Default Ads Treatment

Google provides translated versions of our Help Center, 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.

Display & Video 360 users must comply with this Google Ads policy. Visit the Display & Video 360 help center for additional restrictions.

It’s important that our advertising experience across Google products is useful, informative, and above all, safe for all our users. That’s why we work to ensure that the advertising content shown on Google’s products protects kids and families, too. Learn more about ads for accounts managed under Family Link.

Google’s Default Treatment Policy implements additional safeguards to filter sensitive ad categories eligible to serve to users that aren't signed in or users that our systems indicate are under 18.

In addition to ads that are prohibited from serving based on our existing policies, Google may limit the following types of ads from serving to people who our systems indicate are under 18. Please note that this list isn’t comprehensive:

  • Adult content and pornography
  • Alcohol
  • Gambling
  • Shocking content

Google may adjust the types of ad content and formats that are restricted under its Default Treatment Policy as appropriate or required.

Report an age-inappropriate ad

What does this mean as an advertiser?

We expect all our advertisers to follow local legal requirements when using our products, including any regulations on advertising to kids, as well as all Google Ads policies.

Google’s Default Ads Treatment Policy may restrict serving of your ads to a small number of users, particularly if you advertise sensitive or adult content products and services.


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