Google has intensified its commitment to enhancing online safety, recently announcing its amplified efforts, bolstered by artificial intelligence (AI), to combat malicious and deceptive online advertisements.
In 2023, Google achieved a significant milestone by removing and blocking over 5.5 billion “bad” ads, a substantial increase from the previous year. This initiative was propelled by the implementation of generative AI, which streamlined safety enforcement by refining the detection of malicious ads before they reach internet users.
Among the key strategies employed by Google were:
- Restricting Unfamiliar Advertisers: Google rolled out its Limited Ads Serving policy in November 2023, aimed at shielding users by restricting the exposure of ads from “unfamiliar” advertisers. This policy includes a probationary period for advertisers lacking a proven track record, during which their ad impressions may be limited, particularly if the relationship between the advertiser and the referenced brand is unclear.
- Adapting to Emerging Trends: Responding swiftly to a surge in fraudulent ads featuring public figures, often utilizing deepfake technology, Google established a dedicated team to address the issue. By identifying behavioral patterns of malicious actors, Google refined its automated enforcement models to detect and remove similar deceptive ads promptly. Additionally, the company updated its misrepresentation policy to expedite the suspension of offending accounts.
- Combatting Synthetic Content in Election Ads: Google led the charge in 2023 by introducing new disclosure requirements for election ads containing synthetic content. It also maintained strict enforcement of policies against misleading claims in election-related advertisements.
- Introducing the Ads Transparency Center: Google launched the Ads Transparency Center, a comprehensive repository of ads from verified advertisers, enabling users to easily access information about ads across Search, YouTube, and Display platforms.
- Enhancing Customization and Optimization Features: Google enhanced its suitability controls, facilitating advertisers in swiftly excluding undesirable topics across YouTube and Display inventory. In total, Google implemented 31 updates to its Ads and Publisher policies, offering advertisers greater flexibility and control.
Looking ahead to 2024, Google is poised to build upon the momentum of its 2023 achievements and leverage advancements in AI to further bolster online safety measures.
For a detailed overview, access the full 2023 Ads Safety Report here.
Google has also promoted online safety for kids.
Stay informed and protected online by reading more about Google’s efforts to enhance online safety. Discover the latest advancements and insights in the full 2023 Ads Safety Report.
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