Ad implementation policies
Ad placement policies
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Avoiding accidental clicks
Encouraging accidental clicks
Unnatural attention to ads
Placing ads under a misleading heading
Site layout that pushes content below the fold
Aligning images with ads
Formatting content to mimic ads
Distance between ads and flash games
Ensuring proper ad placement
Ads on thank you, exit, log in, or error pages
Ads on dynamic content
Ads in emails
Ads in a software application
Ads in a new window
Ads in pop-up windows
Ads on a site with pop-ups
Ads on pages behind a login
Ads on the same page or site as another publisher
Ads on a hosted site (e.g., Blogger)
Displaying a third party site on your page
Avoiding accidental clicks
Publishers are not permitted to encourage users to click on Google ads in any way. This includes implementing the ads in a way that they might be mistaken for other site content, such as a menu, navigation, or download links.
Be careful when placing links, play buttons, download buttons, navigation buttons (e.g., “Previous" or “Next"), game windows, video players, drop-down menus, or applications near ads because they might lead to accidental clicks. Even if the layout unintentionally leads to accidental clicks, publishers may still receive a violation notification.
Publishers are not permitted to bring unnecessary or unnatural attention to their Google ads. Examples of this include:
- flashy animations that draw a user’s eyes to the ads
- arrows or other symbols pointing to the ads
To ensure a safe and positive user experience, we restrict the use of ad implementations on desktop which cause the ad to appear in a “sticky” or “floating” position on the page as the user scrolls or navigates through the page. While we allow Google anchor ads on mobile web, please note that publisher-created mobile implementations are not permitted as we cannot ensure they have the same quality protections we’ve built into our product.
It's important that visitors to your site are not misled in any way and are able to easily distinguish content from Google Display ads. This policy prohibits placing ads under misleading headings such as "resources" or "helpful links". Publishers may only label Google ads with either "Advertisements" or "Sponsored Links".
Additionally, as shown below, a site's heading might be interpreted as an inappropriate ad label. Because ads in such a position might be mistaken for links or listings instead of advertisements, such an implementation is considered unacceptable. Monitor your site and its layout carefully to ensure this doesn't happen.
Publishers are not allowed to use language to lead users to click the ads, such as:
- "Feel free to click an ad."
- "Contribute to the cause by clicking an ad."
- "Help keep this site running. Check out our sponsors!"
- "We need a new server. Support us!"
Publishers may not attempt to associate specific images with the individual ads appearing on their sites. Such an implementation might confuse users who assume that the image is directly related to the advertiser's offerings and therefore is a violation of our policies.
Publishers should avoid site layouts in which the ads push content below the fold. These layouts make it hard for users to distinguish between the content and ads.
Mobile implementations: Publishers should ensure that their mobile site layouts do not cause ads to push the page content below the fold. For this reason, we don’t allow 300x250 ad units (or larger) above the fold on mobile as this layout requires the user to scroll down to view site content. To ensure a good user experience, the site content should be clear and accessible above the fold. We would therefore encourage publishers to implement smaller ad units for above the fold placements on mobile sites. See our optimization guide for the mobile Web for tips on where to place your ads.
Publishers may not implement Google ads in a manner that disguises the ads in any way. This includes formatting neighboring content to look similar to the ads. If a publisher places ads on non-Google search results pages, there must be a clear distinction between search results and ads. Review our AdSense for search policies for more information.
In the example below, the content is formatted very similarly to the ads and it's difficult to tell them apart. This implementation is not permitted.
Offering compensation or any incentive for clicks on ads is strictly prohibited.
When placing Google ads on Flash gaming sites, we strongly recommend a distance of at least 150 pixels between the ads and the the edge of a game. When users are concentrating on a Flash game and clicking frantically, invalid clicks are likely to occur. Since each game and site is unique, some games might require a greater distance based on the type of game and how it is played. For more guidelines, review AdSense for content ads on game play pages.
Ensuring proper ad placement
Advertising and other paid promotional material added to your pages should not exceed your content. Furthermore, the content you provide should add value and be the focal point for users visiting your page. For this reason, we may limit or disable ad serving on pages with little to no value and/or excessive advertising until changes are made.
Examples of unacceptable pages include but are not limited to:
- Mirroring, framing, scraping or rewriting of content from other sources without adding value;
- Pages with more advertising than publisher-provided content;
- Automatically generated content without manual review or curation;
- Hosted ad pages or pages without content;
- Pages that don’t follow our Webmaster Quality Guidelines.
Publishers are not permitted to refresh a page or an element of a page without the user requesting a refresh. This includes placing ads on pages or in placements that auto-redirect or auto-refresh. Additionally, publishers may not display the ads for a preset time (i.e., pre-roll) before users can view content such as videos, games, or downloads.
Publishers are not permitted to place ads on any non-content based pages like thank you, error, log in, or exit pages. These are pages that visitors see on a site before potentially leaving the domain or after performing a specific action on the site such as a purchase or download.
Ads that are the main focus on these types of pages can confuse a visitor into thinking that the ads are actual content, so do not place ads on such pages.
Publishers may not place Google ads on pages where dynamic content (e.g., live chats, instant messaging, auto-refreshing comments, etc.) is the primary focus of the page.
To ensure the effectiveness of Google ads for both our publishers and advertisers, publishers may not place Google ads inside email messages. In addition, publishers may not place Google ads alongside email messages when they are the primary focus of the page.
Publishers are not permitted to distribute Google ads or AdSense for search boxes through software applications including, but not limited to toolbars, browser extensions, and desktop applications. AdSense code may only be implemented on web-based pages and approved WebView technologies.
Publishers are not permitted to open Google ads in a new window or alter the result of clicking on an ad. For more information, review Opening the ads in a new window. Please note that this policy does not apply for AdSense ads served via dynamic allocation through DoubleClick for Publishers (DFP).
Publishers are not permitted to place Google ads in any window that is not initiated by a user's click. Additionally, ads may not be placed in any web browser window which lacks navigational controls, including back and forward browse buttons, and an editable URL field. AdSense ad code may also not be implemented on pages where navigational elements have been removed.
Publishers are not permitted to place Google ads on sites which have more than three pop-ups. If pop-ups are displayed on a site, they may not interfere with site navigation, change user preferences, initiate downloads, or distribute viruses.
Additionally, sites using AdSense may not be loaded by any software that triggers pop-ups, modifies browser settings, redirects users to unwanted sites, or otherwise interferes with normal site navigation. It is your responsibility to ensure that no ad network or affiliates use such methods to direct traffic to pages that contain your AdSense code.
Publishers are welcome to place Google ads on password-protected pages as long as those pages comply with our program policies. When applying for AdSense, make sure to provide us with a non-password-protected page for review.
If your pages require a login and irrelevant ads are appearing, you can help improve ad targeting by granting our crawler access to login-protected pages.
If a site is in compliance with our program policies and the company or owner of the site has given you permission to display ads on their site, you may place your ad code on the same page as the other publisher's ad code. You will, however, need to contact your web hosting company or the owner of the site to obtain permission to display ads on their site. Additionally, you will only be credited for clicks and impressions on the ad units associated with your account.
Keep in mind that every publisher is responsible for the content of a site on which their ad code is placed. If a site is found in violation of our policies, we will notify any publisher(s) whose ad code is on the site.
You are welcome to place AdSense on any page which complies with our program policies, including hosted sites. However, note that in order to use AdSense, you might need to have access to your site's HTML source code. It is also your responsibility to check with your host and determine if using AdSense is a violation of their terms of service.
When a site displays someone else's site within a frame or window, this is considered framing content. Placing Google ads on such pages is strictly prohibited.