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Google to stop scanning inbox of Gmail users for targeted ads after privacy worries raised

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FILE - This March 23, 2010, file photo shows the Google logo at the Google headquarters in Brussels. Google is going to stop reading your Gmail in search of opportunities to sell ads. The change announced Friday, June 23, 2017 will end a practice that Google has embraced since the company introduced Gmail in 2004, even though it raised concerns among privacy watchdogs and creeped out some users.(AP Photo/Virginia Mayo, File)

Google said on Friday it would stop scanning the contents of Gmail users’ inboxes for ad targeting, moving to end a practise that has fueled privacy concerns since the free email service was launched.

A Google statement said Gmail users would still see “personalised” ads and marketing messages but these would be based on other data, which may include search queries or browsing habits.

Google Cloud senior vice president Diane Greene said in a blog that the free Gmail service would now follow the same practises as its corporate G Suite Gmail.

“Consumer Gmail content will not be used or scanned for any ads personalization after this change,” Greene said. “This decision brings Gmail ads in line with how we personalise ads for other Google products. Ads shown are based on users’ settings. Users can change those settings at any time, including disabling ads personalization.”

Privacy activists have long complained that the scanning of email contents amounts to unwarranted “eavesdropping” on users.

An interactive homepage doodle of the company. Photo: Google
An interactive homepage doodle of the company. Photo: Google
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