup cancellation email address has been removed. All cancellations or account issues now require actions through the account portal or designated representatives.
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Whistleblower Rights: A new clause allows either party to report legal violations to authorities without breaching confidentiality obligations.
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Liability Limits: The liability cap has been narrowed to pertain only to the specific account involved in a dispute, rather than an advertiser’s entire spend.
Detailed comparisons and discussions about these updates are available on various professional forums.