Google announced in a blog post Wednesday that it will make it harder for political advertisers to target specific types of people starting in January. The company said buyers will only be able to tailor political ads based on gender, age, postal code, and other broad categories. Currently, buyers can use political affiliation and other information from public voter data. The policy will take effect next week in the U.K., in time for a December general election called to break a deadlock over Brexit. Google also reiterated that it won't permit ads making "demonstrably false" claims that could damage voter trust, although Google Ads vice president Scott Spencer said in the blog post that "no one can sensibly adjudicate every political claim, counterclaim, and insinuation."

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