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.
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
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 organizations, or content that promotes terrorist acts, including recruitment, or that celebrates attacks by transnational drug trafficking or terrorist organizations.
Content that seeks to exploit others
Examples (non-exhaustive): Extortion, blackmail, soliciting or promoting dowries
Content that relates to a current, major health crisis and contradicts authoritative scientific consensus
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:
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 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
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 January 14th, 2021
We are currently enforcing a sensitive event for the US elections. Advertisers are not permitted to run ads which reference the candidates, the election, its outcome, the upcoming presidential inauguration, the ongoing presidential impeachment process, violence at the US Capitol, or future planned protests on these topics.
COVID-19 update
Current as of April 14, 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 Google Ads Help Center 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 unauthorized 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.