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Discovery campaigns combine audience targeting features and visually engaging formats to help you better personalise your ads within Google's feeds to inspire customer action. This article outlines the requirements your Discovery ad assets (headline, description or image) must meet in order for your Discovery campaigns to serve.
Users visit the YouTube Home and Watch Next feeds, Google Discover* and the Gmail Promotions and Social tabs to browse and explore new content that aligns with their interests. To ensure that we provide a high-quality consumer ad experience on Google’s owned and operated services, Discovery ads must comply with all Google Ads and personalisation policies. In addition, we will review each Discovery ad asset for compliance with the Discovery ads requirements listed below, which will take priority in the event there is conflict with the Google Ads and personalisation policies.The Discovery ads requirements are more restrictive than the ads requirements for other platforms and services, meaning disapproved Discovery ad assets may continue to run on Google’s other owned and operated properties.
*Ads on Google Discover are currently unavailable for consumers in Australia, France and Germany.
Discovery ads requirements
Prohibited categoriesRegulated goods
Assets that depict or reference regulated goods or substances, including (but not limited to) recreational drugs, tobacco and alcohol.
Assets that depict or reference images of weapons or criminality, including (but not limited to) guns, firearms, ammunition, explosives, the sale of fireworks, knives, prison, criminals or arrests.
Allowed with limitations
- Assets that depict or reference the above prohibited categories in a scene from a fictional work of entertainment (video game, TV show, movie, etc.)
- Assets that depict or reference the above prohibited categories but not in a violent or criminal context, including (but not limited to) kitchen and utility knives, historical artefacts or Halloween costumes
Assets that depict or reference gambling-related content, including (but not limited to):
- Cash sweepstakes or cash giveaways
Assets that depict or reference:
- Sexually suggestive content
- Unnecessarily exposed body parts
- Bodily fluids
Assets that depict invasive medical procedures.
Assets that depict negative life events including (but not limited to):
- Divorce, breakups or family separation, home foreclosures, financial difficulties, accidents and personal injuries (non-exhaustive examples include sport, professional/work, medical and general accidents and injuries) or damage to objects or property (non-exhaustive examples include vandalism or destruction of personal property)
Assets that depict or reference natural or man-made crises.
Assets that depict or reference recovery from addiction including rehabilitation facilities and products that aid in recovery from addiction.
Assets that depict death or death-related content including but not limited to:
- A dead person or animal
- A funeral home, mortuary, cemetery, mausoleum
Assets that depict trauma or pain including (but not limited to) a person grieving or crying.
Allowed with limitations
- Assets that reference services for a funeral home, mortuary, cemetery, mausoleum or memorial services company, so long as they don’t depict any of the negative events listed above
- Assets that reference family and divorce services (law offices/counselling), so long as they don’t depict any of the negative events listed above
- Assets that reference insurance or event support services, so long as they don’t depict any of the negative events listed above
- Assets that depict or reference the negative events listed above in a scene from a fictional work of entertainment (video game, TV show, movie, etc.)
Dating-related prohibitions: specific demographic
Assets that depict or reference dating services, or matchmakers for a certain age group, ethnic group or nationality group.
Assets that feature visual elements that appear to be interactive or clickable.
Assets that make inaccurate statements or exaggerated claims, including (but not limited to) suggesting that people have searched for the user or have sent the user a message while advertising a dating site.
Selfie images are not allowed except for images related to relevant products and services, including (but not limited to) selfie sticks and photography.
Images that are blurry, unclear, unrecognisable.
Images that are visually skewed or warped in a way that makes the subject of the asset difficult to understand.
Images that are cropped in a way that makes the subject of the asset difficult to distinguish.
Assets containing obscene or offensive language, including (but not limited to) profanity and sexual innuendo.