Exclusive-Google aims to improve spotty enforcement of children's ads policy

FILE PHOTO: A sign is pictured outside a Google office near the company's headquarters in Mountain View, California, U.S., May 8, 2019. REUTERS/Paresh Dave//File Photo

(Reuters) - Alphabet Inc's Google said this week it would immediately improve enforcement of an age-sensitive ad policy after Reuters found ads for sex toys, liquor and high-risk investments in its search engine that should have been blocked under its efforts to comply with UK regulations.

Britain started enforcing regulations last September aimed at protecting children from being tracked online. Google in response began modifying settings across its services in Europe and elsewhere for users younger than 18 years. Among the measures it had touted in August was "expanding safeguards to prevent age-sensitive ad categories from being shown to teens."