High Fat Sugar Salt Food and Beverage Ads

Google provides translated versions of the Advertising Policies Help Center, though they're not meant to change the content of the policies. The English version is the official language used to enforce Google Ads policies. To view this article in a different language, use the language dropdown at the bottom of the page.

Google uses continuous reviews and feedback from users, regulators, and consumer protection authorities to help identify products and services that are prone to abuse and user exploitation. Google Ads may limit or stop ads from businesses that pose an unreasonable risk to user safety or experience, even if they comply with other policies.

Violations of the policies below will not lead to immediate account suspension without prior warning. A warning will be issued at least 7 days prior to any suspension of your account. Learn more about suspended accounts.

On this page

• About the policy
• Google HFSS F&B Nutritional Profile
• Submit your self-declaration
• Options to fix

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About High Fat Sugar Salt Food and Beverage ads

Google Ads considers your ad to be promoting the sale of HFSS products if it advertises one or more HFSS food item, beverage, or meal on its destination or in the ad creatives such as text, imagery, audio, and video.

Google Ads supports responsible advertising of food and beverages. HFSS F&B ads and destinations are allowed if they comply with Google Ads policies and don’t target minors. The information in this policy isn’t intended to be legal advice. You’re required to do your own research on the local regulations for any location your ads target to ensure that your ads are also compliant with those requirements as well as Google Ads policies.

Google Ads restricts the promotion of High Fat Sugar Salt (HFSS) Food and Beverage (F&B) in the United Kingdom (UK) and European Union (EU) on the Google Display Network and YouTube. You’re required to self-declare that you’re using your account to run HFSS F&B campaigns.

Examples (non-exhaustive):
bacon butter cakes caloric sweeteners candy chocolate chocolate nut spreads coconut oil doughnuts energy drinks	hamburger meals with fries milkshakes pizza pork and beef sausage salt sweet biscuits sweetened beverages sweets trail mix or nut bar with chocolate or candy

If your ad or destination contains nutritional information that shows that products are within the relevant allowed threshold and serving size/calories, the examples above may be allowed under this policy.

Examples of ads that are allowed (non-exhaustive):

  Ads that promote non-HFSS F&B (which may include 100% juice, plain fresh or frozen fruits and vegetables, low or nonfat plain milk, dry beans and lentils, plain nuts and seeds)

  Ads for restaurant delivery services or restaurant location/review websites that do not include text, imagery, audio, and/or video of HFSS F&B

  Ads that feature HFSS F&B products but promote a product or service not related to F&B, such as ads for a baking show, tourism, or kitchen cleaning supplies

Ads that feature HFSS F&B products but promote a PSA messaging on healthy diets and eating

Location specifics

You’re required to self-declare that you’re using your account to run HFSS F&B campaigns in the United Kingdom (UK) and European Union (EU).

Ad serving

• After your account is successfully self-declared, your HFSS ads in Google Ads will show an "Approved (limited)" status with an "Other restricted businesses" label.
• When you self-declare that your account promotes HFSS F&B, your ads will receive an HFSS label and will only serve to users with a declared age of 18 and above.

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Google HFSS F&B Nutritional Profile

Nutrient levels are applied on a 100-gram and per-serving basis for global applicability and to reflect common labeled serving sizes and calorie levels for meal and meal components. If the serving size of your advertised food or beverage doesn’t closely match the listed serving size (LSS), evaluate your product using the per 100-gram criteria.

Google HFSS F&B Nutritional Profile details

Food and Beverage	Per	Sat fat (g)	Sodium (mg)	Total sugar (g)	Added sugar (g)	Calories
Beverages
All beverages except milk	LSS (est 8 oz)	N/A	105 mg	N/A	0	N/A
	100 g	N/A	46 mg	N/A	0	N/A
Grains/breads
Bread, bread products, noodles, rice, grains, pancakes	LSS (est 100g)	2	360	10	N/A	N/A
	100 g	2	360	10	N/A	N/A
Breakfast cereals	LSS (est 100g)	1.5	250	6.75	N/A	N/A
	100 g	5	625	22.5	N/A	N/A
Fruits, vegetables & legumes
Processed fruit, vegetables & legumes	LSS (est 90g)	2	350	N/A	0	N/A
	100 g	2.2	390	N/A	0	N/A
Nuts & seeds
Nuts & seeds	LSS (est 30g)	3.5	130	4	N/A	N/A
	100 g	12	430	13	N/A	N/A
Dairy
Milks & milk alternatives	LSS (est 8 oz/245 g)	5	200	22	N/A	N/A
	100 g	3	82	9	N/A	N/A
Cheese & cheese products	LSS (est 30 g)	3	228	N/A	N/A	N/A
	100 g	10	760	N/A	N/A	N/A
Yogurt & yogurt-type products	LSS (est 170 g)	5	136	19	N/A	N/A
	100 g	3	80	11.5	N/A	N/A
Meat, fish, egg, poultry & meat replacements
Processed meat, poultry, fish, eggs and alternatives	LSS (est 50g)	2	335	N/A	N/A	N/A
	100 g	4	670	N/A	N/A	N/A
Meals & meal components
Ready-made dishes & appetizers	< 315 calories (est 140 grams)	5	545	14	N/A	315
	100 g	4	390	10	N/A	225
Complete meal	< 510 calories (est 300 g)	6.6	660	18	N/A	510
	100 g	2.2	220	6	N/A	200
Snacks & treats
Snacks & treats	< 150 calories (est 30g)	1.5	120	6.75	N/A	150
	100 g	5	400	22.5	N/A	500
Sauces, condiments and culinary ingredients
Sauces, condiments and culinary ingredients	LSS (est 30g)	2	135	1.5	N/A	N/A
	100 g	6.6	450	4.9	N/A	N/A

Submit your self-declaration

Submit your self-declaration by completing the High fat salt sugar food and beverage self-declaration form. This form can be submitted by the advertiser directly or by an advertising agency on your behalf.

Most self-declaration applications are reviewed within 3 business days. Some applications may take longer if they require a more complex review. You will receive an email notification once your account status has been updated.

Don’t submit this form if you don’t advertise food and beverage products or F&B brand promotions. Submitting this application will result in serving restrictions to minors in some locations for all ads and ad creatives within your account. HFSS restrictions can’t be removed from ads in a self-declared account.

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Options to fix

If this policy is affecting your ad, review your options to fix below.

Check the nutrient guidelines

Ensure that all products you're advertising through your ads and destination are within the nutrient guidelines.

Create a separate account

When you self-declare that your account is in scope of this policy, all ads and creatives within your account will be subject to these HFSS F&B policy restrictions. If you want only a subset of ads to be restricted, you’ll need to create a separate account to run those ads and complete the self-declaration using that account.

Appeal policy decision

If you believe your ads have incorrectly been labeled, submit an appeal with nutritional information, like a table of nutrition facts, to confirm that your ads are out of scope of HFSS F&B policy.

If you believe there’s been an error and that you haven’t violated Google Ads' policies, appeal the policy decision directly from your Google Ads account to request a review. If the review determines that your ads are compliant, they can run again. If you aren't able to fix these violations or choose not to, remove your ad to help prevent your account from becoming suspended in the future for repeated policy violations.