Google overhauls policies after YouTube uproar

Google is giving marketers more control over their online ads after a slew of brands halted spending in the U.K. over concerns about offensive content.

The Alphabet Inc. unit also expanded its definition of hate speech under its advertising policy to include vulnerable groups, which includes those discriminated against because of their identify, socioeconomic class or country of origin.

The new policies apply to the YouTube online video service and Google's expansive network that serves ads across the web.

'We know advertisers don't want their ads next to content that doesn't align with their values. So starting today, we're taking a tougher stance on hateful, offensive and derogatory content,” Philipp Schindler, Google's chief business officer, wrote in a blog announcing the changes late Monday night.

The moves are aimed at rebutting criticism the search giant has not done enough to curb hate speech online, but they also thrust Google further into a heated public debate over censorship and political ideologies.

The new policies mark a sharp turn for Google, which has historically largely hewed to its position as a neutral host of outside sources of online content. However, as the company has grabbed a greater share of digital advertising - and bids for more television ad dollars - criticism of its stance has grown.

This came to a head in recent days after the London-based Times newspaper reported ads from marquee brands in the U.K. were running with videos that promoted terrorism or anti-Semitism. Several marketers pulled their ads from Google properties in the country in response.