User safety

What's the policy?

This comprehensive policy was developed to help protect users from ads, websites, and businesses that appear to be generally deceptive or misleading, and/or violate our AdWords Terms and Conditions.

Google AdWords requires that advertisers provide transparency into the business and product that's being promoted. Google also requires that advertisers set realistic expectations about what their products and services can do for their users.

Requirements

Don't make misleading claims
  • Promote products with realistic, credible, and reasonable claims. For example, don't promote "get rich quick" programs.
  • Provide users with accurate information about the risks associated with their product or service.
  • Include links to third-party verification and/or include relevant and easy to find disclaimers when testimonials and endorsements imply that results are typical.
  • Include links to third-party accreditation/endorsement where affiliation is implied – for example, if a website claims to be affiliated with a governmental agency, a link to verification of this affiliation should be included. Use of "gov" or "government" in display URLs and/or use of government emblems may imply affiliation with a government agency and should be verified.
Promote acceptable business models
  • Make it clear to users what your business does and how it works. For example, display on your site your company name, physical address, contact information, prices, or other important details about your company.
  • Provide a good user experience and maintain a strong online reputation.
  • Make sure that your sites display any relevant disclaimers or announcements that may be required by local law. For example, certain types of financial service providers may need to include specific text per governmental regulations.
Promote transparency and accuracy
  • As online advertising and local laws and regulations are constantly evolving, we can't provide an exhaustive list of the kinds of sites and ads that might be in violation of this policy. Please use the below list as guidance, keeping in mind that the principles behind the policy are the promotion of transparency, accuracy, and honesty in advertising.

Video length: 2:02

Examples

Misleading claims                    
Example adAllowed?
Lose 3 sizes in 2 weeks
example.com
No diet or exercise needed
My tea gives immediate results!
Not allowed
Google doesn't allow sites that mislead users with scientifically improbable claims. This ad claims an unrealistic amount of weight loss in a short period of time without diet and exercise. Example of an unacceptable website
Healthy weight program
example.com
We show you how to lose weight
and be healthy long-term!
Allowed
This ad does not make unrealistic or scientifically improbable claims. Example of an acceptable website
Cure your MS
example.com
Eliminate Multiple Sclerosis
No pain, no medicine, no risk!
Not allowed
Google doesn't allow sites that claim a product or service can provide benefits beyond the abilities of modern medicine. This ad promotes a cure for a disease that has no known scientific cure.

Unacceptable business practices
Example ad Allowed?
Make millions from home
example.com
Sit at home
Get rich now!
Not allowed
Google doesn't allow ads or sites that promise users the ability to "get rich quick."
Invest in your future
example.com
Learn how to spend less
and save more at the bank!
Allowed
This ad promotes saving money by cutting back on spending -- it doesn't make any unreasonable claims.
Get this illegal product
example.com
Find product X here
Your government won't know!
Not allowed
Google doesn't allow sites that contain illegal content or content on identified illegal products. What is permissible may vary between geographies based on local laws and restrictions.
Obama wants to help you
example.com
New law can save your home
We're government endorsed!
Not allowed
Unless there's proof of the claimed endorsement on the site, this ad and the associated site would be disapproved.

What can I do if my site gets suspended?

Step 1: Review the guidelines above and see where your website might be causing issues. Please note that your entire website needs to comply, not just the landing page from your ad.
  • Remove all unacceptable or illegal content from your ad text and website.
  • Provide users with accurate information about your business, products, and services. Make it clear to users what your business does and how it works.
  • Be transparent about the product or service being promoted to users, providing upfront and accurate information about any risks involved.
  • Remove misleading or exaggerated claims from your ad text and website:
    • Remove any promise of exaggerated results (such as "guaranteed," "permanent," etc.) with little effort, time, or money required.
    • Remove any testimonials that claim specific results without including a visible disclaimer stating that there's no guarantee of specific results and that the results can vary.
    • Remove scientifically improbable claims that are unlikely to deliver on their promise (such as cures for incurable ailments).
  • Include relevant disclaimers and/or links to third-party accreditation or endorsement.
  • Provide a way to contact the company with questions about how the business or product works.
Step 2: After making any necessary changes to your site, request a re-review of your site by completing this contact form:
Request a re-review

What happens if I violate this policy?

  • Ad disapproval: Ads that don't follow this policy may get disapproved. A disapproved ad won't be able to run until the policy violation is fixed and the ad is approved.
  • Domain disabling: We may suspend websites that violate this policy, meaning that the website can no longer be advertised with AdWords until the problem is fixed.
  • Account suspension: An account may get suspended if you have several violations or a serious violation. If this happens, all ads in the suspended account will stop running, and we may no longer accept advertising from you. Any related accounts may also get permanently suspended and your new accounts may get automatically suspended at setup. Learn more about suspended accounts.

Contact information

If you still have questions about this policy, you can contact us via the link below. You'll be taken to a form where you can write to us about your issue.
Contact AdWords Support