Other restricted businesses

We restrict certain kinds of businesses from advertising with us to prevent users from being exploited, even if individual businesses appear to comply with our other policies. Based on our own continuous reviews, and feedback from users and consumer protection authorities, we occasionally identify products or services that are prone to abuse. If we feel that certain kinds of businesses pose an unreasonable risk to user safety or user experience, then we may take a conservative position and limit or stop related ads from running.

Below are some examples of what to avoid in your ads. Learn about what happens if you violate our policies.

Solicitation of funds

Not allowed Soliciting funds or donations is only allowed on behalf of a politician, political party, or tax-exempt charity.

Note: The ad’s destination must clearly state whether donations are tax-exempt or not.
Learn how to fix a disapproved ad or extension

Free desktop software


Not allowed Ads for free desktop software are only allowed if the ad includes the name of the specific software being advertised and leads to the authoritative online distribution source for the software.

Examples: Executable files (such as .exe, .dmg, zipped files, extensions, plug-ins, add-ons, desktop applications) that can run on desktop computers, laptops, or notebooks and do not require payment info to download; free trials; freeware; shareware; freemium software; demos that offer downloadable content
Note: The authoritative source must not have a history or reputation of policy violations.


Troubleshooter: Unsupported business
  1. Register your site as the authoritative distribution source if you are the publisher of the specific software that you want to advertise. If we determine that your site is the authoritative source, we can approve your disapproved ads.
  2. Change the ad’s destination. If a different site is already registered as the authoritative distribution source for your software, edit your ad so that the final URL points to the approved destination.

Once you edit and save your ad, it's sent for review. Most ads are reviewed within 1 business day, though some can take longer if they need a more complex review.

If you aren't able to fix these violations or choose not to, remove your ad to help prevent your account from becoming suspended in the future for having too many disapproved ads. 

Local services

As part of a limited beta, ads for locksmith and garage door repair services are restricted in specific areas. To advertise in these areas, you must apply for advanced verification. Learn more about advanced verification.

Ads for local services will still be able to run outside of restricted areas, even if the business hasn’t completed verification.

Consumer advisories

For business areas where consumer advisories are common, Google may limit how ads about those products and services are served.

Example: Penny auctions (Google Ads will only show penny auction ads if the phrase "penny auction" or similar terms are included in the user's query. On the Google Display Network, these ads will be shown only on sites related to auctions.)

What is a consumer advisory?

Consumer advisories are alerts that provide information about the risks and benefits of certain products and services. These alerts are typically distributed by organizations that help protect consumers. Examples of organizations that issue consumer advisories are the Federal Trade Commission (US), the Office of Fair Trading (UK), the Consumer Affairs Agency (Japan), and other regional agencies that help protect consumers' interests. Consumer advisory organizations may be regulated by the government, but they may also be run by third-party consumer advocacy groups.

How do consumer advisories affect ads?

If a consumer advisory is issued about a certain product in one country, Google may change how ads about that product are served globally. This allows users to still see ads related to these kinds of products when specifically searching for them, but protects other users who might be unaware of the consumer concerns about similar products.

Sale of free items

The following is not allowed:

Not allowed Charging for products or services where the primary offering is available from a government or public source for free or at a lower price

Examples (non-exhaustive list): Services for passport or driving license applications; health insurance applications; documents from official registries, such as birth certificates, marriage certificates, or company registrations; exam results; tax calculators; paid for directory/call forwarding/call recording services advertising contact numbers for unaffiliated businesses (in ads and/or keyword content) as opposed to their directory services/call forwarding services

Note: You can bundle something free with another product or service that you provide. For example, a TV provider can bundle publicly available content with paid content, or a travel agency can bundle a visa application with a holiday package. But the free product or service can’t be advertised as the primary offering.

Learn how to fix a disapproved ad or extension

Troubleshooter: Paid-for call directory services

When considering whether ads for a paid-for call directory service comply with the Sale of Free Items policy, we take the following into account:

  • Whether your keyword content relates to unaffiliated businesses and/or government services (e.g. your ad may be disapproved if you use keywords like “social security,” “pension services,” or company names/branded keywords);

  • Whether your ad text claims to be the call center for a government service and/or unaffiliated business instead of a paid-for call directory service; 

  • Whether your landing page is designed to mimic the website of an unaffiliated business and/or government service, to disguise that the service provided is a call directory/call forwarding service.

If, however, you use keywords like “telephone directory service,” and your ad is clear as to the nature and cost of your service, and otherwise complies with all Google Ads policies, you may advertise your service through Google Ads.

If we find that an ad is not complying with this rule, we will disapprove the ad and it will not be allowed to run. You will receive an email informing you that your ad has been disapproved and which policy violation caused the disapproval. If we see continued violations of this policy, this could result in you no longer being able to show ads on an associated landing page/account.

Most ads are reviewed within 1 business day, though some can take longer if they need a more complex review. If you aren't able 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.

Event ticket sale

Not allowed Event ticket sellers are allowed to advertise if they have been certified by Google. Note that if you sell or link to sites that sell resale tickets, you’ll need to meet certain destination requirements in order to be certified.

Event ticket resale ad requirements

The following is not allowed:

Not allowed Ads, run by event ticket sellers who sell or link to resale tickets, that don’t comply with applicable ad requirements

Bail bond services

The following is not allowed:

Not allowed Advertising of bail bonds services

Examples: Commercial bail bond agents, bail bonds financing services, bounty hunters, bail bondsmen, immigration bail services, detention bail services

Third-party consumer technical support

The following is not allowed:
Not allowed Technical support by third-party providers for consumer technology products and online services
Examples (non-exhaustive list): Technical support for troubleshooting, security, virus removal, internet connectivity, online accounts (for example, password resets or login support), or software installation
Note: We allow advertising for the sale of consumer technology where the landing page might contain navigational features related to technical support.

Need help?

If you have questions about our policies, let us know: Contact Google Ads Support
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