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Approved (limited): Definition

A status given to ads that comply with our policies but are limited in where and when they can show.

An ad can be marked "Approved (limited)" based on the specifications of our advertising policies and local legal requirements, such as those allowing certain types of ads to show only in certain regions, only to certain ages, or only on certain devices.


Here are common reasons why an ad might be "Approved (limited)":

  • Mobile rendering issues
    If your site doesn't display properly on mobile, your ad will be marked "Approved (limited)" and won't show your ad to users on a mobile device. However, your ad can still appear as usual to non-mobile users. To fix these issues, remove any Flash, large images, or other rendering issues from your website, or create a mobile-specific website. Make sure to configure your website correctly so that it's visible when AdWords attempts to visit the mobile version of your site.
  • Trademarks
    If your ad complies with our Resellers and informational sites policy, it will be eligible to use the trademark in ad text within these regions. Changes to your landing page content can affect compliance with this policy. As another example, if your ad targets a region where the trademark owner doesn't have a complaint on file, it may be eligible to run within that region only. Updates to the regions within a complaint on file may affect where your ad is able to show. If you want your ad to appear in other regions, you can remove the trademark from your ad text, or contact the trademark owner to request authorization.
  • Alcohol / Gambling / Healthcare, prescription drugs, and related content
    When these types of ads meet our policy requirements, they can be shown only in countries that allow ads for that specific product or service. For example, a certain alcohol-related ad might be able to appear to people in the U.S. but not to people in China. Where your ad can appear will vary, so read the policy to see what restrictions there are for the countries that your ad campaign targets.
  • Consumer advisories
    If a consumer advisory is issued about a certain product in one country, Google may change how ads about that product are shown.
  • High APR personal loans
    In the United States, we do not allow ads for personal loans if the Annual Percentage Rate (APR) is 36% or higher. Ads promoting such personal loans won’t serve in the United States. Advertisers for personal loans in the United States must display their maximum APR, calculated as outlined in the Truth in Lending Act (TILA). We define personal loans as lending money from one individual, organization, or entity to an individual consumer on a nonrecurring basis, not for the purpose of financing purchase of a fixed asset or education.
How to find out why your ad is marked "Approved (limited)"

Choose the AdWords experience you're using. Learn more.

To find out why your ad is marked "Approved (limited)," enable the "Policy details" column on your Campaigns tab. You'll see which policy is causing your "Approved (limited)" status.

policy details column

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