If you’re advertising using Google AdWords and collecting customer’s personal information on your own site (e.g. for newsletter sign up etc.) then you might be interested in some changes to Google’s AdWords Privacy Policy.

From the 17th of May (today!) they require greater transparency on your site regarding what you will do with any visitor’s personal information that you might gather whilst visiting your site.

As always recommended, get a Privacy Policy in place, and make sure you reveal what you will do with any information gathered by your website. This has always been key to meeting the terms of the Data Protection Act here in the UK, but now if you don’t do this Google could penalise you through lower AdWords quality score, which means lower positioning and/or higher cost.

For more details see: http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=46675