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
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
- 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
- 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
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)
- 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
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)
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
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
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.
