Update to Limited Ad Serving Policy (September 2024)

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 that we use to enforce our policies. To view this article in a different language, use the language drop-down at the bottom of the page.

In September 2024, Google will update its Limited ad serving policy to include ads on YouTube. Unqualified advertisers will have impression limits on their YouTube Ads while they build trust with Google and our users to become a qualified advertiser. Implementation will begin gradually, and all advertisements on YouTube will be subject to Limited ad serving by 2026.

Qualified advertisers’ ads will not be limited by this policy. To become qualified, advertisers will be evaluated on multiple criteria such as: user feedback, account demographics, account maturity, history of policy compliance and identity verification status. Visit the Limited ad serving policy to learn more.

Please note that this policy is separate from Google’s existing certifications which prohibit uncertified advertisers from serving specific ads, learn more about ad eligibility here.

(Posted on 13 August 2024)

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