Google Ads · Status at source date: Newsletter archive
Google updates its Ads Terms of Service for the first time in eight years
Google has revised its Google Ads Terms of Service across the policy, payment, and liability sections, incorporating changes tied to the platform's shift toward AI-driven products. It is the first substantive update to the agreement since April 2018, and it lands alongside this year's wave of AI Max, Performance Max, and AI Mode launches.
What changed
The revisions formalise the contractual ground beneath features that now generate, match, and serve assets automatically, and they touch how advertisers are billed and where liability sits when automated systems make serving decisions. Google has not flagged any action advertisers must take; the updated terms apply upon acceptance.
Why it matters for advertisers
For you, this means it is worth having someone read the revised liability and policy clauses, since they govern AI-generated creative and automated serving rather than the manual setups the 2018 terms were written for. Particularly relevant for agencies operating under client contracts that reference the older Google Ads terms.
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Google updates its Ads Terms of Service for the first time in eight years
Google has revised its Google Ads Terms of Service across the policy, payment, and liability sections, incorporating changes tied to the platform's shift toward AI-driven products. It is the first substantive update to the agreement since April 2018, and it lands alongside this year's wave of AI Max, Performance Max, and AI Mode launches.
The revisions formalise the contractual ground beneath features that now generate, match, and serve assets automatically, and they touch how advertisers are billed and where liability sits when automated systems make serving decisions. Google has not flagged any action advertisers must take; the updated terms apply upon acceptance.
For you, this means it is worth having someone read the revised liability and policy clauses, since they govern AI-generated creative and automated serving rather than the manual setups the 2018 terms were written for. Particularly relevant for agencies operating under client contracts that reference the older Google Ads terms.
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