On July 1, 2026, Google Ads updated its Terms of Service across all accounts globally - including all accounts running campaigns in the Polish market. No re-acceptance was required. Every Google Ads account automatically operates under the revised terms from July 1 onward.
For advertisers in Poland, the July 1 update includes not only the global AI automation and data usage changes but also regional additions: updated arbitration language for EU-jurisdiction accounts and new references to regulatory operating fees that may apply to ads served in certain EU markets, including Poland.
Three Global Changes That Affect Polish-Market Accounts
1. Explicit AI Automation Authority
Google now has contractual authorization to format, select, and generate ads, targets, and destinations using automated systems. For Polish-market campaigns using AI-powered features - Responsive Search Ads, Performance Max, Smart Bidding - this formalizes existing behavior without operational changes.
2. How Your Data Can Be Used
Information and URLs you enter into Google Ads AI tools and conversational features can be used across other Google Ads features to improve performance. For Polish advertisers using Google's AI-powered campaign creation or asset generation tools, inputs you provide - including Polish-language content and Polish-market URLs - are now explicitly in scope for cross-feature use.
3. Advertiser Responsibility Unchanged
You remain responsible for reviewing and approving AI-generated content in your campaigns. This applies regardless of the language or market of your campaigns - Polish-language AI-generated headlines and descriptions in your accounts remain your responsibility to review and approve.
EU-Specific Addition: Regulatory Operating Fees
The July 1 update includes new language about regulatory operating fees that may apply in certain jurisdictions. For advertisers running campaigns in Poland, this relates to EU Digital Markets Act and related regulatory frameworks. Review whether any fee implications apply to your specific account configuration in Google's updated terms.
Practical Steps for Polish-Market Advertisers
Review AI-generated assets in Polish: Go to Campaigns > Assets > Automatically Created. Verify that automatically generated Polish-language headlines and descriptions are linguistically accurate and brand-appropriate.
Check URL access settings: Confirm which Google features have crawl access to your Polish-language site URLs. Restrict access to pages you do not want included in automated campaign setup.
Note the July 13 creative labeling requirement: Display and YouTube ads with AI-generated visual or text elements require disclosure labeling from July 13. This applies equally to Polish-market display campaigns.
Frequently Asked Questions
Are there additional EU-specific obligations in the new terms for Polish advertisers?
The July 1 update includes updated arbitration language for EU accounts and references to regulatory fees that may apply in certain EU markets. Polish advertisers should review the updated terms directly to confirm any EU-specific obligations that apply to their accounts.
Does this affect how Google uses Polish-language content I enter into AI tools?
Yes. Polish-language content and URLs you enter into Google Ads AI features are now explicitly within Google's authorized scope for cross-feature use to improve campaign performance.
Do I need to re-sign any contracts with Google for the Polish market?
No. The July 1 update applied automatically. No re-acceptance or re-signing is required.
Related: DSA to AI Max migration delay to February 2027 - guide for Polish-market advertisers: /en-pl/blog/google-ads-dsa-ai-max-migration-february-2027/
