Google Mellows Ad Terms For Maps

location based services

A change in verbiage in Google's terms of service for Google Maps allows users to opt-out of advertising that may be delivered through the service.

Either Google hasn't dispensed with its April Fool's pranks yet, or the company has embarked on a kinder, gentler approach with its products.

The latest recipient of Google goodwill, Google Maps third-party developers, will now see a change in language in the terms of service for the product. 'Googling Google' blogger Garett Rogers wrote of the before and after terms of use changes, highlighting the changes between the two.

In the "before" version, Google reserved the right to start feeding advertising into map images at any time and without notice. By virtue of complying with the terms of use, users agreed to display those ads without modification.

Not very friendly corporate-speak, but given the composition of most end-user license agreements these days, not entirely unexpected either.

The new friendly Google provides 90 days notice prior to the commencement of advertising if and when it should decide to start sending ads to Maps. Users can terminate usage of Google Maps in that 90 day window, or provide Google with notice that advertising will not be accepted.

What isn't clear is what Google's response will be to a refusal; we hope to hear back from Google about this.

The noted change in terms of service comes in the wake of the launch of Placebase's Pushpin LE online mapping service. Placebase offers a payment model that offers the Google Maps API, support options, and no advertising or branding on maps they deliver, in contrast to the basic Google Maps service.