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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 on 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 children and teens, too.
Our child and teen ads policies, along with other Google Ads policies (including but not limited to those for alcohol, gambling, and high fat, sugar, and salt food and beverages), work together to provide strong protections that include:
- Disabling ads personalization
- Restricting sensitive ad content and categories
Our protections support compliance with child-directed regulations, such as the Children’s Online Privacy Protection Act (COPPA) and the UK Age Appropriate Design Code (AADC). We require all our advertisers to follow local legal requirements when using our products, including any regulations on advertising to minors, as well as all Google Ads policies. Read on to learn more about our child and teen ad policies, where they apply, and what they mean for advertisers.
In this article
- Ad-serving protections for children
- Ad-serving protections for teens
- Ads & made for kids content
- Advertising on YouTube Kids
- Default ads treatment
Ad-serving protections for children
The Ad-serving protections for children policy applies on YouTube, Google Display Ads, and Display & Video 360 campaigns, and additional products will be added over time. These protections include disabling ads personalization and restricting sensitive ad content and categories for users under the digital age of consent, such as:
- Teen and adult media
- Beauty and cosmetics
- Sensitive and controversial
- Romantic content
- Violent, scary, or crude content
Learn more about the Ad-serving protections for children policy, including detailed descriptions of categories and content we restrict for users under the digital age of consent.
Ad-serving protections for teens
The Ad-serving protections for teens policy applies on YouTube, Google Display Ads, and Display & Video 360 campaigns, and additional products will be added over time. These protections include disabling ads personalization and restricting sensitive ad content and categories for users above the digital age of consent and under 18 years old, such as:
- Adult media
- Body modification and weight loss
- Dating and relationships
- Shocking content
- Virtual worlds and chat rooms intended for adults
Learn more about the Ad-serving protections for teens policy, including detailed descriptions of categories and content we restrict for users under 18 years old.
Ads and made for kids content
The Ads & made for kids content policy applies on content set as made for kids on YouTube. Under this policy, advertisers may not run personalized ads or make use of any third party trackers on content set as “made for kids”. The policy also prohibits inciting children to purchase a product and misleading and deceptive claims.
The following ad categories and content from our Ad-serving protections for children policy are restricted for advertising on made for kids content, even if those ads are generally permissible on Google:
On content is set as made for kids, we restrict certain ad categories and content from our Ad-serving protections for children policy, including:
- Teen and adult media
- Beauty and cosmetics
- Sensitive and controversial
- Romantic content
- Violent, scary, or crude content
Learn more about the Ads & made for kids content policy, including detailed descriptions of categories and content we restrict when content is set as made for kids.
Advertising on YouTube Kids
All advertisements sold in the YouTube Kids app must comply with Google Ads policies and YouTube-specific ad policies, as well as the Advertising on YouTube Kids policy. All YouTube Kids Paid Ads must be pre-approved by YouTube’s policy team prior to being served in the YouTube Kids app.
Learn more about the Advertising on YouTube Kids policy.
Default Ads Treatment
We may limit serving certain types of ad categories for users who aren't signed in or users that our systems indicate are under 18. The categories include but are not limited to:
- Adult content and pornography
- Alcohol
- Gambling
- Shocking content
Learn more about the Default Ads Treatment policy.