About enforcement procedures for repeat violations

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To help ensure a safe and positive experience for users, Google requires that advertisers comply with Google Ads policies. We take repeat violations of our policies seriously and take action against advertisers for non-compliance.

Strikes are issued to your Google Ads account when you repeatedly violate certain Google Ads policies. Note that no strikes are issued for the first policy violation. You'll be able to receive a maximum of three strikes, and the penalties applied with each strike will progressively increase. Temporary account holds will be applied for the first and second strikes (for three and seven days respectively), while the third strike will result in an account suspension. 

This strike-based system applies to the following policies: Enabling dishonest behaviour, Unapproved substances, Guns, gun parts and related products, Explosives, Other Weapons, Tobacco, Compensated sexual acts, Mail-order brides, Clickbait, Misleading ad design, Bail bond services, Call directories, forwarding and recording services, Credit repair services, Binary options and Personal loans.

What happens if you get a strike

A strike is issued to your Google Ads account via an email and an in-account notification when your assets or ads violate a Google Ads policy multiple times.  An account can receive a maximum of one warning and three strikes per policy violation.

Warning

We understand that mistakes happen and you don't mean to violate our policies – that's why the first violation is only a warning. Note that you’ll only be warned once through an email notification. The next time that your ads violate a Google Ads policy, you'll get a strike. If you think that we've made a mistake, you can appeal the disapproved ads.

First strike

You'll earn your first strike when we detect that you have continued to violate a specific Google Ads policy, even after receiving an initial warning.

Your account will be in a temporary hold state for three days when you receive the first strike. If you take no action to either acknowledge or appeal the strike, your account will continue to remain on hold. See more information in the 'What to do if you get a strike' section. 

Accounts in a temporary hold state can't run any ads. Advertisers can, however, still access their accounts and all associated reports. Find out more about temporary account hold. 

Second strike

You'll receive a second strike if you violate the same policy again within 90 days of the first strike. It will serve as the last and final notice for you to remove all policy violating assets or ads in your Google Ads account to avoid being suspended.

Your account will be in a temporary hold state for seven days upon receiving the second strike. If you take no action to either acknowledge or appeal the strike, your account will continue to remain on hold. See more information in the 'What to do if you get a strike' section.

Accounts in a temporary hold state can't run any ads. Advertisers can, however, still access their accounts and all associated reports. Find out more about temporary account hold.

We will send you an email notification when your account is released from temporary hold. 

Third strike

You'll receive a third and final strike if you violate the same policy within 90 days of the second strike. Your account will then be suspended for repeat violation of our policies. Find out more about account suspensions. 

What to do if you get a strike

Your account may be in a temporary hold state or suspended. The temporary hold state or suspension is determined by the number of strikes accumulated in your account for a given policy. 

If your account is in a temporary hold state

To resume serving ads, you'll be required to correct the violations and to submit an acknowledgement form. If you believe that there has been an error and that you haven’t violated our policies, you'll need to appeal the strike [insert link]. Note that your account will continue to remain on hold until you take action to either acknowledge or appeal the strike.

If you choose to appeal the strike and it is unsuccessful, you’ll still be required to remove or fix the policy violations and acknowledge the strike to release your account from a temporary hold state. 

 

Acknowledgement of the strike

To acknowledge the strike, you must remove or fix all policy violations in your account and complete the acknowledgement form.

By completing the acknowledgement form, you affirm that:

• You're aware of the specific policy or policies that led to a strike being issued on the account, that you have reviewed the policies in question, and that you understand that additional violations of these policies can lead to more severe action, up to and including account suspension.
• You have removed the assets and ads that violate the policies in question and you'll ensure that future assets and ads will comply with our policies.
• Creating additional accounts and/or attempting to circumvent Google’s policy enforcement is strictly prohibited and can lead to account suspension 

Once the acknowledgement form is submitted, your account will resume serving ads within a specific period of time, depending on the number of strikes accumulated.

• For the first strike, your account will resume serving ads three days after the temporary hold was initiated
• For the second strike, your account will resume serving ads seven days after the temporary hold was initiated

If you're modifying existing ads or uploading new ads, please ensure that they comply with the relevant policy.  If you create new policy violating ads while your account is in a temporary hold state, you'll be issued an additional strike.

Google will continue to monitor your account for repeat violations of our Ads policies.

Appeal

If you successfully appeal the strike, it will be removed from your account and the compliant ads will be approved. Your account will be released from temporary hold immediately.

If your appeal is unsuccessful, your account will continue to remain in a hold state until you fix all policy violations in your account and complete the acknowledgement form.

If your account is suspended

If you believe there's been an error, and that you haven’t violated our policy, please submit an appeal to explain why. We only reinstate accounts under compelling circumstances, so it's important that you take the time to be thorough, accurate and honest. Find out more about suspended accounts.