Google Rolls Out Machine Learning Age Estimation to Users Under 18

Google has started rolling out a significant update in the United States: the use of machine learning to estimate the age of signed-in users. This latest move is designed to strengthen protections for people under 18 when using Google products and has important implications for advertisers, publishers, and marketers around the world.

Why Is Google Making This Change?

Protecting young people online has become a top priority for tech companies and regulators. After increasing concerns about data privacy and exposure to inappropriate advertising, Google is taking steps to reduce risks for under-18s. By leveraging machine learning, Google can now estimate a user’s age based on their online behaviour, without requiring every individual to manually verify their age.

The news also comes as the UK has recently implemented strict age verification rules as part of their Online Safety Act. As of July 2025, in order to continue visiting certain websites, users now need to prove that they are over 18 via a range of identification methods, including photo-ID matching and credit card checks.

How Does Google’s Age Estimation Work?

Google will rely on a combination of age estimation and age verification to determine whether users are over or under 18:

• Age estimation: Machine learning models analyse signals already linked to a user’s account, such as search history or the types of YouTube videos watched. These patterns help Google predict whether a user is likely under 18.
• Age verification: If the system flags a user incorrectly, they can manually update their age. This may include uploading an official document or a selfie to verify identity.

What Does This Mean for Advertisers and Publishers?

For those running ads through Google platforms such as Ad Manager, AdSense, and AdMob, the changes are significant:

• Ad personalisation is disabled: Users flagged as under 18 will not see personalised ads.
• Sensitive creative categories blocked: Certain ad types will no longer be shown to younger audiences.
• Gradual rollout: The update is being rolled out to a small group of users in the U.S. first, with plans for wider expansion later.

 Key Points for Marketers

• Brands that rely on personalised targeting for younger demographics may notice changes in reach and campaign performance.
• Advertisers in sensitive categories need to be aware of stricter limitations.
• This is part of a wider industry trend as platforms are moving toward greater responsibility in digital advertising, especially when it comes to protecting younger audiences.

Why This Matters Outside the U.S.

Although this rollout is currently limited to U.S. users, it’s looking likely that Google will expand the system around the world. For digital marketers on the Costa del Sol and across Europe, take this as a reminder of how important it is to continually monitor your campaigns and check that you’re keeping compliant.

At Peppermint, we help businesses adapt to these evolving regulations while ensuring marketing campaigns remain effective and ethical. Keeping on top of updates like these is part of how we deliver trusted, future-proof strategies for our clients.

What This Means for You and Your Business

Google’s rollout of machine learning-based age estimation marks yet another step in the tech industry’s commitment to protecting young users online. For advertisers and publishers, it means adapting strategies and keeping an eye on campaign performance as these safeguards expand further.

At Peppermint, we don’t just keep up, we help you get ahead. If you want your campaigns to stay compliant, effective, and future-proof, get in touch with our team today and let’s build a strategy that works for your business.