Digital briefing, September 24: Google's September spam update, Instagram requirement dropped for Threads ads
Google's September 2026 spam update has rolled out, and Threads ads no longer require an Instagram account. (Compiled retrospectively on September 30.)
- Search
Google rolls out its September 2026 spam update #
According to Google's Search Status Dashboard, the September 2026 spam update started rolling out on September 24. This is the fourth spam update of 2026, following those in March, June, and August. The dashboard hasn't marked the rollout as complete yet.
What it means for your business: For sites that follow Google's spam policies, nothing usually changes. If you see a sudden traffic drop in Search Console during this period, start by reviewing your auto-generated, duplicate, or low-value pages, as well as any artificial backlinks.Source: Google Search Central — Google Search Status Dashboard — September 2026 spam update
- Advertising
Instagram account no longer required for Threads ads #
According to Meta's announcement, starting in September 2026, advertisers on Threads will no longer need matching Threads and Instagram usernames; businesses without an Instagram profile will be able to run ads directly from their Threads profile. Meta says the change is rolling out gradually and may not yet be visible to every advertiser.
What it means for your business: This opens up a new advertising path for businesses that are active on Threads but not on Instagram. If you haven't tried Threads yet, now's a good time to test it with a small budget and see what it costs in your industry.Source: Social Media Today — Threads advertisers will no longer need an Instagram account