Google Tests Machine-Learning Age Estimation Tech in U.S. to Filter Content Across Products

Google is experimenting with a machine-learning-powered age estimation tech in the US to determine the age of users and filter content across its products. The tech will consider user data from Google accounts to determine age, and if a user is under 18, they will receive an email with details on how Google products might change for them. The company will disable the timeline in Maps, stop personalized ads, and restrict age-restricted ad categories, among other measures. Users can appeal a mistaken age tagging using a photo of their ID or a selfie.

Google is experimenting with a machine-learning-powered age estimation technology in the United States to determine the age of users and filter content across its products. The tech will consider data from Google accounts, including search queries and YouTube video consumption patterns, to determine the age. If a user is identified as under 18, they will receive an email detailing how Google products might change for them.

For these users, Google will implement several safeguards:
- Disable the timeline in Maps
- Stop personalized ads
- Restrict age-restricted ad categories, such as alcohol, gambling, and high-fat and sugar food and beverages
- Bar them from accessing adult-themed apps on the Google Play Store
- Turn on digital wellbeing features on YouTube, including break reminders and "go to bed" notifications
- Prevent underage users from accessing certain kinds of content that could trigger body image issues repeatedly

Users who believe they have been incorrectly tagged as underage can appeal the decision by submitting a photo of their government ID or a selfie for verification.

This initiative follows Google's earlier announcement in February to expand age verification measures on YouTube and is part of a broader global push for age verification on tech platforms. Similar measures have been implemented by other platforms like Instagram and Roblox, and lawmakers in the US and the UK are working on regulations related to serving appropriate content to minors.

Google's approach to age assurance combines age estimation with age verification when necessary, ensuring that adults can access the information and services they need while applying the right protections for younger users.

Reference list:
[1] https://www.theverge.com/news/716154/google-ai-age-estimation-under-18
[2] https://economictimes.indiatimes.com/news/international/us/google-employee-death-benefits-google-pays-even-after-death-inside-the-most-generous-employee-death-policy-in-silicon-valley/articleshow/123020835.cms
[3] https://www.adweek.com/media/google-will-use-machine-learning-to-estimate-users-age-and-block-them-from-restricted-content-and-ads/
[4] https://techcrunch.com/2025/07/31/google-is-experimenting-with-machine-learning-powered-age-estimation-tech-in-the-u-s/