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Display & Video 360 users must comply with this Google Ads policy. Visit the Display & Video 360 help centre for additional restrictions.
We expect all advertisers to comply with the local laws for any area their ads target, in addition to the standard Google Ads policies. We generally err on the side of caution in applying this policy because we don’t want to allow content of questionable legality.
Below you will find examples of country-specific legal requirements, but note that this is not an exhaustive list. Advertisers are expected to do their own research on the local regulations for any location their ads target. Learn about what happens if you violate our policies.
Please also note that certain countries, industries and trade associations have their own self-regulatory codes for advertising and marketing. You can find a list containing some of these codes here. Advertisers on Google should refer to these codes where relevant.
If we receive a valid legal request indicating that your ads infringe local law or applicable regulation or code of practice, we may disapprove them locally in the jurisdiction where they are illegal.
Legal requests to remove content can be submitted by any user or government entity to Google through the Legal Help Centre at g.co/legal.
As part of our efforts to remain transparent, a copy of each legal request we receive may be sent to the Lumen project for publication. Advertisers can find information on complaints made against their ads on Lumen by searching the relevant Ads URL.
Advertisers may also reach out to Google Ads Support if they have other questions about legal removal requests. We encourage advertisers to first resolve this matter directly with the claimant who submitted the legal notice.
Access our Transparency Report for additional data on the requests we receive from copyright owners and governments to remove information from our products.
Trade sanctions violation
Advertisers must comply with applicable sanctions and export regulations, including sanctions administered by the Office of Foreign Assets Control (OFAC), and agree to not cause Google to violate these regulations. You cannot use Google Ads for or on behalf of restricted entities or individuals. You cannot use Google Ads for or on behalf of entities or individuals located in sanctioned countries or regions.
In addition, Ads are not available to any entities or individuals that are restricted under applicable trade sanctions and export compliance laws. It is also not available to entities or individuals owned or controlled by, or acting for or on behalf of, such restricted entities or individuals.
The following is not allowed:
Ad campaigns that geographically target embargoed countries or territories
Note: Google must comply with sanctions imposed by OFAC. Entities and individuals who are restricted cannot create or use a Google Ads account or have Google Ads used on their behalf. People who are located in or ordinarily reside in embargoed countries or territories cannot create or use a Google Ads account. Currently, there are embargoes on Crimea, Cuba, so-called Donetsk People's Republic (DNR) and Luhansk People's Republic (LNR), Iran, North Korea and Syria.
Audiovisual Media Services Directive
For advertisers targeting their ads in the European Union and the UK, this may mean that you need to comply with the requirements of the Audiovisual Media Services Directive (AVMSD) in the form implemented in the targeted country. We have set out Article 9 of the Directive below for reference.
This is not an exhaustive list of local legal requirements in each country and advertisers are still responsible for researching and complying with local laws where your business operates, as well as in any region your ads target.
Article 9
1. Member States shall ensure that audiovisual commercial communications provided by media service providers under their jurisdiction comply with the following requirements:(a) audiovisual commercial communications shall be readily recognisable as such; surreptitious audiovisual commercial communication shall be prohibited;
(b) audiovisual commercial communications shall not use subliminal techniques;
(c) audiovisual commercial communications shall not:
(i) prejudice respect for human dignity;(d) all forms of audiovisual commercial communications for cigarettes and other tobacco products, as well as for electronic cigarettes and refill containers shall be prohibited;
(ii) include or promote any discrimination based on sex, race or ethnic origin, nationality, religion or belief, disability, age or sexual orientation;
(iii) encourage behaviour prejudicial to health or safety;
(iv) encourage behaviour grossly prejudicial to the protection of the environment;
(e) audiovisual commercial communications for alcoholic beverages shall not be aimed specifically at minors and shall not encourage immoderate consumption of such beverages;
(f) audiovisual commercial communications for medicinal products and medical treatment available only on prescription in the Member State within the jurisdiction of which the media service provider falls shall be prohibited;
(g) audiovisual commercial communications shall not cause physical, mental or moral detriment to minors; therefore, they shall not directly exhort minors to buy or hire a product or service by exploiting their inexperience or credulity, directly encourage them to persuade their parents or others to purchase the goods or services being advertised, exploit the special trust minors place in parents, teachers or other persons or unreasonably show minors in dangerous situations.
Local legal requirements
To see the type of local legal requirements that Google monitors in advertising, select a country from the menu below. Note that this is not an exhaustive list of local legal requirements or countries, and you are still responsible to research and comply with local laws where your business operates and in any region your ads target.
Australia
- abortion-inducing drugs
Bangladesh
- Infant food products
Belgium
- Radar detection products
Brazil
Some examples of what's allowed with limitations
- Cosmetics and perfumes
- Measuring instruments
- Medicines and herbal medicines
- Creatine, L-Carnitine or Carnitine, Polifenol de Alcachofra
- Unauthorised financial operators
- Unregistered businesses: Financial services businesses (such as banks) and telecommunication services must be registered with the proper local authority to advertise.
China
- Animal feed and feed additives
- Education and training
- Entertainment, including film, TV, music, DVDs, video games and related content
- Health foods
- Infant food products
- Medical devices
- Online games and puzzles
- Pesticides
- Property
- Religious content
- Seeds and plants: Includes crop seeds, tree seeds, grass seeds or aquatic shoots and cultures.
- Veterinary drugs
- Click packages
- Credit card cash back services
- Dating Sites
- Drug withdrawal treatment
- Game hacks
- Gender determination
- Political content: Google doesn't allow ads promoting names of state authorities or political personnel; criticism of the Communist Party or Government of PRC; Taiwan Independence; Hong Kong Democratic Party; or riot at Tiananmen Square to show in China.
- Private servers
- Satellite TV equipment
- Sexual products
- Surrogacy
- Superlative or comparative claims (such as "best", "#1," "better than", "faster than") even if such claims are supported by third-party verification
- Tobacco products: Google doesn't allow ads promoting the name, trademark, packaging or slogans of tobacco products to show in China.
France
- Paternity tests: Includes clinic-based testing services and at-home test kits.
- Radar detection products
- Scientology
Germany
- HIV test kits
- Radar detection products
- Scientology
- Secret paternity tests
Hong Kong
- Plastic surgery: Includes surgeries for sight, hearing, balance, skin disease, hair or scalp.
India
- Accounting services: Google allows ads promoting accounting services to show in India as long as they don't promote a particular accountant.
- Legal services: Google allows ads promoting legal services to show in India as long as they don't promote a particular lawyer.
- Medical services: Google allows ads promoting medical services to show in India as long as they don't promote a particular doctor or medical practitioner.
- Pre-natal gender determination (Supreme Court Order (PDF))
- Infant food products
- Prohibited medical services
Indonesia
- Religious content
- Credit card cash back services
- International bride services
- Political content: Google doesn't allow ads promoting political candidates or parties to show in Indonesia.
- Sexual products and accessories: Google doesn't allow ads promoting sexual products and accessories including vibrators, sex pumps, sex swings, dildos, oils, lubes and gels to show in Indonesia.
Italy
- HIV test kits
- "Morning after" pill
Japan
- Commodity futures: Companies that promote commodity futures will need to register with the Ministry of Economy, Trade and Industry. A valid registration number must be displayed on the website.
- Consumer finance and loans: Companies that promote consumer finance and loans must be a listed company. If the company isn't listed, Google will determine the permission to advertise. Also, sites that don't comply with the 'upper limit on interest' law won't be displayed.
- Credit cards: Companies that promote credit cards will need to register with the Consumer Credit Industry Association. A valid registration number must be displayed on the website.
- Dating services: Advertisers offering online dating services targeting Japan will be required to be certified by Google before they can advertise through Google Ads [apply for certification]. In addition, the ads must also include a warning display "18禁" or “18+”.
- Financial institutions: Companies that promote property, banks, securities, loan companies, investment advisory businesses, businesses that offer credit cards, account opening agency services, and affiliates for the above companies will need to register with the Financial Services Agency or other regulatory agencies. A valid registration number must be displayed on the website.
- Sexualised nudity: Google doesn't allow uncensored sexualised nudity in Japan. To be allowed, genitals must be obscured by a mosaic effect. These ads will be classified as Sexual Content.
- Black market financing
- Camera voyeurism
- Credit card cash-back services
- Emergency numbers (such as 000 for police or fire services)
- Mature and sexual content and services: Includes nude photos or videos on live communication services; telephone dating clubs, sex clubs and dial-a-porn; sexual dating sites and extramarital affair/dating services.
- Multi-level marketing
- Political content: Google doesn't allow ads promoting sites that are part of an election campaign to show in Japan.
- Premium-rate prefixes (such as 1300 or 1900)
Korea
- All financial-related businesses will need to obtain the legally required registrations, licences, permits or other similar approvals from the Financial Services Commission or other applicable regulatory agencies.
- Gaming currency
- Mature dating and job search services: Includes adult job searching sites, sexual encounter dating or sexual theme dating sites and chatting sites.
- Military equipment
- Sexual aids: Includes sex toys and sexual enhancement pills.
- Unregistered mobile phones
Luxembourg
- Radar detection products
Malaysia
- International bride services
- Solicitation of funds by investment-related companies
Mexico
- Dietetic Products
Pakistan
- Infant food products
- Medical services: Google allows the promotion of medical services in Pakistan as long as ads don't promote a particular doctor or medical practitioner.
Peru
- Political advertising during electoral silence periods
Philippines
- International bride services
Poland
- Radar detection products
Russia
- Baby food for children under one year old and breast milk supplements: Ads for these products must include the mandatory text, "Проконсультируйтесь со специалистом. Для детей с [укажите число] месяцев,"
- Biologically active additives (BAAs): Ads for these products must include the disclaimer, "Не является лекарством".
- Brokering, investment services and securities: Companies that promote brokering, securities, clearing services, asset management, trust management or investment advisory providers must be licensed. A valid licence number must be displayed on the landing page. Every ad must include the name or the registered title of the licensed financial services provider.
- Credit institutions: Companies that promote credit services, including bank deposits, bank accounts and transfers, deposits of precious metals, encashment, cash servicing, exchange operations, bank guarantees, e-money operations, e-wallet and other related services. Also includes businesses that offer credit cards and affiliates for the above. Companies promoting this content will need to be registered and/or licensed with the relevant authority. A valid licence/registration number must be displayed on the landing page. Every ad must include the name or the registered title of the licensed/registered financial services provider.
- Dietary supplements: Dietary supplements promoted in Russia must be registered in accordance with the law.
- Forex and currency exchange: Companies that promote FX (foreign exchange) and Forex services need to be licensed and/or registered with the relevant Russian authority. Companies that promote currency exchange (bureau de change) services will also need to be licensed and/or registered with the relevant Russian authority. A valid licence/registration number must be displayed on the landing page. Every ad must include the name or the registered title of the licensed financial services provider.
- Insurance services: Companies that promote insurance services need to be licensed. A valid licence number must be displayed on the landing page. Every ad must include the name or the registered title of the licensed financial services provider.
- Leasing, agency in factoring: Companies that promote leasing services need to be registered. A valid registration number must be displayed on the landing page. Every ad must include the name or the registered title of the licensed financial services provider.
- Loans, microloans, and mortgage services: Companies that promote property loans and mortgage services need to be registered and/or licensed with the relevant authority. A valid licence/registration number must be displayed on the landing page. Every ad must include the name or the registered title of the licensed/registered financial services provider.
- Information products: Ads for information products must contain an age rating: for example, 18+, 16+, 12+, 6+ or 0+. The age rating must be clearly visible in the ad or appear in the ad text. Information products include books and other printed or digital media, films and other audiovisual content, music, software, games, shows, performances, concerts, mobile applications and any other products or events that may include information that's age restricted in Russia.
- Cigarette lighters
- Ethyl alcohol
- Financial spread betting: Google doesn't allow ads or landing pages targeting Russia that promote CFDs, binary options, speculation on the future prices of currencies, shares or commodities.
- Fundraising for participatory construction and Housing Saving Cooperative Individuals’ Funds (ЖСК)
- Information products with no age rating
- Medical devices: Includes medical devices, medical tools and products that require special training.
- Medical services, including those related to artificial interruption of pregnancy (Learn more)
- Saponin derived from the northern deer (antlers and endocrine raw)
- Virtual currencies
Singapore
- Moneylender services: Advertisers offering Moneylender services will not be allowed. This restriction also applies to agencies, affiliates and comparison sites, but does not apply to loans from banks or other financial institutions, registered credit societies, licensed pawnbrokers or advertisers lending money to accredited investors for securities/futures or as investment trusts.
Spain
Some examples of what's not allowed
- Dietetic products: In Spain, Google doesn't allow ads, websites or apps that promote weight-loss related products if they claim medicinal properties, promise specific results, or use endorsements by individuals, celebrities or organisations.
- HIV test kits
- "Morning after" pill
- Weight-loss medical procedures
Switzerland
- Radar detection products
Taiwan
An example of what's allowed with limitations
- Immigration services: Google allows the promotion of immigration services as long as the service is registered with the proper local authorities.
- International bride services
Turkey
- Unregistered dietary supplements
United Kingdom
- Teeth whitening products: In the United Kingdom, Google doesn't allow teeth whitening products that contain more than 0.1% hydrogen peroxide or chemicals that emit hydrogen peroxide (unless these products contain 6% or less hydrogen peroxide or chemicals that emit hydrogen peroxide and are first used on a consumer by a dental practitioner in compliance with local laws).
- Secret paternity tests
Australia
- Vehicle service contracts: Vehicle service contracts are purchased by consumers to cover the costs associated with vehicle repair after a manufacturer's warranty has expired. Google allows ads for vehicle service contracts if manufacturers or auto brands are mentioned in the ad or on the landing page, and the landing page must clarify affiliation/non-affiliation with those manufacturers or car brands.
- Canadian online pharmacy ads: Google doesn't allow Canadian online pharmacy ads to target customers in the United States.
- Government grant and stimulus-related promotions
- Sale of contact lenses without prescription
Vietnam
- Religious content
- International bride services
- Political content: Including political candidates and parties.
Some examples of what's not allowedTroubleshooter: Local legal requirements
- Read the country-specific policies to see examples of local laws that you need to follow in order to run ads in those locations. Note that the list is not exhaustive, so we urge you to do your own research on advertising practices for the places where your business operates and where your ads are showing. Here are some common areas to research:
Business or product registration: If required for your location, make sure that your business or product is registered with a local authority in order to be eligible to advertise
Regulated products and services: Find out about any restrictions that may apply to your products or services depending on where in the world you advertise or sell them.
- Target a different location. If your ad meets the basic policy requirements but not those for the countries that your campaign targets, you can choose to edit your location targeting to run your ads somewhere else where they do meet our requirements. Once you target your campaign only to acceptable locations, please request a review of your disapproved ads and we'll check if they can start running:
- Fix the ad’s destination. Remove any content that doesn’t comply with local laws and regulations. If you can’t fix the ad’s destination, update the ad with a new destination that complies with this policy.
- 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.
Most ads are reviewed within one working day, though some can take longer if they need a more complex review.
If you are unable 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.