Misrepresentation

Google provides translated versions of our Help Centre, though they are not meant to change the content of our policies. The US English version is the official language we use to enforce our policies. To view this article in a different language, use the language dropdown 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.

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 more about what happens if you violate our policies.

In this article:

Unacceptable business practices

The following are not allowed:

Not supported Scamming users by hiding or misrepresenting info about your business, products or services is not allowed. This means you can’t:

  • Make it seem like you’re supported by another brand, organisation or government entity when you’re not
  • Offer products or services that you don't have or can't deliver, including not having the right licences or qualifications
  • Lie about services that could put people's health or safety at risk, like pretending to provide medical help when you don't
  • Impersonating other brands or businesses in your ads or on your website to hide your identity or imply connections or qualifications

Learn more about the unacceptable business practices policy.

Violations of this policy are taken very seriously and are considered 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, Google may review information from multiple sources including your ad, website, accounts and third-party sources. If violations of this policy are found, your Google Ads accounts will be suspended upon detection and without prior warning, and you will not be allowed to advertise with Google Ads again. If you believe there's been an error, and that you haven’t violated our policy, submit an appeal and explain why. Accounts are only reinstated 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.

Coordinated deceptive practices

The following are not allowed:

Not supported Coordinating with other sites or accounts and concealing or misrepresenting your identity or other material details about yourself, where your content relates to politics, social issues or matters of public concern

Not supported 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

Learn more about the coordinated deceptive practices policy.

Violations of this policy are taken very seriously and are considered 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, Google may review information from multiple sources including your ad, website, accounts and third-party sources. If violations of this policy are found, your Google Ads accounts will be suspended upon detection and without prior warning, and you will not be allowed to advertise with Google Ads again. If you believe there's been an error, and that you haven’t violated our policy, submit an appeal and explain why. Accounts are only reinstated 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.

Misleading representation

The following are not allowed:

Not supported Making misleading statements, obscuring or omitting material information about your identity, affiliations or qualifications

Not supported Providing an inaccurate business name or business name that does not clearly represent the advertised business or disambiguates from similar businesses in the ad or user interactions

Learn more about the misleading representation policy.

Dishonest pricing practices

Not supported Failure to clearly and conspicuously disclose the payment model or full expense that a user will bear before and after purchase is not allowed.

Not supported Employing pricing practices that create a false or misleading impression of the cost of a product or service, leading to inflated or unexpected charges, is not allowed.

Learn more about the dishonest pricing practices policy.

Clickbait ads

The following are not allowed:

Not supported Ads that use clickbait tactics or sensationalist text or imagery to drive traffic.

Not supported 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.

Learn more about the clickbait ads policy.

Misleading ad design

Not supported Ads that make it difficult for the user to understand they are interacting with an ad. This includes:

  • Non-functional elements that resemble buttons, input fields or multiple-choice options.
  • Misleading icons or arrows that imply a function the ad doesn't perform.
  • Designs that mimic system notifications or dialog boxes.
  • Inconsistencies between the ad and the landing page/app.
  • Ads that don't clearly indicate that they are advertisements.

Learn more about the misleading ad design policy.

Manipulated media

The following is not allowed:

Not supported Manipulating media to deceive, defraud or mislead others

Learn more about the manipulated media policy.

Unreliable claims

The following is not allowed:

Not supported Making inaccurate claims or claims that entice the user with an improbable result (even if this result is possible) as the likely outcome a user can expect

Learn more about the unreliable claims policy.

Unclear relevance

The following are not allowed:

Not supported Promotions that are not relevant to the destination

Learn more about the unclear relevance policy.

Unavailable offers

The following is not allowed:

Not supported Promising products, services or promotional offers in the ad that are unavailable or cannot easily be found from the destination

Learn more about the unavailable offers policy.

Need help?

If you have questions about our policies, review the policy guidelines and examples provided or contact Google Ads Support.

Was this helpful?

How can we improve it?
false
Search
Clear search
Close search
Google apps
Main menu
5064846773714733801
true
Search Help Centre
true
true
true
true
true
true
73067
false
false
true
false