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Display & Video 360 users must comply with this Google Ads policy. Visit the Display & Video 360 help center for additional restrictions.
Below are some examples of what to avoid in your ads.
The following is not allowed:
Ads or assets that do not use commonly accepted spelling or grammar
Examples: "Flowers here buy" or "Buy flwres here" instead of "Buy flowers here"
Note: Some trademarked terms, brand names, or product names use nonstandard grammar, spelling, punctuation, or capitalization. If you want to use such names in your ads, you must first request a review and show that the nonstandard terms appear consistently throughout your website or app.
Examples: Gibberish or overly generic ad text; overly generic or vague promotions; ad text that is cut off or incomplete
Note: Character limits for text vary depending on whether the text appears in a single-width or double-width language. Double-width languages, such as Chinese, Japanese, and Korean, use double-width characters that take twice as much space as single-width characters. Therefore, character limits in these languages are half that of other languages.
Examples: Ads that use bullet points or numbered lists; ads containing a generic call to action (such as "click here") that could apply to any ad
Learn how to fix a disapproved ad or asset.
The following is not allowed:
Examples: Exclamation marks in the ad headline; repeated punctuation or symbols; symbols, numbers, and letters that don't adhere to their true meaning or purpose, such as using "@ home" to mean "at home"; non-standard use of superscripts; non-standard symbols or characters, such as asterisks; bullet points and ellipses; excessive or gimmicky use of numbers, symbols, or punctuation, such as f1owers, fl@wers, Flowers!!!, f*l*o*w*e*r*s, F.L.O.W.E.R.S, use of an exclamation mark or question mark two or more times in ad text
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.
Note: App titles and developer names are subject to this policy. You may need to change the name in the developer console to have your ads approved, or request a review to have the name approved.
Examples: Emoji, single-byte katakana
Learn how to fix a disapproved ad or asset.
The following is not allowed:
Examples: Excessive or gimmicky use of capitalization, such as the following: FLOWERS, FlOwErS, F.L.O.W.E.R.S
Note: In some circumstances, non-standard capitalization is allowed. For coupon codes, common abbreviations (such as "ASAP"), trademarks, brand names, and product names, you can request a review to see if non-standard capitalization can be eligible.
Learn how to fix a disapproved ad or asset.
The following is not allowed:
Note: This policy includes assets repeating text that already appears in ad text
Examples: Repeating the advertiser name, repeating the product name
Learn how to fix a disapproved ad or asset.
The following is not allowed:
Examples: "Sale,buy flowers"; "buyflowershere"
Examples: f l o w e r s, buyflowershere
Note: Some trademarked terms, brand names, or product names use non-standard spacing. If you want to use such names in your ads, you must first request a review and show that the non-standard terms appear consistently throughout your website or app.
Learn how to fix a disapproved ad or asset.
The following is not allowed:
Example: Adding "Call 1-800-123-4567" to the ad’s description
Note: If you want to encourage customers to call you, consider using call assets or call-only ads instead of putting the number in your ad text. If your company name is an actual phone number (such as "1-800-EXAMPLE"), request a review to see if you can use it in ad text.
Learn how to fix a disapproved ad or asset.
The following is not allowed:
Examples: Ads that don't contain promotional content; text ads missing a line of text; using the URL field as an additional line of text; animated ads that include a game or contest that people play in order to win prizes or other compensation; ads that encourage people to win a game or contest or claim prizes by clicking the ad; using a screenshot of a text ad to simulate an authentic text ad; making ValueTrack tags visible in ad text; uploaded custom HTML5 ads that have modified clickability
Note: Audio and video are acceptable, but the default setting must be "off" or paused.
Note: HTML5 ads can’t use "Tap Area" (in Google Web Designer) or Javascript Exitapi.exit() to modify clickability. Learn more about modified clickability.
Learn how to fix a disapproved ad or asset.
The following is not allowed:
Examples: Not including a product or company name or display URL in the ad; animated ads that do not clearly display identifying information such as a product or company name, logo, or display URL on the final static frame (after the animation has ceased); app ads that do not show the app name and download source in the creative or on the landing page
Learn how to fix a disapproved ad or asset.
Business name requirements
This policy is applicable to the ads formats that require a business name field.
The following is not allowed:
Examples (non-exhaustive): Using generic or location-based business names such as Mountain View Plumber, New York Taxi.
Example (non-exhaustive): "Buy Acme Shoes" or "Sale at Acme Home Services"
Given the wide variety of business names, there are special considerations for the following:
Domain-based business names: You can use your domain name as your business name, using appropriate spacing between words. For example, www.acmesolutions.com could be identified as "Acme Solutions" in the ad.
Resellers and authorized dealers: If you are an authorized reseller or dealer for a product or service, use appropriate qualifying language. For example, a car dealer of Acme vehicles in San Antonio could use the business name "Acme of San Antonio."
The following is not allowed:
Note: Mousing effects, such as graphics that react to mouse movement, are allowed as long as the movement is initiated by the user and stops after 5 seconds.
Learn how to fix a disapproved ad or asset.
The following is not allowed:
Learn how to fix a disapproved ad or asset.