Ad requirements for YouTube

Google provides translated versions of our Help Centre, though they are not meant to change the content of our policies. The English version is the official language we use to enforce our policies. To view this article in a different language, use the language dropdown at the bottom of the page.

While all ads must comply with our advertising policies, this article outlines the additional requirements that your ad assets must meet in order for your campaigns to serve on YouTube.

If your asset is restricted or suspended, you can find more information about how to fix a disapproved ad. If you disagree with our decision or have fixed your asset, you can appeal the policy decision directly from your Google Ads account (if available). Alternatively, you can dispute policy decisions using the Disapproved ads and policy questions form.

Appeals may not be available in all circumstances (e.g. certain court ordered removals). You should receive more information about your appeals options in the notification that we send to you about your content or account.

Automated content policy decision

​To ensure a good experience for the user, we may conduct automated reviews of your campaign content. This preliminary review may trigger restriction or suspension of the assets. If necessary, Google may further analyse the assets to arrive at a final decision.

Quality checks

Assets that do not meet YouTube Ads quality requirements.

Examples:

  • Assets that lack clarity, correct spelling and use of capitalisation or symbols
  • Blurred, distorted or poorly cropped images

YouTube Ads must meet the Google Ads editorial standards.

Sensitive applications

Ads for applications that fall into one of the following categories:

  • Social applications with adult content where the app contains nudity or sexual topics
  • Social applications the primary purpose of which is meeting new people
  • Social applications where the primary purpose is facilitating dating and relationships

Ads for sensitive application may be allowed if the following requirements are met:

  • The application does not have live stream features
  • The application is not a live chat with stranger application
  • The application or ad does not have racy or suggestive content

Application ads must meet the Google Ads app ads policy.

Prohibited categories

Exaggerated or inaccurate claims

Assets that contain exaggerated or false claims about a product or service or that misleads users

  • False claims related to money or overnight success (for example, ads that tell people how to get rich in a short time frame)

Examples:

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  • False or exaggerated claims related to curing diseases

Example:

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Negative events and imagery

Violent and criminal content that references graphic violence, weapons and illegal activity


Assets that include mentally-distressing, disturbing, repulsive or gross content; or scary content related to injuries, death and decay

Examples:

  • Dangerous actions that could potentially result in bodily harm or encourage imitation of the action, such as dangerous challenges
  • Dramatised or animated content that is excessively gory or realistic
  • Funerals that show people weeping, mourning or screaming

  • Videos designed to scare you intentionally or that contain footage of distressing accidents or natural disasters (enforcement applies to simulated or real content)

Allowed with limitations Allowed with limitations

  • If an ad features content containing professional media – such as movies, TV shows, and video games – the above guidelines will be evaluated according to different criteria. Any ads containing professional media should clearly indicate the source of the media so the viewer understands what they’re watching.

Improper content

Assets that focus on specific body parts or health conditions

Examples:

  • Medical or dental surgery procedures that show blood, guts, gore, bodily fluids or tooth decay
  • Emphasising body parts (for example, zooming in on belly fat)

  • Showing bodily symptoms (for example, fluids or rashes)

Assets with nudity or that include racy or sexually suggestive topics

Examples:

  • Adult content promotions where the majority of the ad is focused on nudity or sexual topics
  • Ads that promote dating using sexually-explicit imagery or language

Allowed with limitations Allowed with limitations

Examples:

  • Ads for weight loss, hair loss, skin conditions or other health conditions are allowed as long as the imagery isn’t disturbing

  • Promotion of products like swimwear or spa treatments are permitted as long as the content is not overtly sexualised

Assets that use inappropriate or offensive language

Examples:

  • Assets containing obscene or offensive language, which may offend users
  • Derogatory language that incites hatred against, promotes discrimination of or disparages an individual or group that is associated with systemic discrimination
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YouTube masthead content requirements

YouTube masthead ads are the ads that YouTube users see at the top of the YouTube homepage. This type of ad is the most prominent Google advertising placement available to advertisers. To ensure that we provide a high-quality consumer ad experience, YouTube masthead ads must comply with all Google Ads policies and YouTube ad requirements. We will review each YouTube masthead ad asset for compliance with the YouTube masthead ad content requirements listed below, which apply in addition to the Google Ads policies and YouTube ad requirements. The YouTube masthead ad content requirements may be more restrictive than the ad requirements for other platforms and surfaces, meaning disapproved YouTube masthead ad assets may continue to run on Google’s other owned and operated properties.

Prohibited categories

Elections and political content

  • Assets related to elections or politics

Gambling

  • Assets that depict or reference gambling-related content, including offline gambling, online gambling, online non-casino games and social casino games

Exception: Assets related to sports betting, provided they meet the requirements set out in the Gambling and games policy.

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