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In the next few weeks, we will no longer allow phone numbers to be used in the ad text of new ads. Advertisers who would still like to promote phone numbers in their Google Ads advertising can use the call assets feature. We're posting this alert now to provide adequate lead time to make ad changes.
In July 2013, we will begin to retroactively disapprove ads that use phone numbers in their ad text.
We are making this change to foster a safer, more consistent user experience across desktop, tablet and mobile devices.
After the new policy goes into effect, the relevance, clarity and accuracy page will be updated to reflect this change.
(Posted in February)