In July 2020, Google will update the Misrepresentation Policy to introduce the ‘Clickbait Ads’ policy. This policy covers advertisement which uses sensationalist or clickbait text or imagery which intend to drive traffic to the Ad through pressurising the viewer to take immediate action in order to understand the full context of the Ad. With this policy launch the following will not be allowed:
The following is not allowed:Ads that use clickbait tactics or sensationalist text or imagery to drive traffic
Examples (non-exhaustive): Ads that claim to reveal secrets, scandals or other sensationalist information about the product or service being advertised; ads which use clickbait messaging such as ‘‘Click here to find out”, “You won’t believe what happened” or phrases synonymous or similar to encourage the user to click on the Ad in order to understand the full context of the ad; ads which use clearly altered zoomed in body parts, mugshots, or real life accident or disaster photos to promote a product or a service; or ads which use “before and after” images to promote significant alterations to the human body
Ads that use negative life events such as death, accidents, illness, arrests or bankruptcy to induce fear, guilt or other strong negative emotions to pressure the viewer to take immediate action.
Examples (non-exhaustive): Ads that pressure the user to purchase, subscribe to or stop consuming a product or service in order to avoid harm; ads which use depictions of severe distress, pain, fear or shock to promote a product or service.
(Posted June 2020)