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.
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
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.
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.
- Edit the ad. Add any required information. If your ad already complies with the policy but you have 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.
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
- If you're 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.
- 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 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 one 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.
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.
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 isn't 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); national insurance 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
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 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 that this policy has been improperly applied to you, please contact us here.
The following is 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.
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.
The following is not allowed:
Ads, run by live event ticket sellers who sell or link to resale tickets, that don’t comply with applicable ad requirements.
The following is not allowed:
Advertising of bail bonds services, which 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
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 installationNote: We allow advertising for the sale of consumer technology where the landing page might contain navigational features related to technical support.