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Approved (limited)

A status given to ads that comply with our policies but that 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.


    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
  • Here are common reasons why your ad might be "Approved (limited):"
    • Mobile rendering issues
      If your site doesn't display properly on mobile web browsers (for example, because it uses excessive amounts of Flash), 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 policy on resellers and informational sites, it will be eligible to use the trademark in ad text within Australia, New Zealand, the United States, Canada, the United Kingdom, and Ireland. If your ad targets a region in which the trademark owner has not filed a complaint, it may be eligible to run within that region only. Note that changes to your landing page content can affect whether or not you comply with our reseller and informational site policy. Additionally, updates to the regions claimed by a trademark complainant may affect where your ad is allowed to appear. If you want your ad to appear in other regions, you can remove the trademark term from your ad text, or contact the trademark owner to request authorization.
    • Alcohol
      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.
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