We'll soon start to change our in-ads notice icon to a new icon that expands to an "AdChoices" label. These notifications were developed by the online advertising industry’s Self-Regulatory Program for Online Behavioral Advertising [aboutads.info] to more proactively give users notice and choice about the ads they see. With the change from our "i" icon and "Ads by Google" label to these new notifications, we hope to show our support for this cross-industry initiative, and to increase our users' understanding about ad choices through adoption of an icon they'll see on ads across the web.