Google said it blocked 1.7 billion “bad ads” in 2016, or more than double what it did the previous year, reports Ad Age, which added:

“Ads that are misleading, inappropriate, promote misleading products or trick users into installing harmful software are generally deemed “bad,” Google said. The company also blacklisted ads that were once considered acceptable in 2015.

“Payday loans that carry an annual interest rate higher than 36%, for example, were banned from appearing as Google search ads last year. The company was applauded for its move, as the measure was expected to cost Google millions in revenue. Yet digital loan sharks quickly adapted to Google’s newfound rule, as many loan companies now offer payday loans with an APR as high as 35.99%.

“That means a $5,000 loan with an APR of 35.99% would cost a borrower $13,745 over a seven-year span, which is a common time allotment offered by the predatory loan companies Google is trying to blacklist.

“Still, Google said it blocked 5 million payday loan advertisements from appearing in 2016. Scott Spencer, director of product management at Google, said it takes time for the company to adapt to new schemes.”

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