Inappropriate content

Google provides translated versions of our Help Centre as a convenience, though they are not meant to change the content of our policies. The English version is the official language 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.

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

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.

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.


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 physical or mental harm to oneself or others

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 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, exploitative removals

Sexually explicit content

The following is not allowed:

Not allowed 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

Not allowed Content promoting underage, non-consensual or other illegal sexual themes, whether simulated or real

Examples (non-exhaustive): Rape, incest, bestiality, necrophilia, lolita or teen-themed pornography, underage dating

Compensated sexual acts

The following is not allowed:

Not allowed Content that may be interpreted as promoting a sexual act in exchange for compensation

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

Child sexual abuse imagery

The following is not allowed:

Not allowed Content promoting the sexual exploitation of minors

Examples (non-exhaustive): Child sexual abuse imagery or other content

Mail-order brides

The following is not allowed:

Not allowed Content promoting marriage to a foreigner

Examples (non-exhaustive): Mail-order brides, international marriage brokers, romance tours

Adult themes in family content

The following is not allowed:

Not allowed  Content that is made to appear appropriate for a family audience but contains adult themes, including sex, violence, vulgarity or other depictions of children or popular children’s characters, that are unsuitable for a general audience

Learn how to fix a disapproved ad or extension.

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 that you may be in danger, be infected with a disease or be the victim of a conspiracy

Sensitive events

The following are not allowed:

Ads that potentially profit from or exploit a sensitive event 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 (non-exhaustive): Appearing to profit from a tragic event with no discernible benefit to users; price gouging or artificially inflating prices in a way that prohibits/restricts access to vital supplies; sale of products or services that may be insufficient for demand during a sensitive event; using keywords related to a sensitive event to attempt to drive additional traffic.

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

Examples (non-exhaustive): Ads claiming that victims from certain countries were responsible for or deserving of a global public health crisis.

COVID-19 update

Current as of 22 September 2021

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. 

Beginning in September, we are relaxing the restrictions on showing certain coronavirus (COVID-19) related products on Shopping ads and free listings. Services – labour, time, effort, expertise or actions – which do not result in ownership of a tangible product are unsupported at this time. This includes any services bundled with physical goods. In accordance with our medical devices policy, test kits where samples are collected at home and analysed in a lab, are not considered services and are allowed on Shopping. 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 the 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 doesn't 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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