Nowadays, the need to use a certain term to refer to something can be easily criticised in one way or another. This call to change certain words that have been used for years has been rapidly increasing and affecting today's society. One example of this situation happened with one Google advertiser, upon whom Google enforced the rule to not use the terms "plus size" and "curvy" on their ads.

Just this week, it has been reported that the tech giant has rejected a Gmail ad from a clothing company because it was targeted at people whose Gmail correspondence or subject contained the words "plus size" and "curvy". The terms are known to have been widely used in the clothing industry for years now.

The report contains quotes from ad agency WordStream, which had one of its client's ad rejected by said search engine company. The message that was posted on Thursday had been deleted but not before screenshots of the post were taken and had spread online. The post talked about the ad's rejection, saying that the tech giant wrote to them informing them that the ad was rejected due to the company's "body-type and personality-type targeting" rules.

WordStream's Elisa Gabbert said that such policy disadvantages "plus-size advertisers." Appealing to a certain audience requires them to use specific terms rather than the standard terms used for their straight-size counterparts; therefore, by banning ads with these specific terms, their clients' ads may not be as effective if the rules that Google insists upon them are followed.

A Google spokesperson replied to the post and released a statement saying that the company has very specific policies on the types of ads they allow in their Gmail service. The email that the company's team has sent was poorly worded, and they have now made changes to fix this issue and are now moving forward.

Meanwhile, the specific retailer whose ad was banned has been revealed through screenshots and is found out to be Ashley Stewart. The retailer has been contacted regarding the issue to air its side of the story, but calls were not returned and a statement has not been given. As of now, Ashley Stewart has remained quiet about the whole incident.