Other restricted businesses

Display & Video 360 users must comply with this Google Ads policy. Visit the Display & Video 360 help centre for additional restrictions.

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, regulators 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 limit or stop related ads from running.

Below are some examples of what to avoid in your ads. Repeated violations of our policies can lead to account suspension. 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.

Solicitation of funds

Not allowed Soliciting funds or donations is only allowed on behalf of a politician, political party or tax-exempt charity when the tax exempt status, charity or tax exemption number is clearly stated on the ad's destination.

Troubleshooter: Solicitation of funds
  1. Check the ad and its destination to see where important information about your tax exempt status might be missing.

    If your ad or landing page solicits donations that are tax-exempt, please clearly indicate your tax-exempt status on your landing page or donation page, including your charity number. For example, in the United States, 501(c)(3) or 501(c)(4) status is an indicator of the required tax-exempt status.

  2. Fix the ad’s destination. Add any required information. If you can’t fix the ad’s destination, update the ad with a new destination that complies with this policy.

  3. Edit the ad. Add any required information. 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 1 working day, though some can take longer if they need a more complex review.

Free desktop software

Not allowed Ads for free desktop software must include the name of the specific software being advertised and lead to the authoritative online distribution source for the software.

Examples (non-exhaustive): 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 information to download; free trials; freeware; shareware; freemium software; demos that offer downloadable content
 
Note: The authoritative online distribution source must not have a history or reputation of policy violations.

 

Troubleshooter: Free desktop software
  1. If you are the publisher of the specific software that you want to advertise, register your site as the authoritative online distribution source. If we determine that your site is the authoritative online distribution source, we can approve your disapproved ads.
  2. Change the ad’s destination. If a different site is already registered as the authoritative online distribution source for your software, edit your ad so 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 working 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 repeated policy violations. Learn more about suspended accounts.

Local services

Ads for locksmith services are restricted in the United States of America and Canada. Ads for garage door repair services are restricted in the United States of America. To advertise, 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 (non-exhaustive): 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 organisations that help protect consumers. Examples of organisations that issue consumer advisories are the Federal Trade Commission (US), the Consumer Affairs Agency (Japan) and other regional agencies that help protect consumers' interests. Consumer advisory organisations may be government agencies, 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.

 

Government documents and official services

The following is not allowed:

Not allowed Promotions for documents and/or services that facilitate the acquisition, renewal, replacement or lookup of official documents or information that are available directly from a government or government-delegated provider.

Examples (non-exhaustive): Passports and other forms of national ID; proof of permanent residency; proof of immigration status/registration; driving licences; travel documents like visas and Electronic Travel Authorisations (ETAs); social security cards; hunting or fishing licences; gun licences or registration; and documents or information derived from official registries like birth certificates, marriage certificates and military records
 

Not allowed Promotions for assistance with applying or paying for official services that are directly available via a government or government-delegated provider.

Examples (non-exhaustive): Assistance with applying for government appointments or benefits; assistance with requesting an official change of address, an official name change, unclaimed money or a mail hold; and assistance with paying transportation fees, such as bridge tolls or congestion charges

Services that are not restricted by this policy

The following professional services are not restricted by this policy: Tax preparation services, legal services, business-to-business (B2B)/enterprise services, immigration lawyers or immigration consultants where the focus is on consultation and not mere assistance in acquiring particular travel documents or official services.

If you are a government or delegated provider, this advertising restriction does not apply to you. A delegated provider is defined as a company that has been officially entrusted or assigned by the original provider (the Government) to provide certain products or services on their behalf that are either usually executed or had previously been done by the Government itself. Delegated providers do not include entities that are authorised providers or resellers. If you are a government or delegated provider and you believe this policy has been improperly applied to you, please contact us here.

Call directory, forwarding and recording services

The following is not allowed:

Not allowed Promotions for call directory, forwarding and recording services.

Examples (non-exhaustive): Call directory, call forwarding and call recording services. These services usually involve calling a phone number to obtain another phone number (or business information such as address) or to be connected to another service.

Event ticket sale

Not allowed Live 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 live event 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 live 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 that offer to act as surety in order to secure bail for a defendant.

Examples (non-exhaustive): 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): Technical support for troubleshooting, security, virus removal, Internet connectivity, online accounts (for example, password resets or login support), hardware support and repairs 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.

High fat sugar salt food and beverage ads

We support responsible advertising of food and drinks. HFSS F&B ads and destination sites are allowed if they comply with the policies below and don’t target minors. The information reflected in this policy is not intended to be legal advice and we expect all advertisers to comply with the local laws for any region that their ads target, including local requirements that may differ from this HFSS F&B policy. 

Advertisers are required to self-declare that they are using an account to run HFSS F&B campaigns; all the creatives within that account will be subject to the HFSS F&B policy restrictions. In order to self-declare, please use the form here.

We consider ads to be promoting the sale of HFSS products when one or more HFSS food item, drink or meal is promoted on the ad creative (text, imagery, audio and/or video) or destination site. 

Below are some examples of F&B products (non-exhaustive) that are considered HFSS, unless the ad creative or destination site contains nutritional information indicating that the products are within the allowed threshold for FSS and serving size/calories, or on successful appeal by the advertiser. For the complete nutritional thresholds for HFSS F&B products, please see the table below.

These are some examples of HFSS F&B: 
  • Sweetened beverages (soda, water, juice, coffee, tea or sport drinks with added sugar or other caloric sweeteners), energy drinks
  • Doughnuts, cakes, sweet biscuits, pastries, croissants, sweet bakery treats
  • Fruits canned in syrup, dried fruit with added sugar
  • Chocolate nut spreads, trail mix or nut bars with chocolate or candy, nuts coated in candy or honey
  • Milkshakes 
  • Pork and beef sausage/hot dogs, salami, prosciutto, bacon, fried meats, fried fish
  • Pizza, hamburger meals with chips, fried food (such as jalapeno bites)
  • Lollies, chocolate, sweets, sugar confections, gummy snacks, ice cream, marshmallows
  • Butter, salt, caloric sweeteners (e.g. maple syrup, agave, honey, sugar), coconut oil
Examples of ads outside the scope of this policy:
  • Ads or destination sites that include only text, imagery, audio and/or video, etc. of foods, drinks and meals that are not HFSS. Examples of non-HFSS F&B include (non-exhaustive): 100% juice; plain bottled water; carbonated water and flavoured water with no added sugar or sweeteners; beverages containing ONLY water and 100% juice (e.g. diluted juice); unsweetened coffee and tea; skimmed or non-fat plain milk; grains with no added ingredients; plain fresh or frozen fruits and vegetables; dry beans and lentils; fruit canned in water or 100% juice; plain nuts and seeds; nuts and dried fruit with no added salt or sugar; low or non-fat plain yoghurt with no added sugar; plain fish, poultry, eggs or meat (no added salt, fat, sugar); plain flours; baking soda; baking powder; olive oil; canola oil
  • Food or drinks company ads or destination sites that do not include text, imagery, audio and/or video, etc. of any HFSS foods and drinks, such as:
  • Brand logo or company name depicted in a sponsorship or charity situation, i.e. 'Sponsored by or brought to you by [company name]'
  • Restaurant locator websites
  • Restaurant review websites
  • Restaurant delivery services
  • Ads or destination sites that feature one or more HFSS F&B products in order to promote a product or service that is not related to F&B, such as: 
  • A trailer for a baking show
  • A tourism advertisement 
  • Ads for kitchen cleaning supplies
  • Ads or destination sites that feature one or more HFSS F&B products in order to promote a public service announcement message on healthy diets and eating. 

Effect of the policy

This policy update will apply to all HFSS F&B ads serving in the UK and EU on the Google Display Network and YouTube. Ads within accounts that are self-declared as HFSS F&B and have received the HFSS label will only serve to users with a declared age of 18 and above.

What happens if you violate our policies

  • If we become aware that you have run an ad for an HFSS F&B product (or for a product whose HFSS status cannot be confirmed due to lack of nutritional information) except in an HFSS F&B self-declared account, you will receive a notification that the ad has been restricted from serving to minors in the UK and EU as described above. If you would like to appeal the decision, you must make revisions or submit nutritional information to us to substantiate your position.
  • Ads and extensions that violate this policy may be disapproved. A disapproved ad will be restricted until the policy violation is fixed and the ad is approved.

How to fix a violation

  • If you have received notice that one or more of your advertisements have violated the HFSS F&B policy, please visit the help page and ensure that all products you are advertising through your ads and destination sites are within the nutrient guidelines.
  • If you would like to advertise products that contain HFSS, Google requires that you self-declare that they are in scope for HFSS F&B.
  • If you want only a subset of ads to be restricted, you are required to create a separate account and self-declare that account for HFSS F&B.
  • If you believe that your ads have incorrectly been labelled as HFSS F&B, please submit an appeal with nutritional information to confirm that the ads are out of scope of HFSS F&B.

Please review this policy to determine whether or not any of your ads fall in scope of this policy and if so, self-declare those ads here.

Need help?

Google HFSS F&B Nutritional profile

Nutrient levels are applied on a 100-gram and per-serving basis for global applicability and to reflect common labelled serving sizes and calorie levels for meal and meal components. If the serving size of your advertised food or drink does not closely match the listed serving size (LSS), please evaluate your product using the per-100 gram criteria.

 

Food and drink

Per

Sat. fat (g)

Sodium (mg)

Total sugar (g)

Added sugar (g)

Calories

Drinks

           

All drinks except milk

LSS (est. 8 oz)

N/A

105 mg

N/A

0

N/A

100 g

N/A

46 mg

0

             

Grains/breads

           

Bread, bread products, noodles, rice, grains, pancakes

LSS (est. 100 g)

2

360

10

N/A

N/A

100 g

2

360

10

             

Breakfast cereals

LSS (est. 30 g)

1.5

250

6.75

N/A

N/A

100 g

5

625

22.5

             

Fruits, vegetables and legumes

           

Processed fruit, vegetables and legumes

LSS (est. 90 g)

2

350

N/A

0

N/A

100 g

2.2

390

0

             

Nuts and seeds

           

Nuts and seeds

LSS (est. 30 g)

3.5

130

4

N/A

N/A

100 g

12

430

13

             

Dairy

           

Milk and milk alternatives

LSS (est. 8 oz/245 g)

5

200

22

N/A

N/A

100 g

3

82

9

             

Cheese and cheese products

LSS (est. 30 g)

3

228

N/A

N/A

N/A

100 g

10

760

             

Yoghurt and yoghurt-type products

LSS (est. 170 g)

5

136

19

N/A

N/A

100 g

3

80

11.5

             

Meat, fish, egg, poultry and meat replacements

           

Processed meat, poultry, fish, eggs and alternatives

LSS (est. 50 g)

2

335

N/A

N/A

N/A

100 g

4

670

             

Meals and meal components

           

Ready-made dishes and appetisers

<315 calories (est. 140 g)

5

545

14

N/A

315

100 g

4

390

10

225

             

Complete meal

<510 calories (est. 300 g)

6.6

660

18

N/A

510

100 g

2.2

220

6

200

             

Snacks and treats

           

Snacks and treats

<150 calories (est. 30 g)

1.5

120

6.75

N/A

150

100 g

5

400

22.5

500

             

Sauces, condiments and culinary ingredients

           

Sauces, condiments and culinary ingredients

LSS (est. 30 g)

2

135

1.5

N/A

N/A

100 g

6.6

450

4.9

             

 

Need help?

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