Google LSA terms of service change: Difference between revisions

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[[Google]] changed the terms of service for their ''''L'''ocal '''S'''ervices '''A'''ds' program in the US and Canada. These changes allow Google to collect and analyze phone calls and chat messages between businesses and customers who got in contact via an advertisement.

[[Google]] changed the terms of service for their ''''L'''ocal '''S'''ervices '''A'''ds' program in the US and Canada. These changes allow Google to collect and analyze '''phone calls''' and '''chat messages''' between businesses and customers who got in contact via an advertisement.<ref name=":0">{{Cite web |date= |title=Google Local Services Ads Additional Terms for Providers |url=https://support.google.com/localservices/answer/7501778?hl=en |url-status=live |website=Support Google}}</ref>

==Background==

'''LSA''' is a program designed for businesses to advertise their services in the Google search-engine as well as Google Maps. Once a business signs up it will go through a verification process where the necessary licenses, certificates and insurance documents are verified by Google. Following this step, a business may receive a verification check-mark and can officially start an ad-campaign.

If an ad-campaign is started, the respective business will appear higher in Google search results and be marked with the word 'sponsored'. This leads to in an increased reach and may attract more customers.

If an ad-campaign is started, the respective business will appear higher in Google search results and be marked with the word 'sponsored'. This leads to in an increased reach and may attract more customers.<ref>{{Cite web |title=Getting started with Local Services Ads |url=https://support.google.com/localservices/answer/6224841?co=GENIE.CountryCode%3DUS&sjid=2416158513707060248-NA |url-status=live |website=Support Google}}</ref><ref>{{Cite web |title=Local Services Ads |url=https://business.google.com/us/ad-solutions/local-service-ads/ |url-status=live |website=Business Google}}</ref>

==Changes to the Terms of Service of the '''LSA''' Program (US & Canada)==

As of June 2025, Google requires participating companies to comply with their new terms of service in order to continue advertising via LSA.

One of the most notable additions to the TOS include the right for Google to collect and analyze different types of data from phone calls and text-based conversations between the business and the customer which are for example initialized through the click on an LSA advertisement. (This data collection may also ~~be the case with~~ other methods of contacting a business through Google)

One of the most notable additions to the TOS include the right for Google to collect and analyze different types of data from '''phone calls''' and '''text-based conversations''' between the business and the customer which are for example initialized through the click on an LSA advertisement. (This data collection may also occur when other methods of contacting a business through Google are used)

According to Google, data collection '''includes but is not limited to''' photos, service descriptions, special offers, pricing information and discounts.

According to Google, data collection '''includes but is not limited to''' photos, service descriptions, special offers, pricing information and discounts. <ref name=":0" />

==How it Affects Consumers and Businesses ==

==How it Affects Consumers and Businesses==

These changes affect the privacy of businesses and consumers alike due to the fact, that is ambiguous what exact data is collected, when it is collected and how it's used by Google. Many fear, that data collection might go far beyond what is stated in the TOS and that this data won't just be used to improve Googles algorithms, but also to expand the hidden profiles of Google users with highly sensitive information.

Many businesses in sectors which require confidentiality such as lawyer services, insurance agencies and medical service providers can, in theory, not be part of the LSA program anymore. The reason for this is that the LSA program undermines this exact confidentiality. Since the only options are either to agree to the new TOS or stop using the service entirely, businesses of these sectors will be at a disadvantage.

Many businesses in sectors which require confidentiality such as lawyer services, insurance agencies and medical service providers can, in theory, not be part of the LSA program anymore. The reason for this is that the LSA program undermines this exact confidentiality. Since the only options are either to agree to the new TOS or stop using the service entirely, businesses of these sectors will be left at a disadvantage.

==References==

{{reflist}}Articles:

~~{{Ph~~-I-~~ConR}}~~

https://forwardpush.com/blog/google-quietly-claims-ownership-of-your-law-firms-lsa-call-data/ (law-industry marketing)

https://lawfirmmarketingpros.com/what-lawyers-need-to-know-about-the-new-google-local-service-ads-policy/ (law-industry marketing)

==~~References==~~

https://searchengineland.com/google-asset-ownership-local-services-ads-454561 (search marketing industry)

~~{{reflist}}~~

Google:

LSA program:

https://business.google.com/us/ad-solutions/local-service-ads/

In-depth LSA program:

https://support.google.com/localservices/answer/6224841?co=GENIE.CountryCode%3DUS&sjid=2416158513707060248-NA

TOS changes:

https://support.google.com/localservices/answer/7501778?hl=en<nowiki/>{{Ph-I-C}}

@@ Line 1: / Line 1: @@
-[[Google]] changed the terms of service for their  ''''L'''ocal '''S'''ervices '''A'''ds' program in the US and Canada. These changes allow Google to collect and analyze phone calls and chat messages between businesses and customers who got in contact via an advertisement.
+{{StubNotice}}
+[[Google]] changed the terms of service for their  ''''L'''ocal '''S'''ervices '''A'''ds' program in the US and Canada. These changes allow Google to collect and analyze '''phone calls''' and '''chat messages''' between businesses and customers who got in contact via an advertisement.<ref name=":0">{{Cite web |date= |title=Google Local Services Ads Additional Terms for Providers |url=https://support.google.com/localservices/answer/7501778?hl=en |url-status=live |website=Support Google}}</ref>
 ==Background==
 '''LSA''' is a program designed for businesses to advertise their services in the Google search-engine as well as Google Maps. Once a business signs up it will go through a verification process where the necessary licenses, certificates and insurance documents are verified by Google. Following this step, a business may receive a verification check-mark and can officially start an ad-campaign.
-If an ad-campaign is started, the respective business will appear higher in Google search results and be marked with the word 'sponsored'. This leads to in an increased reach and may attract more customers.
+If an ad-campaign is started, the respective business will appear higher in Google search results and be marked with the word 'sponsored'. This leads to in an increased reach and may attract more customers.<ref>{{Cite web |title=Getting started with Local Services Ads |url=https://support.google.com/localservices/answer/6224841?co=GENIE.CountryCode%3DUS&sjid=2416158513707060248-NA |url-status=live |website=Support Google}}</ref><ref>{{Cite web |title=Local Services Ads |url=https://business.google.com/us/ad-solutions/local-service-ads/ |url-status=live |website=Business Google}}</ref>
 ==Changes to the Terms of Service of the '''LSA''' Program (US & Canada)==
 As of June 2025, Google requires participating companies to comply with their new terms of service in order to continue advertising via LSA.
-One of the most notable additions to the TOS include the right for Google to collect and analyze different types of data from phone calls and text-based conversations between the business and the customer which are for example initialized through the click on an LSA advertisement. (This data collection may also be the case with other methods of contacting a business through Google)
+One of the most notable additions to the TOS include the right for Google to collect and analyze different types of data from '''phone calls''' and '''text-based conversations''' between the business and the customer which are for example initialized through the click on an LSA advertisement. (This data collection may also occur when other methods of contacting a business through Google are used)
-According to Google, data collection '''includes but is not limited to''' photos, service descriptions, special offers, pricing information and discounts.
+According to Google, data collection '''includes but is not limited to''' photos, service descriptions, special offers, pricing information and discounts. <ref name=":0" />
-==How it Affects Consumers and Businesses ==
+==How it Affects Consumers and Businesses==
 These changes affect the privacy of businesses and consumers alike due to the fact, that is ambiguous what exact data is collected, when it is collected and how it's used by Google. Many fear, that data collection might go far beyond what is stated in the TOS and that this data won't just be used to improve Googles algorithms, but also to expand the hidden profiles of Google users with highly sensitive information.
-Many businesses in sectors which require confidentiality such as lawyer services, insurance agencies and medical service providers can, in theory, not be part of the LSA program anymore. The reason for this is that the LSA program undermines this exact confidentiality. Since the only options are either to agree to the new TOS or stop using the service entirely, businesses of these sectors will be at a disadvantage.
+Many businesses in sectors which require confidentiality such as lawyer services, insurance agencies and medical service providers can, in theory, not be part of the LSA program anymore. The reason for this is that the LSA program undermines this exact confidentiality. Since the only options are either to agree to the new TOS or stop using the service entirely, businesses of these sectors will be left at a disadvantage.
+==References==
+{{reflist}}Articles:
-{{Ph-I-ConR}}
+https://forwardpush.com/blog/google-quietly-claims-ownership-of-your-law-firms-lsa-call-data/ (law-industry marketing)
+https://lawfirmmarketingpros.com/what-lawyers-need-to-know-about-the-new-google-local-service-ads-policy/ (law-industry marketing)
-==References==
+https://searchengineland.com/google-asset-ownership-local-services-ads-454561 (search marketing industry)
-{{reflist}}
+Google:
+LSA program:
+https://business.google.com/us/ad-solutions/local-service-ads/
+In-depth LSA program:
+https://support.google.com/localservices/answer/6224841?co=GENIE.CountryCode%3DUS&sjid=2416158513707060248-NA
+TOS changes:
-{{Ph-I-C}}
+https://support.google.com/localservices/answer/7501778?hl=en<nowiki/>{{Ph-I-C}}