We want users to trust the ads on our platform, so we strive to ensure ads are clear and honest and provide the information that users need to make informed decisions. We don’t allow ads or destinations that deceive users by excluding relevant product information or providing misleading information about products, services or businesses.

Below are some examples of what to avoid in your ads. Learn about what happens if you violate our policies.

Unacceptable business practices

The following is not allowed:

Concealing or misstating information about the business, product, or service

Examples: Enticing users to part with money or information under false or unclear pretenses; presenting a false identity, business name or contact information; directing content about politics, social issues or matters of public concern to users in a country other than your own, if you misrepresent or conceal your country of origin or other material details about yourself

Ad destinations that use “phishing” techniques to gather user information

Misleading content

The following is not allowed:

Not allowed Ads that mislead or trick the user into interacting with them

Examples: Ads that resemble system or site warnings/error messages; ads that simulate messages, dialogue boxes, menus or request notifications; hosted ads that are indistinguishable from other content; ads depicting features that do not work, such as close buttons, text input boxes, multiple choice options; download or install buttons in image ads; ads with a transparent background; images that are segmented; an image that contains multiple copies of itself within the ad; or images that appear to be more than one ad; moving and clicking arrows

Note: Animated ads and Ad gallery ads can have mock animated features or icons as long as the functionality works or the purpose of these features can be found on the landing page.

Not allowed Providing a business name that is anything other than the domain, the recognised name of the advertiser, or the promoted downloadable app

Not allowed Making false statements about your identity or qualifications

Examples: A university student purporting to be a qualified lawyer, an unlicensed plumber claims to be licensed

Not allowed Using false claims or claims that entice the user with an improbable result (even if this result is possible) as the likely outcome that a user can expect, or making claims that are demonstrably false and could significantly undermine participation or trust in an electoral or democratic process

Examples: 'Miracle cures' for medical ailments, extreme weight loss products or programmes; 'get rich quick' schemes or promising large financial return for minimal effort or investment; information about public voting procedures, political candidate eligibility based on age or birthplace, election results or census participation that contradicts official government records; incorrect claims that a public figure has died or been involved in an accident

Specific example: A weight loss ad that says you can eat whatever you want and lose 10 pounds in a month

Note: If you guarantee certain results, have a clear and easily accessible refund (money-back) policy. Testimonials that claim specific results must include a visible disclaimer stating that there is no guarantee of specific results and that the results can vary. Include links to third-party verification or include relevant and noticeable disclaimers when testimonials and endorsements imply that results are typical. For health-related claims, including testimonial content, we may defer to local regulatory guidelines when enforcing this policy.

Not allowedManipulating media to deceive, defraud or mislead others.

Example: Deceptively doctoring media related to politics, social issues or matters of public concern.

Not allowed Falsely implying affiliation with, or endorsement by, another individual, organisation, product, or service

Examples: Misleading use or mimicry of official government sites, stamps, seals or agency names

Specific example: An advertiser mimics the layout and design of an official government agency site

Troubleshooter: Misleading content
  1. Check the ad and its destination to find the misleading content.

    If you use App ads, ensure that your app installation page is clear about the content and functionality of your app and any prerequisites that your app might have, such as other apps, peripheral devices or sensors. Prerequisite apps must be available in the appropriate app store and compliant with our policies.

  2. Fix the ad’s destination. Remove any content that doesn’t comply with the policy. If you can’t fix the ad’s destination, update the ad with a new destination that complies with this policy.
  3. Edit the ad. Remove any content that is not allowed. If your ad already complies with the policy but you made changes to the ad’s destination, make an edit in the ad and save it. This will resubmit the ad and its destination for review.
If you aren't able to fix these violations, or you choose not to, please remove your ad to help prevent your account from becoming suspended in the future for having too many disapproved ads.

Missing information

The following is not allowed:

Failure to clearly and conspicuously disclose the payment model and full expense that a user will bear

Examples: Price, delivery costs and other billing related information; interest rates; late payment fines or recurring subscription cost; using premium rate phone numbers in call extensions

Failure to display legitimate physical contact information for a financial services business, or omitting material details about short-term loans or loan modification and foreclosure products

Examples: A bank that doesn't display its physical address, a loan company that does not disclose the monthly interest rate or the penalty amount for late payment

See requirements for financial services

Omitting material information (that is, important and relevant information) when soliciting a charitable or political donation

Examples: Failing to display a charity or tax exemption number for charitable donations, failing to disclose whether political donations are tax exempt

Troubleshooter: Missing information
  1. Check the ad and its destination to see where they might be missing important information. Here are some examples:
    • Payment model and billing information: Make sure that your site or app clearly and conspicuously discloses the full expense that a user will bear, as well as how your billing process works. When making the determination whether something is clear and conspicuous, we may take into account factors like: 
      • Whether the pricing information is visible and obvious to users (for example, having no pricing information on the landing page, or hiding the information, is a bad start because users should have access to this information before using the service)
      • Whether customers can easily see and understand the costs that they’re going to incur, or whether, to the contrary, the page is designed in a way to hide the pricing information or make it difficult for customers to understand the costs that they are going to incur (for example, displaying the pricing information in grey characters over a grey background, using very small fonts, or displaying other elements of the page over the important information)
      • Whether the fee structure is easily understandable (for example, the formula presented to explain how the cost of the service will be determined should be as simple and straightforward as possible) 
        Specific example: When charging users via the use of a premium rate phone number clearly and conspicuously showing the costs that the user will bear, such as the price per call and/or the price per minute of the call. 
    • Donations: If your ad or landing page solicits donations that are tax-deductible, please clearly indicate your tax-exempt status on your landing page or donation page, including your charity number. For example, in the United States, 501(c)(3) or 501(c)(4) status is an indicator of the required tax-exempt status.
    • App installs: Make sure that you remove any content from the ad creative that misleads users to believe that your app is free to download when it's not.
  2. Fix the ad’s destination. Add any required information. If you can’t fix the ad’s destination, update the ad with a new destination that complies with this policy.
  3. Edit the ad. Add any required information. If your ad already complies with the policy but you made changes to the ad’s destination, make an edit in the ad and save it. This will resubmit the ad and its destination for review.

    Most ads are reviewed within 1 working day, though some can take longer if they need a more complex review.

If you aren't able to fix these violations, or you choose not to, please remove your ad to help prevent your account from becoming suspended in the future for having too many disapproved ads.

Unclear relevance

The following is not allowed:

Promotions that are not relevant to the destination

Examples: An ad that uses the keyword insertion feature without a relevant "default" keyword in place; ad title not relevant to ad text; ad doesn't clearly indicate that the resulting destination is a search results page; ad doesn’t accurately describe what the user will see on the destination; using overly general keywords or engaging in keyword spam

Note: When using keyword insertion, include default ad text that is clear and easy to understand.

Unavailable offers

The following is not allowed:

Promising products, services or promotional offers that aren't easily found from the destination

Examples: Promoting products that are not stocked; promoting a deal that is no longer active; promoting a price that is inaccurate; call-to-action in the ad that isn't easily available from the destination

Specific example: Ad reads "Buy tablets from $40", but upon clicking on the ad, the user finds no tablets available for purchase at $40

Note: Avoid creating ads for specific offers unless you can update your ads as your inventory or offers change. For example, if you create an ad for a one-day promotional discount, remember to update or remove the ad the next day when the offer is no longer available. If the inventory or prices on your site change often, consider setting up Dynamic Search Ads, which automatically show your ad based on the content of your website.


Clickbait ads

The following is not allowed:

Ads that use clickbait tactics or sensationalist text or imagery to drive traffic

Examples (non-exhaustive): Ads that claim to reveal secrets, scandals or other sensationalist information about the product or service being advertised; ads that use clickbait messaging, such as 'Click here to find out', 'You won’t believe what happened', or synonymous or similar phrases, to encourage the user to click on the ad in order to understand the full context of the ad; ads that use clearly altered zoomed-in body parts, mugshots or real-life accident or disaster photos to promote a product or service; or ads that use 'before and after' images to promote significant alterations to the human body

Ads that use negative life events such as death, accidents, illness, arrests or bankruptcy to induce fear, guilt or other strong negative emotions in order to pressure the viewer to take immediate action

Examples (non-exhaustive): Ads that pressure the user to purchase, subscribe to or stop consuming a product or service in order to avoid harm; ads that use depictions of severe distress, pain, fear or shock to promote a product or service

Need help?

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