Inappropriate content

Display & Video 360 users must comply with this Google Ads policy. Visit the Display & Video 360 help centre 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.

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

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 marginalisation

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

Content that harasses, intimidates or bullies an individual or group of individuals

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 threatens or advocates for physical or mental harm on oneself or others

Examples (non-exhaustive): Content advocating suicide, anorexia or other self-harm; promoting or advocating for harmful health or medical claims or practices; 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 organisations, or content that promotes terrorist acts, including recruitment, or that celebrates attacks by transnational drug trafficking or terrorist organisations.

Content that seeks to exploit others

Examples (non-exhaustive): Extortion, blackmail, soliciting or promoting dowries

Shocking content

The following is not allowed:

Promotions containing violent language, gruesome or disgusting imagery, or graphic images or accounts of physical trauma

Examples (non-exhaustive): Crime scene or accident photos, execution videos

Promotions containing gratuitous portrayals of bodily fluids or waste

Examples (non-exhaustive): Blood, guts, gore, sexual fluids, human or animal waste

Promotions containing obscene or profane language

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. 

Promotions that are likely to shock or scare

Examples (non-exhaustive): Promotions that suggest you may be in danger, be infected with a disease, or be the victim of a conspiracy

Sensitive events

The following is not allowed:

Content that potentially capitalises on or lacks reasonable sensitivity towards a natural disaster, conflict, death, public health emergency or other tragic event.

Examples (non-exhaustive): Appearing to profit from a tragic event with no discernible benefit to users, price gouging or artificially inflating prices that prohibits or limits access to vital supplies; sale of products or services (such as personal protective equipment) which may be insufficient for the demand during a sensitive event; using keywords related to a sensitive event that attempt to gain additional traffic

Ads that claim victims of a sensitive event were responsible for their own tragedy or similar instances of victim blaming; ads that claim victims of a sensitive event are not deserving of remedy or support

Examples (non-exhaustive): Ads which claim victims from certain countries were responsible or deserving of a global public health crisis

US Election update

Current as of 3 November 2020

Google is monitoring the outcome of the US election and we are taking the necessary steps to maintain a safe advertising ecosystem as the situation evolves. 

COVID-19 update

Current as of 14 April 2020

Google is monitoring the impact of coronavirus (COVID-19) as the situation evolves and we are taking the necessary steps to maintain a safe advertising ecosystem. 

Please check the Google Ads Help Centre for the latest updates on our 'sensitive events' policy.

Animal cruelty

The following is not allowed:

Content that promotes cruelty or gratuitous violence towards animals

Example (non-exhaustive): Promoting animal cruelty for entertainment purposes, such as cock or dog fighting

Content that may be interpreted as trading in, or selling products derived from, threatened or extinct species

Examples (non-exhaustive): Sale of tigers, shark fins, elephant ivory, tiger skins, rhino horn, dolphin oil

Hacked political materials

The following is not allowed:

Ads that directly facilitate or advertise access to hacked material related to political entities within scope of Google's election ads policies. This applies to all protected material that was obtained through the unauthorised intrusion or access of a computer, computer network or personal electronic device, even if distributed by a third party.

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.


Need help?

If you have questions about our policies, let us know: Contact Google Ads Support
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