Consumer advisories

Consumer advisories are alerts that provide information about the risks and benefits of certain products and services. These alerts are typically distributed by organizations that help protect consumers. Examples of organizations that issue consumer advisories are the Federal Trade Commission (US), the Office of Fair Trading (UK), the Consumer Affairs Agency (Japan), and other regional agencies that help protect consumers' interests. Consumer advisory organizations may be regulated by the government, but they may also be run by third-party consumer advocacy groups.

How do consumer advisories affect my ads?

If a consumer advisory is issued about a certain product in one country, Google may change how ads about that product are served globally. This allows users to still see ads related to these kinds of products when specifically searching for them, but protects other users who might be unaware of the consumer concerns about similar products.

For example, a consumer advisory has been issued about "payday loans," which are legal, but raise questions about whether consumers are aware of loan alternatives. In response, Google has changed the way ads about payday loans are served. In order for payday loan ads to appear, we now require the phrase "payday loan" (or similar terms) to be included in the search query. A specific search for payday loans indicates that the user is aware of other types of loans.

Examples

Below are just a couple examples of consumer advisories that might affect how your ads are served. We continually review and revise our ad serving rules in order to improve ad targeting for our users.

Advertised product Ad serving rules
Penny auctions Because a consumer advisory has been issued about penny auctions, AdWords will only show penny auction ads if the phrase "penny auction" (or similar terms) are included in the user's query. On the Google Display Network, these ads will be shown only on sites related to auctions.
Payday loans Because a consumer advisory has been issued about payday loans, AdWords will only serve payday loan ads if the phrase "payday loan" (or similar terms) are included in the user's query. On the Google Display Network, these ads will be shown only on sites related to payday loans.