Update to Other restricted businesses policy (October 2020)

 

In October 2020, the Google Ads Other restricted businesses policy will be updated to restrict the serving of High Fat Sugar Salt (HFSS) Food and/or Non-Alcoholic Beverages (F&B) advertising for minors in the United Kingdom and European Union as described below. We will begin enforcing the policy on October 6.

We support responsible advertising of food and beverages. 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 their ads target, including local requirements that may differ from this HFSS F&B policy. 

Advertisers will be required to self-declare that they are using an account to run HFSS F&B campaigns, and 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, beverage, 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 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 bar 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 fries, fried food (such as jalapeno poppers)
  • Candy, 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, beverages, and meals that are not HFSS. Examples of non-HFSS F&B include (non-exhaustive): 100% juice; plain bottled water; carbonated water and flavored water with no added sugar or sweeteners; beverages containing ONLY water and 100% juice (e.g., diluted juice); unsweetened coffee and tea; low 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 yogurt 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 beverage company ads or destination sites that do not include text, imagery, audio, and/or video, etc. of any HFSS foods and beverages, 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, 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, to promote a PSA 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) outside of 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 your ads have incorrectly been labeled 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 before October 6 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 labeled serving sizes and calorie levels for meal and meal components. If the serving size of your advertised food or beverage does not closely match the listed serving size (LSS), please evaluate your product using the per 100-gram criteria.

 

Food and Beverage

PER

Sat fat (g)

Sodium (mg)

Total sugar (g)

Added sugar (g)

Calories

Beverages

           

All beverages 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 100g)

2

360

10

N/A

N/A

100 g

2

360

10

             

Breakfast cereals

LSS (est 30g)

1.5

250

6.75

N/A

N/A

100 g

5

625

22.5

             

Fruits, vegetables & legumes

           

Processed fruit, vegetables & legumes

LSS (est 90g)

2

350

N/A

0

N/A

100 g

2.2

390

0

             

Nuts & seeds

           

Nuts & seeds

LSS (est 30g)

3.5

130

4

N/A

N/A

100 g

12

430

13

             

Dairy

           

Milks & milk alternatives

LSS (est 8 oz/245 g)

5

200

22

N/A

N/A

100 g

3

82

9

             

Cheese & cheese products

LSS (est 30 g)

3

228

N/A

N/A

N/A

100 g

10

760

             

Yogurt & yogurt-type products

LSS (est 170 g)

5

136

19

N/A

N/A

100 g

3

80

11.5

             

Meat, fish, egg, poultry & meat replacements

           

Processed meat, poultry, fish, eggs and alternatives

LSS (est 50g)

2

335

N/A

N/A

N/A

100 g

4

670

             

Meals & meal components

           

Ready-made dishes & appetizers

<315 calories (est 140 grams)

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 & treats

           

Snacks & treats

<150 calories (est 30g)

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 30g)

2

135

1.5

N/A

N/A

100 g

6.6

450

4.9

             

 

(Posted August, 2020)

 

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