Abusing the ad network

We want ads across the Google Network to be useful, varied, relevant, and safe for users. We don’t allow advertisers to run ads, content, or destinations that attempt to trick or circumvent our ad review processes.

Intentional distribution of malicious software or "malware" that may harm or gain unauthorized access to a computer, device, or network

Examples (non-exhaustive):

• Computer viruses, ransomware, worms, trojan horses, rootkits, keyloggers, dialers, spyware, rogue security software, and other malicious programs or apps
• Forced redirects, for example, redirecting users to an unknown site infected with malicious software without the user actually clicking on the ad
• HTML5 ad stealing user credentials from a publisher's page

Compromised sites

A compromised site refers to a site or destination whose code has been manipulated to act in ways that benefit a third party without the knowledge of the site or destination’s owner or operator, and often in a way that harms the site’s users. The following scenarios would lead to disapproval for Compromised Site:

Unwanted software

Per policy requirements, any software that your site or app hosts (or links to) should provide a positive experience for users. Google’s Unwanted Software policy provides a few basic characteristics of software that are potentially harmful to the user experience which are listed below:

• It is deceptive, promising a value proposition that it does not meet.
• It tries to trick users into installing it or it piggybacks on the installation of another program.
• It doesn’t tell the user about all of its principal and significant functions.
• It affects the user’s system in unexpected ways.
• It is difficult to remove.
• It collects or transmits private information without the user’s knowledge.
• It is bundled with other software and its presence is not disclosed.

Make sure your ads and destinations do not violate Google’s Unwanted Software policy.

Unfair advantage

The following is not allowed:

Using the Google Network to gain an unfair traffic advantage over other participants in the auction

Examples (non-exhaustive): Affiliates that advertise on Google Ads against the applicable affiliate program rules; promoting the same or similar content from multiple accounts on the same or similar queries, trying to show more than one ad at a time for your business, app, or site

Note: Keywords should fit the target audience’s likely intent when searching. Each website or app that you promote should offer distinct value to users. For example: avoid promoting similar products and prices across related destinations.

Evasive ad content

Circumventing systems

The following is not allowed:

  Engaging in practices that circumvent or interfere with Google's advertising systems and processes, or attempts to do so.

Examples (non-exhaustive):

• Cloaking (showing different content to certain users, including Google, than to other users) that aims at or results in interference with Google’s review systems, or hides or attempts to hide non-compliance with Google Ads policies, such as:

  • Redirection to non-compliant content
  • Using dynamic DNS to switch page or ad content
  • Manipulating site content or restricting access to so many of your landing pages that it makes it difficult to meaningfully review your ad, site, or account
  • Using click trackers to redirect users to malicious sites

• Whether repeated or simultaneous, policy violations across any of your accounts, including using 2 or more accounts to post ads that violate this or any other Google Ads policy. For example, creating new domains or accounts to post ads that are similar to ads that have been disapproved for this or any other Google Ads policy.
• Bypassing enforcement mechanisms and detection by creating variations of ads, domains or content that have been disapproved (for this or any Google Ads policy) or using techniques in text, images, or videos to obfuscate sexually explicit content
• After a previous suspension decision, attempting to use the Google Ads system again by creating new accounts in order to re enter the system
• Abusing Google Ads product features in order to show policy non-compliant content to users and/or gain additional traffic
• Submitting false information as part of our verification programs
• As part of our Gambling and games certification program, failing to recertify or continuing to use the Gambling and games certification if a material change has occurred since the last certification application was submitted. We understand that an advertiser’s address or payment method might change periodically. Failing to resubmit your Gambling and games certification application after one of these two types of changes will not lead to account suspension. However, other material changes do require resubmission of the Gambling and games certification application or your account will be suspended upon detection. These material - meaning major, substantial or relevant - changes include, but are not limited to, changes to advertiser’s product offerings which are inconsistent with any license or approvals provided to Google, changes to advertiser’s compliance with applicable regulations, and changes to advertiser’s licensure or other compliance with the Gambling and games certification requirements.

We 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.

Note: We may take action on an advertiser’s account based on, for example, adverse regulatory warnings, settlements, or rulings about an advertiser’s advertising practices, or direct complaints from users or businesses.

Spam Policies for Google Web Search

The following is not allowed:

Engaging in practices that violate the Spam Policies for Google Web Search. In particular, ads that point to destinations that have been removed from Google Search through a manual action will be disapproved. Site owners are notified through Google Search Console about manual actions.

Need help?