Editorial

Google provides translated versions of our Help Center, 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 dropdown at the bottom of the page.

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

In order to provide a quality user experience, Google requires that all ads, assets, and destinations meet high professional and editorial standards. We only allow ads that are clear, professional in appearance, and that lead users to content that is relevant, useful, and easy to interact with.

Below are some examples of what to avoid in your ads.

Learn about what happens if you violate our policies.

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Violations of the policies below will not lead to immediate account suspension without prior warning. A warning will be issued, at least 7 days, prior to any suspension of your account. Learn more about suspended accounts.

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In this article:

• Business name requirements
• Capitalization
• Image quality
• Misuse of ad features
• Phone number in ad text
• Punctuation and Symbols
• Repetition
• Style and Spelling
• Unacceptable spacing
• Unidentified business
• Video quality

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Business name requirements

This policy is applicable to the ads formats that require a business name field.

The following is not allowed:

Providing a business name that is anything other than the domain, the recognized name of the advertiser, or the promoted downloadable app

Using promotional language in the business name field

Note: If you have completed Advertiser Verification, the business name must strictly match the domain name or the name submitted during verification.

Learn more about the Business name requirements policy.

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Capitalization

The following is not allowed:

Capitalization that is not used correctly or for its intended purpose

Learn more about the Capitalization policy.

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Image quality

The following is not allowed:

Images that are sideways, upside down, or that don’t take up the entire space of the chosen image size

Images that are blurry, unclear, unrecognizable, or contain illegible text

Strobing, flashing, or otherwise distracting images

Ads that expand beyond the frame or otherwise encroach on the website or app

Learn more about the Image quality policy. 

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Misuse of ad features

The following is not allowed:

 Ads or assets that do not use the features of the ad unit for their intended purpose

Learn more about the Misuse of ad features policy.

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Phone number in ad text

The following is not allowed:

Entering a phone number in ad text

Learn more about the Phone number in ad text policy.

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Punctuation and symbols

The following is not allowed:

Punctuation or symbols that are not used correctly or for their intended purpose

Examples: punctuation or symbols repeated consecutively such as “flowers!!”; symbols, numbers, and letters that don't adhere to their true meaning or purpose, such as “f1owers“or “fl@wers“; non-standard use of superscripts such as “flower^s”; non-standard symbols or characters (like bullet points or asterisks), such as "*flowers*"; excessive or gimmicky use of numbers, symbols, or punctuation, such as "F.L.O.W.E.R.S.".

Note: Some types of non-standard punctuation and symbols are allowed in certain circumstances. Trademarks, brand names, or product names that use non-standard punctuation or symbols consistently in the ad’s destination can be approved for use in ads. Symbols used in commonly acceptable ways are also allowed, such as using an asterisk for star ratings (5* hotel) or to indicate that legally required conditions apply. To use any of these kinds of punctuation or symbols, you must request a review.

Invalid or unsupported characters

Learn more about the Punctuation and symbols policy.

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Repetition

The following is not allowed:

 Non-standard, gimmicky, or unnecessary repetition of names, words, or phrases

 Asset text that repeats words or phrases within the same asset or another asset in the same ad group, campaign, or account

Learn more about the Repetition policy. 

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Style and spelling

The following is not allowed:

Ads or assets that do not use commonly accepted spelling or grammar

Ads or assets that are incomprehensible or don’t make sense

Ads or assets that exceed character limits for double-width character languages

Ads or assets that are inconsistent with the clear and informational presentation style of the Google Search results

Learn more about the Style and spelling policy.

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Unacceptable spacing

The following is not allowed:

Omitting a space or adding extra spaces

Excessive or gimmicky use of spacing

Learn more about the Unacceptable spacing policy.

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Unidentified business

The following is not allowed:

 Ads or destinations that do not name the product, service, or entity they are promoting

Learn more about the Unidentified business policy.

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Video quality

The following is not allowed:

Videos with illegible text, poor sound quality, or blurry, unclear, or unrecognizable visuals

If you can’t edit the video to meet these requirements, upload a different video that complies with the policy.

Learn more about the Video quality policy.

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