Software, Technology

How-to: Opt-out of Google Personalised Ads

Google Policies and PrinciplesHow do I opt out of interest-based advertising?

In a previous post, we explained a little of the “interest-based advertising” model now used by the likes of Google and other on-line advertising companies. Remember Google makes its vast fortune from advertising, the services such as email and search are cost centres that only exist in order to pull you in to look at the ads!

To cease the interest-based advertising in web browsers, you can click the “Opt out” button on the Ads Preferences Manager. When you are accessing the web through a browser, Google also offers a number of options to permanently save your opt-out settings in that browser. After you opt out, Google will not collect interest category information and you will not receive interest-based ads via Google when accessing the web through a browser.

Using the “Opt out” under “Ads on Search and Gmail,”  click the “Opt out” button to stop the targeted ads in Gmail and Google search results. To stop targeted Google ads elsewhere on the web, click the “Ads on the web” link and follow the same procedure.


  • You will still see the same number of ads as before, and Google may still show relevant ads based on the content of a web page, or other non-personal information. For example, if you visit a gardening site, Google can determine the content of the site and may automatically show ads related to gardening to all visitors without using a cookie.
  • Additionally, ads on Google search or on the sites of AdSense search partners may still be based on the search terms you enter.
  • Opting out of “personalised” searches doesn’t mean Google won’t show you ads for travel sites if you search for “London hotels” on Google, or if you chat about hotels in a single Gmail message.
  • Google will only base its ad choices on individual searches and messages, and not a string a searches or all the messages in your Gmail inbox. Thusfar!

It’s now up to you to take control of your on-line presence and decide how happy you are to be the product that Google and the other advertising companies serve up to the advertisers. RC

About Robin Catling

Writer; performer; project manager; sports coach; all-round eccentric.


3 thoughts on “How-to: Opt-out of Google Personalised Ads

  1. Reblogged this on txwikinger's blog and commented:
    Add your thoughts here… (optional)

    Posted by txwikinger | April 21, 2012, 4:17 am
  2. It definitely looks good to me.

    Posted by V. Glubruplen | April 28, 2012, 11:45 pm
  3. wow, it’s astonishing how relevant this article is. this is refreshing to see. thanks

    Posted by Cicero Rapoza | July 8, 2012, 8:46 pm

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