Source: Search Engine Roundtable by barry@rustybrick.com (Barry Schwartz). Read the original article
TL;DR Summary of Google Ads Updates Its Call and Messaging Ads Terms
Google Ads now requires advertisers to agree to new call and messaging ad terms that allow the platform to record and monitor communications. Advertisers bear full responsibility for compliance and notifying participants about recordings. The terms exclude HIPAA-covered entities, as Google’s system is not compliant with healthcare privacy laws. Accepting these terms means advertisers must adhere to all relevant telemarketing and privacy regulations.
Optimixed’s Overview: Understanding Google Ads’ New Recording and Liability Requirements for Communication Features
Key Updates to Google Ads Communication Features
Google has introduced updated terms for call and messaging ads that impact how advertisers manage and consent to data collection. These changes emphasize transparency, compliance, and liability management for businesses using Google’s communication tools.
What Advertisers Need to Know
- Recording and Monitoring: By using click-to-call or click-to-message ads, advertisers agree that Google can record and monitor a sample of calls, texts, and chats to ensure quality and improve services.
- Advertiser Responsibility: Advertisers must inform anyone answering the calls or messages that communications may be recorded and obtain their explicit consent before using these features.
- Agency Obligations: Agencies managing ads for clients must notify clients about the recording policy and ensure clients comply with informing their teams.
- HIPAA Restrictions: Google’s recording system is not compliant with HIPAA, so healthcare providers or entities handling sensitive medical information should avoid these features or seek exemptions directly from Google.
- Legal Compliance: Advertisers must comply with all applicable telemarketing and privacy laws, such as the Telephone Consumer Protection Act (TCPA), when using these communication features.
Implications for Advertisers
These new terms place significant responsibility on advertisers to manage consent and legal compliance actively. Failure to do so could result in legal liabilities and jeopardize the use of Google Ads communication features. Businesses, especially those in regulated industries like healthcare, should carefully review these policies and consult legal counsel if necessary.
