And there are loopholes to get around it. A simple example is when other services are automatically enabled in Gmail like "personalisation", "spam detection", "

And there are loopholes to get around it. A simple example is when other services are automatically enabled in Gmail like "personalisation", "spam detection", "priority inbox" or sorting promotional emails. All of these require scanning emails and harvesting keywords from it, for which you implicitly give permission. All this data also goes into the personal profile that Google creates for you. The ads are then served from your personal profile. So legally Google is not serving ads after "scanning your email". Why do you think you have to agree to separate terms and conditions privacy policies - Google, Gmail, Photo etc.? (This is not unique to Google. Apple also uses similar tactics - every Apple app now tells you that your data will be used for personalised ads. Services within that will have its own data collection policies "to improve service". Every bullshit "privacy" protection needs you to allow even more invasive data collection to "protect" you. And everything is "opt-in" by default (and praise the lord if you can find an "opt-out" settings at all).