What is Google actually aiming for with updated Terms of Services? The clear cut answer to this question is to stop growing Facebook ads. Yes, Google's new Shared Endorsements feature is a direct attack on Facebook adds. Google ads will display your (Google services users) name and image to endorse the product or business on basis of reviews, comments, +1s, follows or stars you gave to that brand or business.
Google will give you an option of Shared Endorsements setting through which you can change your name and image. Search giant is not going to change any thing in its Google+ environment. Google+ will still remain an ad free place. Instead it will use your profile name and photo directly in its product ads with your relevant comment. This will make Google Ads more personalized.
Google has explained three things in its updated TOS. First it explains that how it will use your Profile name and photo in Google products including reviews, advertising and other commercial contexts. Secondly, it asks user to use mobile devices safely like do not use Google services when you are driving or doing anything similar that needs full attention. Thirdly, it asks users not to share their passwords to remain safe and secure. Always keep your password confidential.