Personalized Advertising & Remarketing Rules

Personalized advertising — remarketing to past visitors, custom audiences — carries additional data-collection and use rules beyond standard ad targeting. A core restriction: you can't build or target an audience based on sensitive categories, like health conditions, sexual orientation, or similarly personal traits.

Any business running remarketing lists is subject to this, not just larger advertisers with sophisticated targeting. If an audience segment is built around a sensitive personal category, even with good intentions, it can violate this policy and get the audience or campaign restricted.

Is my remarketing audience allowed under Google's personalized ads rules?

Ask datanephew to check how your remarketing audiences are defined. If any are built around a sensitive personal category rather than behavior (like past site visits or purchases), that's the part worth reviewing.