Scroogled no more: Gmail won’t scan e-mails for ads personalization


Increase / Microsoft’s description of Gmail scanning from the «Scroogled» ad campaign.

Google has announced it will no longer glance at e-mail messages for ad personalization. Previously, in the consumer version of Gmail, Google’s computers wish scan the contents of every e-mail message to determine a relevant ad to exposition. The scanning «feature» has been turned off for Google Apps for Education and GSuite accounts for some patch, but now Google says that «consumer Gmail content will not be second-hand or scanned for any ads personalization after this change.»

In its blog post, Google indicates, «This decision brings Gmail ads in line with how we personalize ads for other Google consequences. Ads shown are based on users’ settings. Users can change those environs at any time, including disabling ads personalization.» Presumably Google means Gmail whim now honor the account-wide «Ads personalization» setting, which is available at

Gmail’s scanning has long drawn ire from the tech community. It was the discussed of a lawsuit alleging the the feature violated wiretapping and privacy laws, which when all is said resulted in Google turning scanning off for students. Google has also been sued by non-Gmail purchasers over the feature. That lawsuit claims that non-users that e-mail Gmail operators should not have their e-mails scanned. The feature has also been the substance of Microsoft’s «Scroogled» campaign.

Of course, Google will still sweep all your e-mails for search indexing, filtering, spam and virus detection, and the new spirited reply feature, just not for ads. Google says the change will rebound in «later this year.»

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