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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.
We value diversity and respect for others, and we strive to avoid offending users, so we don’t allow ads or destinations that display shocking content or promote hatred, intolerance, discrimination, or violence.
Below are some examples of what to avoid in your ads. Learn about what happens if you violate our policies.
In this article
Dangerous or derogatory content
The following is not allowed:
Content that incites hatred against, promotes discrimination of, or disparages an individual or group on the basis of their race or ethnic origin, religion, disability, age, nationality, veteran status, sexual orientation, gender, gender identity, or any other characteristic that is associated with systemic discrimination or marginalization
Examples (non-exhaustive): Content promoting hate groups or hate group paraphernalia; content that encourages others to believe that a person or group is inhuman, inferior, or worthy of being hated
Examples (non-exhaustive): Content that singles out someone for abuse or harassment; content that suggests a tragic event did not happen, or that victims or their families are actors, or complicit in a cover-up of the event; content that shares personally identifiable information that promotes financial fraud, identity theft, harmful direct contact, or harassment.
Examples (non-exhaustive): Content advocating suicide, anorexia, or other self-harm; threatening someone with real-life harm or calling for the attack of another person; promoting, glorifying, or condoning violence against others; content made by or in support of terrorist groups, or transnational drug trafficking organizations, or content that promotes terrorist acts, including recruitment, or that celebrates attacks by transnational drug trafficking or terrorist organizations.
Examples (non-exhaustive): Extortion, blackmail, soliciting or promoting dowries, exploitative removals
Text, image, audio, or video of graphic sexual acts intended to arouse
Examples (non-exhaustive): Hardcore pornography; sex acts such as genital, anal, and oral sex; masturbation; cartoon porn or hentai
Examples (non-exhaustive): Rape, incest, bestiality, necrophilia, lolita or teen-themed pornography, underage dating
Examples (non-exhaustive): sites or apps that claim to generate deepfake pornography, instructions on how to create deepfake pornography, endorsing or comparing deepfake pornography services
Text, image, audio, or video of graphic sexual acts intended to arouseWe take violations of this policy very seriously and consider them egregious. An egregious violation of the Google Ads policies is a violation so serious that it is unlawful or poses significant harm to our users. In determining whether an advertiser or destination is violating this policy, we may review information from multiple sources including your ad, website, accounts, and third-party sources. If we find violations of this policy, we will suspend your Google Ads accounts upon detection and without prior warning, and you will not be allowed to advertise with us again. If you believe there's been an error, and that you haven’t violated our policy, submit an appeal and explain why. We only reinstate accounts in compelling circumstances, and when there is good reason so it's important that you take the time to be thorough, accurate, and honest. Learn more about suspended accounts.
The following is not allowed:
Examples (non-exhaustive): Prostitution, companionship and escort services, intimate massage and similar services, cuddling sites; compensated dating or sexual arrangements where one participant is expected to provide money, gifts, financial support, mentorship or other valuable benefits to another participant such as ‘Sugar’ dating
Violations of this policy 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.
Child sexual abuse imagery
The following is not allowed:
Examples (non-exhaustive): Child sexual abuse imagery or other content
Violations of this policy 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.
The following is not allowed:
Examples (non-exhaustive): Mail-order brides, international marriage brokers, romance tours
Violations of this policy 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.
Adult themes in family content
The following is not allowed:
Violations of this policy 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.
Learn how to fix a disapproved ad or asset.
Shocking content
The following is not allowed:
Examples (non-exhaustive): Crime scene or accident photos, execution videos
Examples (non-exhaustive): Blood, guts, gore, sexual fluids, human or animal waste
Examples (non-exhaustive): Swear or curse words, slurs relating to race or sexuality, variations and misspellings of profane language
Note: If the official name of your product, website, or app includes profane language, request a review and provide details of the name.
Examples (non-exhaustive): Promotions that suggest you may be in danger, be infected with a disease, or be the victim of a conspiracy
Violations of this policy 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.
Sensitive events
A "Sensitive Event" is an unforeseen event or development that creates significant risk to Google's ability to provide high quality, relevant information and ground truth, and reduce insensitive or exploitative content in prominent and monetized features. During a Sensitive Event, we may take a variety of actions to address these risks.
Examples of Sensitive Events include events with significant social, cultural, or political impact, such as civil emergencies, natural disasters, public health emergencies, terrorism and related activities, conflict, or mass acts of violence.
Examples of what we prohibit (non-exhaustive):
- Products or services that exploit, dismiss, or condone the Sensitive Event, including price gouging or artificially inflating prices that prohibits/restricts access to vital supplies; sale of products or services which may be insufficient for the demand during a sensitive event
- Using keywords related to a sensitive event to attempt to drive additional traffic
- Claims that victims of a sensitive event were responsible for their own tragedy or similar instances of victim blaming; claims that victims of a sensitive event are not deserving of remedy or support; claims that victims from certain countries were responsible or deserving of a global public health crisis
Violations of this policy 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.
Due to the war in Ukraine, we will pause ads containing content that exploits, dismisses, or condones the war.
Animal cruelty
The following is not allowed:
Example (non-exhaustive): Promoting animal cruelty for entertainment purposes, such as cock or dog fighting
Examples (non-exhaustive): Sale of tigers, shark fins, elephant ivory, tiger skins, rhino horn, dolphin oil
Hacked political materials
The following is not allowed:
Examples (non-exhaustive): Advertising access to hacked content (“See all of the leaked emails right now!”, “The President’s text messages were hacked! Access them now!”); linking to hacked content (“View our database of hacked documents from the President's campaign.”, “Foreign agents hacked into his computer, take a look at the real documents.”)
Note that discussion of or commentary on hacked political materials is allowed, provided that the ad or landing page does not provide or facilitate direct access to those materials.
Violations of this policy 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.