Google Introduces New Controls to Limit Ads

Google is rolling out new user controls that allow users to limit the number of ads that are displayed in relation to pregnancy, childcare, dating, and weight loss. The company first introduced controls in the United States for YouTube, allowing users to show fewer gambling and alcohol ads. Since its first release, these controls have been rolled out to users globally for ads on YouTube.

The company says that the new controls are introduced based on the feedback from users asking for more ad control, particularly about sensitive topics that users want to avoid. 

The company today announced that it will extend these controls with new ad categories on YouTube and Gmail. This controls also applies to third-party websites where Google serves ads. Google said that the controls don't currently apply to search ads, but the company is working to expand its capabilities to search ads in the future.

The new control is a welcome addition that should help fix instances where certain online ads can be annoying to some users. For example, people suffering from eating disorders may find it harmful to see ads about weight loss, and people struggling to get pregnant may not want to see ads related to parenting.