Advertiser claims

What's the policy?

Your AdWords ads should be truthful, accurate, and up-to-date every time they're shown to users.

Advertiser claims include but are not limited to: competitive claims, superlatives, offers, discounts, and pricing. This policy also covers unverified offers and claims that are either scientifically impossible, or otherwise misleading to users.

  • All advertising claims must be factually supportable.
  • All discounts and offers in your ad must be up-to-date and must match the content on your website.
  • All advertised products, prices, offers, and discounts must be available on your site, at most two clicks away from your landing page, or through a basic search on your site.
  • Users must be able to perform the ad's call to action – if any – on the site, within 2 clicks of the landing page.
  • Any pricing information in ads must comply with local regulations concerning inclusion of tax and other applicable charges.

How does this policy differ from country to country?

In addition to the requirements above, some countries have further restrictions. Please see the additional country-specific requirements below.

China
Product Allowed? Details
Superlatives Not allowed Google doesn't allow ad text that contains superlatives, such as 最好, 最佳(best), 第一(#1) 顶级, 最佳, 极品, 第一, 国家级, 最高级.
Korea
Product Allowed? Details
Superlatives Not allowed Google doesn't allow ad text that contains any words with "최고" and "1위" unless there's verification by a third party clearly displayed on the ad's website.
United Kingdom
     
Product Allowed? Details
Rate of interest and/or cost of credit Not allowed Google doesn't allow ad text that promotes rate of interest and/or cost of credit, unless the ad's landing page shows the following information presented in a clear and concise manner:
  • Contact details of the company (name and address)
  • A representative example with the words "Representative example" prominently displayed next to the information below:
    • The interest rate (fixed, variable, or both)
    • Any Total Cost of Credit (TCC) charges – details of any fees or charges included
    • Total amount of credit
    • Representative APR value
    •            

Examples

                                                                                                                                                                                                                                                                                                                                                                   
Example ad Landing page Acceptable?
San Francisco Deals
1 coupon a day
San Francisco at 90% off!
example.com      
Offers discounts up to 70% in San Francisco Not allowed
The discount offered in the ad isn't mentioned on the advertised site.
San Francisco Deals
1 coupon a day
San Francisco up to 70% off!
example.com      
Offers discounts up to 70% in San Francisco Allowed
The discount offered in the ad is mentioned on the advertised site ("up to 70% off").
Berlin Spa
Get amazing discounts on
Spas in Berlin today
example.com      
Offers discounts on pizza and cooking classes in Berlin Not allowed
The service offered in the ad isn't mentioned on the advertised site.
Berlin Discounts
Discounts on Food, Beauty,
Spas & More. Sign up!
example.com      
Offers a discount on Yoga classes in Berlin Allowed
This generic ad mentions a range of products and services that can be found on the advertised site.
Manicure Coupons
Discounts on Restaurants,
Beauty & More. Sign up!
example.com      
Offers a discount on Yoga classes Not allowed
The service offered in the ad (manicures) isn't mentioned on the site.
Run cars on water
Start saving gas money
Learn our secret!
example.com      
Features an Ebook about a secret system to run your car on water Not allowed
Google doesn't allow misleading or scientifically unverifiable claims in ads.
Flights to New York
Book your flight today
for $45 only!
example.com
Shows that the cheapest available flight to New York is $50 Not allowed
Google doesn't allow ads that contain a specific price if it isn't matched on the site. If the prices on your site vary due to seasonality, include a price range on your ad, like "from $40." Additionally, any pricing information contained in ads must comply with local regulations concerning inclusion of tax and other applicable charges.
Cheap Airfare
Book your flights online
Sign up now and save!
example.com      
Doesn't provide an option to book online on this site Not allowed
Google doesn't allow ads that contain call to action phrases when the action can't be performed on the site.
Pizza Now
Hot and fresh pizza
Faster than our competitors
example.com      
Displays a chart supporting this claim from a third party Allowed with limitations
Google doesn't allow ad text that contains competitive claims against other companies such as "better than," "faster than," etc., unless there's verification by a third party clearly displayed on the ad's website. Third-party verification must come from someone or some group unrelated to the site. Customer testimonials don't qualify as third-party verification.
Number One Cleaning
Get the best cleaning
products in the country
example.com      
Displays a chart supporting this claim from a third party Allowed with limitations*
* Country-specific restrictions apply. See the section above.

Google doesn't allow ad text that contains superlatives such as "best" or "#1" (and all other variations of the number 1), unless there's verification by a third party clearly displayed on the ad's website. Third-party verification must come from someone or some group unrelated to the site. Customer testimonials don't qualify as third-party verification.
Deal on Massages
Discount on Massages
Save 70% now!
example.com      
Displays a 70% off deal on massages Allowed with limitations
Google allows ad text to promote a specific price, discount, or free offer as long as it's clearly and accurately displayed on your ad's landing page, after a basic search, or at most two clicks away from your ad's landing page.
ABC Train Tickets
Need ticket prices?
Find reviews and deals!
example.com      
A search results page showing links related to ABC Not allowed
Users can't find train ticket prices on the site. No reviews or daily deals can be found on the site either.
DSLR Camera Sales
Buy DSLR cameras
Fast US shipping!
example.com      
A comparison site showing search results for "DSLR Camera" Not allowed
Users can't buy any cameras on the site itself.
DSLR Camera Sales
Search for DSLR cameras
with US shipping!
example.com      
A comparison site showing search results for "DSLR Camera" Allowed
Users can indeed search for cameras and find merchants shipping to the US.

What can I do if my ad gets disapproved?

If your ad gets disapproved for violating this policy, try reviewing the following tips to help resolve your issue:

                                                                                                                                                                                       
Disapproval reason What does it mean? What do I do now?
Offer not foundYour ad contains an offer that isn't clearly available on your ad's landing page, at most two clicks away from your ad's landing page, or through a basic search on your site.

Remove any unverified offers from your ad. Alternately, ensure any offers promoted in your ad text are clearly and accurately displayed on your landing page, at most two clicks away from your ad's landing page, or through a basic search on your site.

Dynamic Search Ads can help you get more complete ad exposure for more of what you sell, while reducing the effort of keeping your ads, keywords, and destination URLs current.

Once you've made any necessary changes, you can then resubmit your ad for review, following the instructions in the section below.

Competitive languageYour ad contains competitive language without specific support for this claim clearly displayed on your ad's landing page.

Remove any competitive language from your ad. Alternately, provide support for your claims on your ad's landing page.

Once you've made any necessary changes, you can then resubmit your ad for review, following the instructions in the section below.

SuperlativesYour ad contains superlatives without verification by a third party clearly displayed on your website.

Remove any superlatives from your ad, like "best" or "#1." Alternately, if you have third-party verification, include that on your website. Third-party verification must come from someone or some group unrelated to the site. Customer testimonials don't qualify as third-party verification.

Once you've made any necessary changes, you can then resubmit your ad for review, following the instructions in the section below.

Product not foundYour ad mentions a product that isn't clearly available on your ad's landing page, at most two clicks away from your ad's landing page, or through a basic search on your site.

Remove any unverified products from your ad. Alternately, ensure any products promoted in your ad text are clearly and accurately displayed on your landing page, at most two clicks away from your ad's landing page, or through a basic search on your site.

In order to comply with this policy, match the ads you create to products and offers available on your site. Review your account regularly to make sure your ads are still relevant. If your site inventory or offers change quickly, avoid creating ads for highly specific products or discounts unless you're willing to update your ads in line with your inventory and offers.

For example, if you're creating an ad for a one-day promotion for manicures at a 70% discount, remember to update or delete the ad the next day as the offer will no longer be available for your clients.

You can have more general ads and not refer to a specific product or specific offer. Options include referring to categories always available on your site (such as "cameras" instead of a specific brand and model) or including a variety of products and categories in your ad ("Daily discounts on beauty, fitness, health care and more").

Dynamic Search Ads can help you get more complete ad exposure for more of what you sell, while reducing the effort of keeping your ads, keywords, and destination URLs current.

Once you've made any necessary changes, you can then resubmit your ad for review, following the instructions in the section below.

Call to action not availableYour ad contains a call to action that can't be performed on the site within 2 clicks of the landing page.

In your ads, remove any calls to action that users can't actually perform. Additionally, make sure any remaining calls to action can be performed within 2 clicks of the landing page of your ads.

Once you've made any necessary changes, you can then resubmit your ad for review, following the instructions in the section below.

Misleading/Unverifiable claimsYour ad contains a misleading or unverifiable claim.

Remove the misleading claim or provide support on your landing page by an independent third party.

Verifiable claims in ads need to be supported on your site. Third party verification must come from someone unrelated to your site (i.e. cannot be a customer testimonial).

Once you've made any necessary changes, you can then resubmit your ad for review, following the instructions in the section below.

Misleading call to actionYour ad contains a call to action, and the action can't be performed on your site.

Remove the call to action from your ad, or replace it with a call to action that matches what users can actually do on your site.

Once you've made any necessary changes, you can then resubmit your ad for review, following the instructions in the section below.

How do I resubmit my ad for review?

If your ad gets disapproved, you can resubmit your ad for review by simply editing your ad and then saving it. To avoid getting disapproved again, make sure you remove any references to the unacceptable content before saving your ad.

Here's how to edit your ad:

  1. Sign in to your AdWords account at https://adwords.google.com.
  2. Go to your Campaigns tab and then click the Ads tab.
  3. Place your mouse cursor over the table row that lists the ad you want to edit. Click the pencil icon next to your ad, and you'll be able to edit your ad right there.
  4. Click Save when you're done editing your ad.

After editing and saving your ad, the Status column will change to reflect its current status – it'll change from "Disapproved" to "Under review" or "Eligible." We work to review all ads in our program as quickly as possible, usually within three business days.

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 our "Ad Approvals and Policies" form where you can write to us about your issue.

Contact AdWords Support