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Sensitive ad categories

Sensitive ad categories are divided into standard sensitive categories and restricted sensitive categories.

Depending on your country, you might not see all of the categories listed below on your "Sensitive categories" page. For example, if gambling is not permitted in your country, the Gambling opt-in sensitive category is not available.

Standard sensitive categories

Standard sensitive categories are allowed by default. To prevent ads from any of these categories from showing on your pages, click the Block button corresponding to the category.

View full list of standard sensitive ad categories
Birth control Includes birth control ads as well as ads for products, services & information relating to STDs including clinics and medication; does not include normal pregnancy resources or abortion services. Note that only visitors from your country will see birth control ads on your pages, and they'll only see those permitted by law. In some countries this is the only standard sensitive category available.
Black Magic, Astrology & Esoteric Includes zodiac, horoscopes, love spells, potions, and psychic-related ads. (This category is specific to English and Portuguese).
Cosmetic Procedures & Body Modification Includes lifts, suctions, lasers, hair removal and restoration, tattoos, and body modification.
Consumer Loans Includes consumer lending and loans. (This category is specific to Japanese and Korean.)
Dating Includes dating services and online dating communities.
Drugs & Supplements Includes pharmaceuticals, vitamins, supplements, and related retailers; does not include resources providing information about drugs.
Free Gifts, Quiz, Survey Includes sites promoting free gifts, quizzes and surveys. (This category is specific to Japanese.)
Get Rich Quick Schemes promising fast earning.
Jouhoushouzai (Misleading Claims and Penny Auctions) Includes sites promoting misleading results and exaggerated claims. (This category is specific to Japanese.)
Politics Includes ads for political campaigns or candidates, ads addressing controversial social issues, ads referencing well-known politicians, and ads touching on events widely perceived to be political in nature, such as elections, protests, terrorist attacks, wars and conflicts.
References to Sex & Sexuality Includes ads that are sexually suggestive, ads relating to sexual and reproductive health and ads that refer to sex and sexuality.
Religion Includes religious ads and ads advocating for or against religious views; does not include astrology or non-denominational spirituality.
Ringtones & Downloadables 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.
Sexual & Reproductive Health Includes sexual function, fertility and birth control ads as well as ads for products, services, and information related to STDs including clinics and medication; does not include normal pregnancy resources or abortion services.
Social Casino Games 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).

*Around March 2015, we started supporting ads for social casino games as part of a beta program we’re running. For more information, see Social Casino Games beta program.

Video Games (Casual & Online) Includes video games, online games and downloadable games; does not include video game consoles.
Weight Loss Includes weight loss, dieting, and related products and programs; doesn't include healthy eating or general fitness ads.
Note that some sensitive ad categories and general ad categories overlap. This means that we may classify an ad in both a sensitive category and a general category. For example, a dating ad could have the sensitive category label "Dating" and also the general category label "Family & Community > Romance & Relationships". In such a case, blocking either category will prevent the ad from serving.

Restricted sensitive categories

Restricted sensitive categories are blocked by default. Ads in this category were previously categorized as non-family safe and were not allowed on pages managed by AdSense. If you don’t mind ads from these categories showing on your pages, click the Allow button corresponding to the category.

View full list of restricted sensitive ad categories
  • Gambling & Betting (18+): Includes online gambling and location-based gambling. Please note that these ads will only be shown to users in regions where gambling is legal. Additionally, due to local laws, we strongly recommend that publishers do not opt in to receiving gambling ads if their primary site audience is intended for individuals under 18 years of age (e.g., kids' game sites, high school education sites). A full list of these restrictions can be found here.
  • Alcohol: Includes online sale of alcoholic beverages and brand or informational advertising for alcoholic beverages. Some countries have restrictions on the types of alcohol-related ads that are allowed and will only show permitted ad types. A full list of these restrictions can be found in the AdWords Alcohol policy.

    We strongly recommend that publishers do not opt-in to receiving alcohol ads if their primary site audience is intended for individuals under 18 years of age or if their site contains content where an association with alcohol would be inappropriate (for example, a site about recovering from addiction or pregnancy websites). Additionally, see the following for country-specific restrictions on alcohol advertising:

    AdSense publishers:

    Only AdSense publishers in the following countries can opt-in to receiving alcohol ads:

    • Australia
    • Brazil
    • Canada
    • Israel
    • Japan
    • Mexico
    • Philippines
    • Singapore
    • United States
    • Uruguay
    YouTube Partners: Only YouTube partners in countries where alcohol advertising is allowed can opt-in to receiving alcohol ads. See the YouTube Alcohol advertising policy for more information.

Our system classifies ads automatically and we don't rely on advertiser-provided categorization. Our technology will make its best attempt to filter ads from the categories above; however, we don't guarantee that it will block every related ad. If you see that an undesired ad has been displayed, please block that ad by URL or by advertiser using the Ad review center.

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