Display & Video 360 users must comply with this Google Ads policy. Visit the Display & Video 360 help centre for additional restrictions.
Ads should respect user preferences and comply with legal regulations, so we don’t allow certain kinds of adult content in ads and destinations. Some kinds of adult-oriented ads and destinations are allowed if they comply with the policies below and don’t target minors, but they will only show in limited scenarios based on user search queries, user age, and local laws where the ad is being served.
Learn about what happens if you violate our policies.
Adult
The following is allowed only under certain conditions:
Promotion of dating when motivated by sexual encounters
Examples: 'Swinger' sites, 'hook-up' or 'fling' dating
Examples: Visible genitalia, nipples or buttocks; sexual body parts that are blurred or censored
Mature audience
The following is allowed only under certain conditions:
Examples: Strip clubs, adult parties, adult movie festivals
Examples: Sex toys, lubricants, aphrodisiacs, sexual enhancers
Examples: Affair dating
Examples: Lewd or sexual language, non-explicit erotic magazines
Examples: Arched back, legs spread open or hands on covered genitalia; focus on image of covered genitalia or breasts; mimicking sex positions; drawings of sex positions
Examples: Breast augmentation, cosmetic or reconstructive vaginal surgery
Country restrictions
 Countries that don’t allow Adult or Non-family safe ads |
 Countries that don't allow Adult ads |
Algeria |
China |
In addition to the requirements above, your ads must comply with local laws governing adult content in the regions your campaigns target. See the complete list of country-specific requirements for more information about restrictions in the countries that you want to target.
Effect of the policy
If your ad meets the requirements above and is eligible, here are details of how it can run.
| Ad platform | |
|---|---|
 Can run Adult and Non-family safe ads:
Google Ads and AdWords Express |
Cannot run any adult content:
AdMob |
| Ad Network | |
|---|---|
| Google Search: Adult content ads can show on Google and our Search Network. However, if someone has enabled the SafeSearch feature, they will not see this type of ad. |
Display Network & Google Ad Manager Network: Adult content ads are not allowed to run on these partner sites. |
| Ad Formats |
|---|
Acceptable ad formats can vary depending on factors such as the platform you're using, the status of your ad and whether a publisher or partner has opted to show such ads. The Personalised advertising policy also applies to all personalized ads. Here are some typical examples, though they may vary: Cannot promote adult content:
App ads and App extensions |