AdSense programme policies
All publishers are required to adhere to the following policies – so please read them carefully. If you fail to comply with these policies without permission from Google, we reserve the right to disable ad serving to your site and/or disable your AdSense account at any time. If your account is disabled, you will not be eligible for further participation in the AdSense programme.
Since we may change our policies at any time, please check here regularly for updates. In accordance with our online Terms and Conditions, it's your responsibility to keep up to date with, and adhere to, the policies posted here. Exceptions to these policies are permitted only with authorisation from Google.impressions and/or clicks artificially, including manual methods.
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Clicks on Google ads must result from genuine user interest. Any method that artificially generates clicks or impressions on your Google ads is strictly prohibited. These prohibited methods include, but are not limited to, repeated manual clicks or impressions, automated click and impression generating tools and the use of robots or deceptive software. Please note that clicking your own ads for any reason is prohibited.
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In order to ensure a good experience for users and advertisers, publishers participating in the AdSense programme may not:
- Compensate users for viewing ads or performing searches, or promise compensation to a third party for such behaviour.
- Encourage users to click the Google ads using phrases such as "click the ads", "support us", "visit these links" or other similar language.
- Direct user attention to the ads using arrows or other graphical gimmicks.
- Place misleading images alongside individual ads.
- Place ads in a floating box script.
- Format ads so that they become indistinguishable from other content on that page.
- Format site content so that it is difficult to distinguish it from ads.
- Place misleading labels above Google ad units. For instance, ads may be labelled "Sponsored Links" or "Advertisements", but not "Favourite Sites" or "Today's Top Offers".
View full content policies.
Sites with Google ads may not include or link to:
- Pornography, adult or mature content
- Violent content
- Hate speech (including content that incites hatred or promotes violence against individuals or groups based on race or ethnic origin, religion, disability, gender, age, veteran status or sexual orientation/gender identity), harassment, bullying or similar content that advocates harm against an individual or group.
- Excessive profanity
- Hacking/cracking content
- Software or other content that violates the Unwanted Software Policy
- Malware or adware
- Illicit drugs and drug paraphernalia content
- Content that promotes, sells or advertises products obtained from endangered or threatened species.
- Sales of beer or spirits
- Sales of tobacco or tobacco-related products
- Sales of prescription drugs
- Sales of weapons or ammunition (e.g. firearms, firearm components, fighting knives, stun guns)
- Sales or distribution of coursework or student essays
- Content regarding programmes which compensate users for clicking ads or offers, performing searches, surfing websites or reading emails
- Any other content that is illegal, promotes illegal activity or infringes on the legal rights of others
Publishers are also not permitted to place AdSense code on pages with content primarily in an unsupported language.
- Do not place excessive, repetitive or irrelevant keywords in the content or code of web pages.
- Avoid hidden text or hidden links.
- Avoid "doorway" pages created just for search engines or other "cookie cutter" approaches such as affiliate programmes with little or no original content.
- Do not include deceptive or manipulative content or construction to improve your site's search engine ranking (e.g. your site's PageRank).
- Create a useful, information-rich site and write pages that clearly and accurately describe your content.
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To ensure a positive experience for Internet users and Google advertisers, sites displaying Google ads may not:
- Use third-party services that generate clicks or impressions such as paid-to-click, paid-to-surf, autosurf and click-exchange programmes.
- Be promoted through unsolicited mass emails or unwanted advertisements on third-party websites.
- Display Google ads, search boxes or search results as a result of the actions of software applications such as toolbars.
- Be loaded by any software that can trigger pop-ups, redirect users to unwanted websites, modify browser settings or otherwise interfere with site navigation. It is your responsibility to ensure that no ad network or affiliate uses such methods to direct traffic to pages that contain your AdSense code.
- Receive traffic from online advertising unless the site complies with the spirit of Google's Landing Page Quality Guidelines. For instance, users should be able to find easily what your ad promises.
Publishers are permitted to make modifications to the AdSense ad code, so long as those modifications do not artificially inflate ad performance or harm advertisers. Please see Modification of the AdSense ad code for more information.ad placement policies article for more information.
View full ad placement policies.
Google ads, search boxes or search results may not be:
- Integrated into a software application (does not apply to AdMob) of any kind, including toolbars.
- Displayed in pop-ups or pop-unders.
- Placed in emails, email programmes including webmail or on pages where dynamic content (such as live chat, instant messaging or auto-refreshing comments) is the primary focus. (Does not apply to AdMob.)
- Placed in emails, email programmes or chat programmes. (Does not apply to AdMob.)
- Obscured by elements on a page.
- Placed on any non-content-based page. (Does not apply to AdSense for search, mobile AdSense for search or AdMob.)
- Placed on pages published specifically for the purpose of showing ads.
- Placed on pages whose content or URL could confuse users into thinking that they are associated with Google due to the misuse of logos, trademarks or other brand features.
- Placed on, within or alongside other Google products or services in a manner that violates the policies of that product or service.
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Google uses the DoubleClick cookie on publisher websites displaying AdSense for content ads. Subject to any applicable laws, rules and regulations, you will have the sole and exclusive right to use all data derived from your use of the DoubleClick cookie for any purpose related to your business, provided that Google may use and disclose this data subject to the terms of Google's advertising privacy policies and any applicable laws, rules and regulations.
If your current advertising services have a contract with Google or DoubleClick that already has a specific provision defining data ownership, that provision instead of this policy will govern the data collected under that contract.
You must not pass any information to Google:
- that Google could use or recognise as personally identifiable information; or
- that permanently identifies a particular device (such as a mobile phone's unique device identifier if such an identifier cannot be reset).
You must not use Google AdSense to facilitate the merging of personally identifiable information with information previously collected as non-personally identifiable information without robust notice of, and the user's prior affirmative (i.e. opt in) consent to, that merger.
For more information, please refer to Guidance for complying with the Identifying Users Policy.
You must also comply with the EU user consent policy.
You must disclose clearly any data collection, sharing and usage that takes place on any site, app or other property as a consequence of your use of any Google advertising service. To comply with this disclosure obligation with respect to Google’s use of data, you have the option to display a prominent link to How Google uses data when you use our partners’ sites or apps.
If you implement any Google advertising service on a site or section of a site that is covered by the Children's Online Privacy Protection Act (COPPA), (a) you must notify Google of those sites or sections of sites covered by COPPA using the tools found here: https://www.google.com/webmasters/tools/coppa, or the method for apps described here: https://developers.google.com/mobile-ads-sdk/docs/admob/additional-controls, and (b) you must not use interest-based advertising (including remarketing) to target: (i) past or current activity by users known by you to be under the age of 13 years or (ii) past or current activity on sites directed at users under the age of 13 years.
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In this select group of countries, publishers are allowed to monetise pages with online gambling, information about online gambling content and pages that link to gambling content. Gambling content includes: online casino games, sports betting, bingo, lotteries, tips, odds, handicapping, mahjong, educational/supplemental materials and bonus codes.
Currently, these publishers must meet Google’s stringent requirements for consideration and need to be selected and approved by the AdSense Policy Team before ads can be shown. If you're eligible, AdSense will be certain to contact you. Publishers located outside these countries aren’t permitted to place ads on content that allows any type of betting or has links to such content.
Additionally, publishers now have the opportunity to opt in to receiving gambling ads through the category filtering feature. If you don't wish to receive gambling ads on your site, no action is required on your part.
Publishers who have not been selected or approved for gambling content:
Publishers who have been selected and approved for gambling content, and are located in one of the following countries: Austria, Belgium, Canada, Denmark, Finland, France, Greece, Ireland, Italy, Israel, Norway, Peru, Portugal, Romania, Serbia, Spain, Sweden or the United Kingdom:
AdSense for content: Publishers may place up to three AdSense for content units on one web page. This includes a maximum of one 300x600 ad unit (or similar sized ad) per page. In addition to three AdSense for content ad units, publishers may also place up to three link units and two search boxes on each page. These policies apply to both desktop and high-end mobile-optimised sites.
AdSense for search: A maximum of two Google AdSense for search boxes may be placed per page. Also, a single link unit or image ad only may be placed on pages with AdSense for search results. Queries must originate from users inputting data directly into the search box and cannot be modified. This includes pre-populating the search box with terms or hard-coding direct links to search results pages. AdSense for search code may not be integrated into any software application such as a toolbar. The online AdSense for search product is limited to five (5) billion queries per account from the period from 1 July to 30 June of the following year.
- AdSense for mobile
- AdSense for video
- AdSense for Games
- Custom Search Ads - Desktop Sites
- Custom Search Ads - Mobile Sites
- Custom Search Ads - Mobile Apps
Last updated: 13 July 2015