The commercial breached the advertising code of practice because it caused distress to "a significant number" of viewers who had experienced a bee sting allergy, the ASA found.
Behavioral marketing, the practice of targeting people with advertising pitches based on their tracked online activities, has become a central way for advertisers to reach the audiences they want to reach across a splintered media landscape.
David Cooperstein, a VP and practice leader who follows the digital and online advertising space at Forrester Research, said the deal makes sense for Google.