Google plans to toughen the rules for political ads, the company said in a statement.

The company will no longer allow political advertisers to target voters based on their political affiliation.

“While we've never offered granular microtargeting of election ads, we believe there’s more we can do to further promote increased visibility of election ads. That’s why we’re limiting election ads audience targeting to the following general categories: age, gender, and general location (postal code level),” Google said.

The new approach will come into effect in the UK within a week ahead of the General Election, in the EU by the end of the year, and in the rest of the world starting on January 6, 2020.

“We are clarifying our ads policies and adding examples to show how our policies prohibit things like “deep fakes” (doctored and manipulated media), misleading claims about the census process, and ads or destinations making demonstrably false claims that could significantly undermine participation or trust in an electoral or democratic process,” Google said.

The company said they already offered election advertising transparency in India, in the EU, and for federal U.S. election ads.