Google will impose new restrictions on personalized ads related to consumer financial products and services next year, when it updates its Personalized ads policy in February. Google’s “credit in personalized ads” policy will be broadened to include “consumer finance in personalized ads.”“We’ve long had personalized ads policies that prohibit advertisers from targeting people on the basis of sensitive categories. This update strengthens our ongoing efforts to protect consumers, expanding our credit in personalized ads policy to additional consumer finance ad categories in the US and Canada,” according to a Google spokespersonWhy we care. Violations of this policy may lead to Google issuing a warning to advertisers. Google said enforcement will commence on February 28 of next year, but that it could take six weeks to ramp up to full enforcement.