Editorial

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

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


Business name requirements

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

The following is not allowed:

red x mark Providing a business name that is anything other than the domain, the recognised name of the advertiser or the promoted downloadable app

red x mark Using promotional language in the business name field

Violations of this policy won't lead to immediate account suspension without prior warning. A warning will be issued, at least seven days, prior to any suspension of your account. Learn more about suspended accounts.

Learn more about the Business name requirements policy.
 


Capitalisation

The following is not allowed:

red x markCapitalisation that is not used correctly or for its intended purpose

Violations of this policy won't lead to immediate account suspension without prior warning. A warning will be issued, at least seven days, prior to any suspension of your account. Learn more about suspended accounts.

Learn more about the Capitalisation policy.


Image quality

 

The following is not allowed:

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

red x mark Images that are blurry, unclear, unrecognizable, or contain illegible text

red x mark Strobing, flashing, or otherwise distracting images

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

Violations of this policy won't lead to immediate account suspension without prior warning. A warning will be issued, at least seven days, prior to any suspension of your account. Learn more about suspended accounts.

Learn more about the Image quality policy. 


Misuse of ad features

The following is not allowed:

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

Violations of this policy won't lead to immediate account suspension without prior warning. A warning will be issued, at least seven days, prior to any suspension of your account. Learn more about suspended accounts.

Learn more about the Misuse of ad features policy.


Phone number in ad text

The following is not allowed:

red x mark Entering a phone number in ad text

Violations of this policy won't lead to immediate account suspension without prior warning. A warning will be issued, at least seven days, prior to any suspension of your account. Learn more about suspended accounts.

Learn more about the Phone number in ad text policy.


Punctuation and symbols

The following is not allowed:

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

red x mark Invalid or unsupported characters

Violations of this policy won't lead to immediate account suspension without prior warning. A warning will be issued, at least seven days, prior to any suspension of your account. Learn more about suspended accounts.

Learn more about the Punctuation and symbols policy.


Repetition

The following is not allowed:

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

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

Violations of this policy won't lead to immediate account suspension without prior warning. A warning will be issued, at least seven days, prior to any suspension of your account. Learn more about suspended accounts.

Learn more about the Repetition policy. 


Style and spelling

The following is not allowed:

red x markAds or assets that do not use commonly accepted spelling or grammar

red x mark Ads or assets that are incomprehensible or don’t make sense

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

red x mark Ads or assets that are inconsistent with the clear and informational presentation style of the Google search results

Violations of this policy won't lead to immediate account suspension without prior warning. A warning will be issued, at least seven days, prior to any suspension of your account. Learn more about suspended accounts.

Learn more about the Style and spelling policy.


Unacceptable spacing

The following is not allowed:

red x mark Omitting a space or adding extra spaces

red x mark Excessive or gimmicky use of spacing

Violations of this policy won't lead to immediate account suspension without prior warning. A warning will be issued, at least seven days, prior to any suspension of your account. Learn more about suspended accounts.

Learn more about the Unacceptable spacing policy.


Unidentified business

The following is not allowed:

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

Violations of this policy won't lead to immediate account suspension without prior warning. A warning will be issued, at least seven days, prior to any suspension of your account. Learn more about suspended accounts.

Learn more about the Unidentified business policy.


Video quality

The following is not allowed:

red x mark Videos with illegible text, poor sound quality or blurry, unclear or unrecognisable visuals

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

Violations of this policy won't lead to immediate account suspension without prior warning. A warning will be issued, at least seven days, prior to any suspension of your account. Learn more about suspended accounts.

Learn more about the Video quality policy.


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