Google’s 2024 Ads Safety Report has revealed how artificial intelligence (AI) is now a frontline defense against harmful online content, blocking 5.1 billion ads, restricting 9.1 billion more, and suspending over 39 million advertiser accounts.
The crackdown comes as scams become more sophisticated, with many leveraging AI-generated content or impersonating public figures. Google’s advanced AI models, powered by Gemini, helped detect fraud faster than ever, spotting signs like stolen payment info, fake businesses, or coordinated scam networks.
In Africa, including Nigeria, the impact is especially important. Impersonation scams and misleading political ads remain a major concern. In response, Google updated its Misrepresentation Policy, deployed a team of 100+ global experts, and took down over 700,000 scam-related advertiser accounts, leading to a 90 per cent drop in reported impersonation scams.
With nearly half the world voting in 2024, Google also removed over 10 million election-related ads for failing to meet transparency rules requiring verified identities and clear sponsorship disclosures.
In his reaction, the general manager for Ads Safety at Google, Alex Rodriguez, said the numbers showed what AI can do when it’s focused on safety.
“We rolled out more than 50 AI model upgrades in 2024, helping us act faster and smarter—stopping threats before users even saw them,” Rodriguez added.
While AI handles large-scale enforcement, human reviewers now focus on complex cases. Google continues working with global regulators, industry partners, and organisations like the Global Anti-Scam Alliance to keep ahead of evolving threats.
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