You can block groups of ads that are considered "sensitive" due to the nature of the business or ad — such as Sensationalism or Significant Skin Exposure — from appearing on your network or specified inventory.
Our system classifies ads automatically, and we don't rely on advertiser-provided categorization. Our technology makes its best attempt to filter ads from the possible categories; however, we don't guarantee that it will block every related ad.
Sensitive category blocks apply to these transactions
- Open Auctions
- Private Auctions
- First Look
Learn more about transaction types.
- Sign in to Google Ad Manager.
- Click Protections Protections
- Click New protection Ad content
- Name your protection.
- From the “Inventory type” dropdown, select the medium on which you want to control the display of ads, such as Mobile app.
- The default is to apply the protection to all inventory. To target specific inventory:
- Select Only protect specified inventory, click Add targeting, select an item from the dropdown, and make your targeting selections.
- Learn more about targeting in protections.
- Under “Blocks,” click Add next to “Sensitive categories”.
- Click the box to the left of each sensitive category whose ads you want to exclude.
- The box will be red for blocked categories.
- Click Update.
- Add more protections as needed and click Save.
Available sensitive categories
The following standard sensitive categories are supported for ads in 17 languages (Arabic, Simplified Chinese, Traditional Chinese, Dutch, English, French, German, Italian, Japanese, Korean, Polish, Portuguese, Russian, Spanish, Thai, Turkish, and Vietnamese), except where noted otherwise.
Bahasa (Indonesian) is supported only for Sensationalism.
You can also expand all and press Ctrl + F (Command ⌘ + F, for Mac) to find information by keyword.
Includes consumer lending and loans. (This category is specific to Japanese and Korean.)
Includes lifts, suctions, lasers, hair removal and restoration, tattoos, and body modification.
Includes dating services and online dating communities. Also includes chat sites and apps for meeting new people in general.
Software for download which is designed to enhance the functionality of an operating system or device, whether desktop or mobile. Typical examples include anti-virus software, file converters, driver updaters, system cleaners, download managers, disk defragmenters, codecs, browser toolbars, ringtones, screensavers, wallpapers, and so on.
Includes pharmaceuticals, vitamins, supplements, and related retailers.
Includes religious ads and ads advocating for or against religious views; does not include astrology or non-denominational spirituality.
Sensationalism has limited language support. Sensationalism is not currently supported for: Arabic, Korean, Dutch, Polish, Thai, Vietnamese, Simplified Chinese or Traditional Chinese.
Sensationalism does have language support for Bahasa (Indonesian).
Includes sexual function, fertility, and birth control ads, as well as ads for products, services, and information related to STDs and abortion including clinics and medication; does not include normal pregnancy resources.
Significant skin exposure classification is not yet supported for video ads.
Includes simulated gambling games (including, without limitation, poker, slots, bingo, lotteries, sports betting, betting on races, as well as other card games and casino games) where there is no opportunity to win anything of value (such as money or prizes).
Includes video games, online games and downloadable games; does not include video game consoles.
Includes weight loss, dieting, and related products and programs; doesn't include healthy eating or general fitness ads.
Includes zodiac, horoscopes, love spells, potions, and psychic-related ads. (This category is specific to English and Portuguese).
We are always working to improve our classification quality, but cannot guarantee that each ad is classified correctly. Publishers also have the option of blocking advertiser landing page URLs directly.