Personalized advertising

Personalized advertising (formerly known as interest-based advertising) is a powerful tool that improves advertising relevance for users and increases ROI for advertisers. Because it works by employing online user data to target users with more relevant advertising content, it can provide an improved experience for users and advertisers alike.

We understand that when employing user behavior or interest data to provide more relevant ad content it’s important to handle that information appropriately and to consider how targeting users with certain content categories impacts their overall experience.

Based on the nature of personalized ads and the sensitivities associated with user ad targeting, we’ve identified policy standards for all Google features using personalized advertising functionality. These standards do not replace our other advertising policies (for example, for AdWords or Shopping) and advertisers are still responsible for complying with all applicable advertising policies, in addition to Personalized advertising policies.

Our Personalized advertising policies represent a commitment to uphold the highest policy standards for both users and advertisers.

Personalized advertising data collection and use policies

These policies define how advertisers are allowed to collect user data and use it for personalized advertising. We take user privacy very seriously, and we also expect advertisers to respect user privacy. These policies apply in addition to the standard AdWords policies for data collection and use.

The Personalized advertising data collection and use policies apply to advertisers using targeting features, including:

  • remarketing
  • affinity audiences
  • custom affinity audiences
  • in-market audiences
  • similar audiences
  • demographic and location targeting
  • keyword contextual targeting

When using certain personalized advertising features, additional requirements apply.

Google won't allow another advertiser to use your remarketing lists or similar audiences lists without your consent. Additionally, you aren't allowed to do the following:

  • Run ads that collect or contain personally identifiable information (PII), unless using an ad format provided by Google and designed for that purpose — Examples: collecting email addresses, telephone numbers, or credit card numbers within the ad itself
  • Otherwise imply knowledge of personally identifiable or sensitive information within the ad
  • Use or associate PII with remarketing lists, cookies, data feeds, or other anonymous identifiers
  • Share PII with Google through remarketing tags or any product data feeds that might be associated with ads
  • Send Google precise location information without first obtaining users' consent
  • Use a remarketing list created via DoubleClick's remarketing feature (formerly known as Boomerang) or other remarketing list service for the purposes of AdWords remarketing campaigns, unless the websites and apps from which those lists were compiled meet the requirements of this policy

In-ad notices

Google may include in-ad notice labels to disclose personalized advertising to our users, and we may display to users which remarketing lists they're on, along with the corresponding domain name. You must not modify or obscure these notices. If you want to implement your own in-ad notice, it must only be done in compliance with relevant industry standards.

Personalized advertising policy principles

Advertisers can’t use sensitive interest categories to target ads to users or to promote advertisers’ products or services. We define sensitive interest information in terms of the following three policy principles:

Personal hardships: Because we don’t want ads to exploit the difficulties or struggles of users, we don’t allow categories related to personal hardships.

Identity and belief: Because we want ads to reflect a user’s interests rather than more personal interpretations of their fundamental identity, we don’t allow categories related to identity and belief, some of which could also be used to stigmatize an individual.

Sexual interests: Because we understand that sexual experiences and interests are inherently private, we don’t allow categories related to sexual interests.

The Personalized advertising policy principles apply to advertisers using one or more of the following features:

  • remarketing
  • affinity audiences
  • custom affinity audiences
  • in-market audiences
  • similar audiences
  • demographic and location targeting
  • Gmail ads: Personalized advertising policies apply to all Gmail ads, including Gmail ads that aren’t targeted to users using keywords. See our Gmail ad-specific policies.

Prohibited categories

The following Personalized advertising policies cover categories that are legally or culturally sensitive and are not supported in personalized ads. The following sensitive interest categories can’t be used by advertisers to target ads to users or promote advertisers’ products or services.

Alcohol

Alcoholic beverages and drinks that resemble alcoholic beverages

How to fix: Alcohol
  1. Read the policy above to learn what we don't allow. Ensure that your ads, site, or app comply with Personalized advertising policies. Note that even if ads are not targeted using sensitive categories, some types of ad content are still prohibited.
  2. Remove that content from your site or app. If your site or app has content that we don't allow, remove all content that doesn’t comply with this policy. You'll then need to request a review before moving on to the next step of checking your audience lists.

    Review my fixed website

  3. Remove that content from your ad.

    If your ad violates this policy, edit it to make it comply.

    • On your Ads page, hover over the ad you want to edit.
    • Click the pencil icon next to your ad to edit it.
    • Click Save when you're done.

    Once you edit and save your ad, it's sent for review. Most ads are reviewed within 1 business day, though some can take longer if they need a more complex review. If we find that you've removed the unacceptable content from your ad and its destination, we can approve your ad to start running.

  4. Disassociate or remove ad groups targeting audience or remarketing lists. After we review the site or app, the associated lists will be enabled. Ensure that the ads using these lists comply with Personalized advertising policies. If the ads do not comply with Personalized advertising policies, please remove the ad groups or targeting that uses the audience or remarketing lists.
If you aren't able to fix these violations or choose not to, please remove your ad to help prevent your account from becoming suspended in the future for having too many disapproved ads.

Gambling

Gambling, including online and offline gambling; online gambling-related information; online non-casino games played for money or prizes; and online casino-based games, regardless of whether money is exchanged

How to fix: Gambling
  1. Read the policy above to learn what we don't allow. Ensure that your ads, site, or app comply with Personalized advertising policies. Note that even if ads are not targeted using sensitive categories, some types of ad content are still prohibited.
  2. Remove that content from your site or app. If your site or app has content that we don't allow, remove all content that doesn’t comply with this policy. You'll then need to request a review before moving on to the next step of checking your audience lists.

    Review my fixed website

  3. Remove that content from your ad.

    If your ad violates this policy, edit it to make it comply.

    • On your Ads page, hover over the ad you want to edit.
    • Click the pencil icon next to your ad to edit it.
    • Click Save when you're done.

    Once you edit and save your ad, it's sent for review. Most ads are reviewed within 1 business day, though some can take longer if they need a more complex review. If we find that you've removed the unacceptable content from your ad and its destination, we can approve your ad to start running.

  4. Disassociate or remove ad groups targeting audience or remarketing lists. After we review the site or app, the associated lists will be enabled. Ensure that the ads using these lists comply with Personalized advertising policies. If the ads do not comply with Personalized advertising policies, please remove the ad groups or targeting that uses the audience or remarketing lists.
If you aren't able to fix these violations or choose not to, please remove your ad to help prevent your account from becoming suspended in the future for having too many disapproved ads.

Location-based gambling

Physical casinos that explicitly promote gambling

How to fix: Location-based gambling
  1. Read the policy above to learn what we don't allow. Ensure that your ads, site, or app comply with Personalized advertising policies. Note that even if ads are not targeted using sensitive categories, some types of ad content are still prohibited.
  2. Remove that content from your site or app. If your site or app has content that we don't allow, remove all content that doesn’t comply with this policy. You'll then need to request a review before moving on to the next step of checking your audience lists.

    Review my fixed website

  3. Remove that content from your ad.

    If your ad violates this policy, edit it to make it comply.

    • On your Ads page, hover over the ad you want to edit.
    • Click the pencil icon next to your ad to edit it.
    • Click Save when you're done.

    Once you edit and save your ad, it's sent for review. Most ads are reviewed within 1 business day, though some can take longer if they need a more complex review. If we find that you've removed the unacceptable content from your ad and its destination, we can approve your ad to start running.

  4. Disassociate or remove ad groups targeting audience or remarketing lists. After we review the site or app, the associated lists will be enabled. Ensure that the ads using these lists comply with Personalized advertising policies. If the ads do not comply with Personalized advertising policies, please remove the ad groups or targeting that uses the audience or remarketing lists.
If you aren't able to fix these violations or choose not to, please remove your ad to help prevent your account from becoming suspended in the future for having too many disapproved ads.

Clinical trial recruitment

Promotion of clinical trial recruitment

How to fix: Clinical trial recruitment
  1. Read the policy above to learn what we don't allow. Ensure that your ads, site, or app comply with Personalized advertising policies. Note that even if ads are not targeted using sensitive categories, some types of ad content are still prohibited.
  2. Remove that content from your site or app. If your site or app has content that we don't allow, remove all content that doesn’t comply with this policy. You'll then need to request a review before moving on to the next step of checking your audience lists.

    Review my fixed website

  3. Remove that content from your ad.

    If your ad violates this policy, edit it to make it comply.

    • On your Ads page, hover over the ad you want to edit.
    • Click the pencil icon next to your ad to edit it.
    • Click Save when you're done.

    Once you edit and save your ad, it's sent for review. Most ads are reviewed within 1 business day, though some can take longer if they need a more complex review. If we find that you've removed the unacceptable content from your ad and its destination, we can approve your ad to start running.

  4. Disassociate or remove ad groups targeting audience or remarketing lists. After we review the site or app, the associated lists will be enabled. Ensure that the ads using these lists comply with Personalized advertising policies. If the ads do not comply with Personalized advertising policies, please remove the ad groups or targeting that uses the audience or remarketing lists.
If you aren't able to fix these violations or choose not to, please remove your ad to help prevent your account from becoming suspended in the future for having too many disapproved ads.

Restricted drug terms

Prescription medications and information about prescription medications

How to fix: Restricted drug terms
  1. Read the policy above to learn what we don't allow. Ensure that your ads, site, or app comply with Personalized advertising policies. Note that even if ads are not targeted using sensitive categories, some types of ad content are still prohibited.
  2. Remove that content from your site or app. If your site or app has content that we don't allow, remove all content that doesn’t comply with this policy. You'll then need to request a review before moving on to the next step of checking your audience lists.

    Review my fixed website

  3. Remove that content from your ad.

    If your ad violates this policy, edit it to make it comply.

    • On your Ads page, hover over the ad you want to edit.
    • Click the pencil icon next to your ad to edit it.
    • Click Save when you're done.

    Once you edit and save your ad, it's sent for review. Most ads are reviewed within 1 business day, though some can take longer if they need a more complex review. If we find that you've removed the unacceptable content from your ad and its destination, we can approve your ad to start running.

  4. Disassociate or remove ad groups targeting audience or remarketing lists. After we review the site or app, the associated lists will be enabled. Ensure that the ads using these lists comply with Personalized advertising policies. If the ads do not comply with Personalized advertising policies, please remove the ad groups or targeting that uses the audience or remarketing lists.
If you aren't able to fix these violations or choose not to, please remove your ad to help prevent your account from becoming suspended in the future for having too many disapproved ads.

Users under 13

Collecting personal information from children under 13 or targeting interest content to children under the age of 13

How to fix: Users under 13
  1. Read the policy above to learn what we don't allow. Ensure that your ads, site, or app comply with Personalized advertising policies. Note that even if ads are not targeted using sensitive categories, some types of ad content are still prohibited.
  2. Remove that content from your site or app. If your site or app has content that we don't allow, remove all content that doesn’t comply with this policy. You'll then need to request a review before moving on to the next step of checking your audience lists.

    Review my fixed website

  3. Remove that content from your ad.

    If your ad violates this policy, edit it to make it comply.

    • On your Ads page, hover over the ad you want to edit.
    • Click the pencil icon next to your ad to edit it.
    • Click Save when you're done.

    Once you edit and save your ad, it's sent for review. Most ads are reviewed within 1 business day, though some can take longer if they need a more complex review. If we find that you've removed the unacceptable content from your ad and its destination, we can approve your ad to start running.

  4. Disassociate or remove ad groups targeting audience or remarketing lists. After we review the site or app, the associated lists will be enabled. Ensure that the ads using these lists comply with Personalized advertising policies. If the ads do not comply with Personalized advertising policies, please remove the ad groups or targeting that uses the audience or remarketing lists.
If you aren't able to fix these violations or choose not to, please remove your ad to help prevent your account from becoming suspended in the future for having too many disapproved ads.

In addition, Google's privacy policy applies to all Google features and dictates how Google collects, uses, and protects user data.


Personal hardships

We understand that users don’t want to see ads that exploit their personal struggles, difficulties, and hardships, so we don’t allow personalized advertising based on these hardships. Such personal hardships include health conditions, treatments, procedures, personal failings, struggles, or traumatic personal experiences. You also can’t impose negativity on the user.

Advertisers can’t use personal hardship categories to target ads to users or to promote advertisers’ products or services. See below for specific examples of what we don't allow.

Health

Personal health conditions, health issues related to intimate body parts or functions, and invasive medical procedures. This also includes treatments for health conditions and intimate bodily health issues.

  • Examples: treatments for chronic health conditions like diabetes or arthritis, treatments for sexually transmitted diseases, counseling services for mental health issues like depression or anxiety, medical devices for sleep apnea like CPAP machines, over-the-counter medications for yeast infections, information about how to support your autistic child

Health content includes:

  • physical or mental health conditions, including diseases, chronic conditions, and sexual health
  • health condition-related services or procedures
  • products for treating or managing health conditions, including over-the-counter medications for health conditions and medical devices
  • long or short-term health issues associated with intimate body parts or functions, including genital, bowel, or urinary functions
  • invasive medical procedures, including cosmetic surgery
  • disabilities, even when content is oriented toward the user’s primary caretaker
How to fix: Health
  1. Read the policy above to learn what we don't allow. Ensure that your ads, site, or app comply with Personalized advertising policies. Note that even if ads are not targeted using sensitive categories, some types of ad content are still prohibited.
  2. Remove that content from your site or app. If your site or app has content that we don't allow, remove all content that doesn’t comply with this policy. You'll then need to request a review before moving on to the next step of checking your audience lists.

    Review my fixed website

  3. Remove that content from your ad.

    If your ad violates this policy, edit it to make it comply.

    • On your Ads page, hover over the ad you want to edit.
    • Click the pencil icon next to your ad to edit it.
    • Click Save when you're done.

    Once you edit and save your ad, it's sent for review. Most ads are reviewed within 1 business day, though some can take longer if they need a more complex review. If we find that you've removed the unacceptable content from your ad and its destination, we can approve your ad to start running.

  4. Disassociate or remove ad groups targeting audience or remarketing lists. After we review the site or app, the associated lists will be enabled. Ensure that the ads using these lists comply with Personalized advertising policies. If the ads do not comply with Personalized advertising policies, please remove the ad groups or targeting that uses the audience or remarketing lists.
If you aren't able to fix these violations or choose not to, please remove your ad to help prevent your account from becoming suspended in the future for having too many disapproved ads.

Negative financial status

Personal financial distress, difficulties, or deprivation

  • Examples: bankruptcy services, welfare services, homeless shelters, unemployment resources, predatory lending products and services
How to fix: Negative financial status
  1. Read the policy above to learn what we don't allow. Ensure that your ads, site, or app comply with Personalized advertising policies. Note that even if ads are not targeted using sensitive categories, some types of ad content are still prohibited.
  2. Remove that content from your site or app. If your site or app has content that we don't allow, remove all content that doesn’t comply with this policy. You'll then need to request a review before moving on to the next step of checking your audience lists.

    Review my fixed website

  3. Remove that content from your ad.

    If your ad violates this policy, edit it to make it comply.

    • On your Ads page, hover over the ad you want to edit.
    • Click the pencil icon next to your ad to edit it.
    • Click Save when you're done.

    Once you edit and save your ad, it's sent for review. Most ads are reviewed within 1 business day, though some can take longer if they need a more complex review. If we find that you've removed the unacceptable content from your ad and its destination, we can approve your ad to start running.

  4. Disassociate or remove ad groups targeting audience or remarketing lists. After we review the site or app, the associated lists will be enabled. Ensure that the ads using these lists comply with Personalized advertising policies. If the ads do not comply with Personalized advertising policies, please remove the ad groups or targeting that uses the audience or remarketing lists.
If you aren't able to fix these violations or choose not to, please remove your ad to help prevent your account from becoming suspended in the future for having too many disapproved ads.

Relationships

Personal hardships with family, friends, or other interpersonal relationships

  • Examples: divorce services, books about coping with divorce, bereavement products or services, family counseling services
How to fix: Relationships
  1. Read the policy above to learn what we don't allow. Ensure that your ads, site, or app comply with Personalized advertising policies. Note that even if ads are not targeted using sensitive categories, some types of ad content are still prohibited.
  2. Remove that content from your site or app. If your site or app has content that we don't allow, remove all content that doesn’t comply with this policy. You'll then need to request a review before moving on to the next step of checking your audience lists.

    Review my fixed website

  3. Remove that content from your ad.

    If your ad violates this policy, edit it to make it comply.

    • On your Ads page, hover over the ad you want to edit.
    • Click the pencil icon next to your ad to edit it.
    • Click Save when you're done.

    Once you edit and save your ad, it's sent for review. Most ads are reviewed within 1 business day, though some can take longer if they need a more complex review. If we find that you've removed the unacceptable content from your ad and its destination, we can approve your ad to start running.

  4. Disassociate or remove ad groups targeting audience or remarketing lists. After we review the site or app, the associated lists will be enabled. Ensure that the ads using these lists comply with Personalized advertising policies. If the ads do not comply with Personalized advertising policies, please remove the ad groups or targeting that uses the audience or remarketing lists.
If you aren't able to fix these violations or choose not to, please remove your ad to help prevent your account from becoming suspended in the future for having too many disapproved ads.

Commission of a crime

Personal criminal record, crimes committed, criminal allegations, or criminal charges

  • Examples: bail bonds services, criminal defense lawyers
How to fix: Commission of a crime
  1. Read the policy above to learn what we don't allow. Ensure that your ads, site, or app comply with Personalized advertising policies. Note that even if ads are not targeted using sensitive categories, some types of ad content are still prohibited.
  2. Remove that content from your site or app. If your site or app has content that we don't allow, remove all content that doesn’t comply with this policy. You'll then need to request a review before moving on to the next step of checking your audience lists.

    Review my fixed website

  3. Remove that content from your ad.

    If your ad violates this policy, edit it to make it comply.

    • On your Ads page, hover over the ad you want to edit.
    • Click the pencil icon next to your ad to edit it.
    • Click Save when you're done.

    Once you edit and save your ad, it's sent for review. Most ads are reviewed within 1 business day, though some can take longer if they need a more complex review. If we find that you've removed the unacceptable content from your ad and its destination, we can approve your ad to start running.

  4. Disassociate or remove ad groups targeting audience or remarketing lists. After we review the site or app, the associated lists will be enabled. Ensure that the ads using these lists comply with Personalized advertising policies. If the ads do not comply with Personalized advertising policies, please remove the ad groups or targeting that uses the audience or remarketing lists.
If you aren't able to fix these violations or choose not to, please remove your ad to help prevent your account from becoming suspended in the future for having too many disapproved ads.

Abuse and trauma

Personal status as a victim of abuse, crime, or other traumatic event

  • Examples: domestic abuse shelters, victim advocate services
How to fix: Abuse and trauma
  1. Read the policy above to learn what we don't allow. Ensure that your ads, site, or app comply with Personalized advertising policies. Note that even if ads are not targeted using sensitive categories, some types of ad content are still prohibited.
  2. Remove that content from your site or app. If your site or app has content that we don't allow, remove all content that doesn’t comply with this policy. You'll then need to request a review before moving on to the next step of checking your audience lists.

    Review my fixed website

  3. Remove that content from your ad.

    If your ad violates this policy, edit it to make it comply.

    • On your Ads page, hover over the ad you want to edit.
    • Click the pencil icon next to your ad to edit it.
    • Click Save when you're done.

    Once you edit and save your ad, it's sent for review. Most ads are reviewed within 1 business day, though some can take longer if they need a more complex review. If we find that you've removed the unacceptable content from your ad and its destination, we can approve your ad to start running.

  4. Disassociate or remove ad groups targeting audience or remarketing lists. After we review the site or app, the associated lists will be enabled. Ensure that the ads using these lists comply with Personalized advertising policies. If the ads do not comply with Personalized advertising policies, please remove the ad groups or targeting that uses the audience or remarketing lists.
If you aren't able to fix these violations or choose not to, please remove your ad to help prevent your account from becoming suspended in the future for having too many disapproved ads.

Imposing negativity

Imposing negativity on the user or using a negative perspective or bias to promote any content category

  • Examples: body shaming, negativity related to physical attributes or social interactions, suggesting negative outcomes for users if they don’t take specific actions
How to fix: Imposing negativity
  1. Read the policy above to learn what we don't allow. Ensure that your ads, site, or app comply with Personalized advertising policies. Note that even if ads are not targeted using sensitive categories, some types of ad content are still prohibited.
  2. Remove that content from your site or app. If your site or app has content that we don't allow, remove all content that doesn’t comply with this policy. You'll then need to request a review before moving on to the next step of checking your audience lists.

    Review my fixed website

  3. Remove that content from your ad.

    If your ad violates this policy, edit it to make it comply.

    • On your Ads page, hover over the ad you want to edit.
    • Click the pencil icon next to your ad to edit it.
    • Click Save when you're done.

    Once you edit and save your ad, it's sent for review. Most ads are reviewed within 1 business day, though some can take longer if they need a more complex review. If we find that you've removed the unacceptable content from your ad and its destination, we can approve your ad to start running.

  4. Disassociate or remove ad groups targeting audience or remarketing lists. After we review the site or app, the associated lists will be enabled. Ensure that the ads using these lists comply with Personalized advertising policies. If the ads do not comply with Personalized advertising policies, please remove the ad groups or targeting that uses the audience or remarketing lists.
If you aren't able to fix these violations or choose not to, please remove your ad to help prevent your account from becoming suspended in the future for having too many disapproved ads.

Identity and belief

We consider identity and belief systems to be deeply personal and complex. They’re highly dependent on diversity of cultural norms, geography, history, and personal life experiences. We also understand that how one identifies or what one believes can be used to segment users based on judgments or stigmas.

We want ads to provide a positive experience and to be informed by users’ interests rather than by who they’re perceived to be as a person, so we don’t allow personalized advertising based on a user’s fundamental or intrinsic self-identity or their belief systems. Such identities and beliefs can include inherently private classifications of one’s self; classifications susceptible to stigmas, discrimination, or harassment; membership within groups that are susceptible to stigmas, discrimination, or prejudices; and personally held belief systems.

Advertisers can’t use identity and belief categories to target ads to users or to promote advertisers’ products or services. See below for specific examples of what we don't allow.

Sexual orientation

Sexual orientation, including lesbian, gay, bisexual, questioning, or heterosexual orientation

  • Examples: information about revealing your homosexuality, gay dating, gay travel, information about bisexuality
How to fix: Sexual orientation
  1. Read the policy above to learn what we don't allow. Ensure that your ads, site, or app comply with Personalized advertising policies. Note that even if ads are not targeted using sensitive categories, some types of ad content are still prohibited.
  2. Remove that content from your site or app. If your site or app has content that we don't allow, remove all content that doesn’t comply with this policy. You'll then need to request a review before moving on to the next step of checking your audience lists.

    Review my fixed website

  3. Remove that content from your ad.

    If your ad violates this policy, edit it to make it comply.

    • On your Ads page, hover over the ad you want to edit.
    • Click the pencil icon next to your ad to edit it.
    • Click Save when you're done.

    Once you edit and save your ad, it's sent for review. Most ads are reviewed within 1 business day, though some can take longer if they need a more complex review. If we find that you've removed the unacceptable content from your ad and its destination, we can approve your ad to start running.

  4. Disassociate or remove ad groups targeting audience or remarketing lists. After we review the site or app, the associated lists will be enabled. Ensure that the ads using these lists comply with Personalized advertising policies. If the ads do not comply with Personalized advertising policies, please remove the ad groups or targeting that uses the audience or remarketing lists.
If you aren't able to fix these violations or choose not to, please remove your ad to help prevent your account from becoming suspended in the future for having too many disapproved ads.

Political affiliation

This Personalized advertising policy does not apply to Gmail ads. See the policy below for political content in Gmail ads.

Political affiliation

  • Examples: political ideologies, political opinions, political parties, political organizations, political campaigns, engagement in political discourse
Country-specific policy: United States
Product Allowed?
Political affiliation

Allowed with limitations

To the extent permitted by applicable law, political affiliation may be used to target ads to users or to promote advertisers’ products or services in the United States.

How to fix: Political affiliation
  1. Read the policy above to learn what we don't allow. Ensure that your ads, site, or app comply with Personalized advertising policies. Note that even if ads are not targeted using sensitive categories, some types of ad content are still prohibited.
  2. Remove that content from your site or app. If your site or app has content that we don't allow, remove all content that doesn’t comply with this policy. You'll then need to request a review before moving on to the next step of checking your audience lists.

    Review my fixed website

  3. Remove that content from your ad.

    If your ad violates this policy, edit it to make it comply.

    • On your Ads page, hover over the ad you want to edit.
    • Click the pencil icon next to your ad to edit it.
    • Click Save when you're done.

    Once you edit and save your ad, it's sent for review. Most ads are reviewed within 1 business day, though some can take longer if they need a more complex review. If we find that you've removed the unacceptable content from your ad and its destination, we can approve your ad to start running.

  4. Disassociate or remove ad groups targeting audience or remarketing lists. After we review the site or app, the associated lists will be enabled. Ensure that the ads using these lists comply with Personalized advertising policies. If the ads do not comply with Personalized advertising policies, please remove the ad groups or targeting that uses the audience or remarketing lists.
If you aren't able to fix these violations or choose not to, please remove your ad to help prevent your account from becoming suspended in the future for having too many disapproved ads.

Political content

This Personalized advertising policy applies only to Gmail ads.

Politics, including political figures, political campaigns, and political issue advocacy

  • Examples: local political ballot measures, political opinion blogs, political party information, political engagement
How to fix: Political content
  1. Read the policy above to learn what we don't allow. Ensure that your ads, site, or app comply with Personalized advertising policies. Note that even if ads are not targeted using sensitive categories, some types of ad content are still prohibited.
  2. Remove that content from your site or app. If your site or app has content that we don't allow, remove all content that doesn’t comply with this policy. You'll then need to request a review before moving on to the next step of checking your audience lists.

    Review my fixed website

  3. Remove that content from your ad.

    If your ad violates this policy, edit it to make it comply.

    • On your Ads page, hover over the ad you want to edit.
    • Click the pencil icon next to your ad to edit it.
    • Click Save when you're done.

    Once you edit and save your ad, it's sent for review. Most ads are reviewed within 1 business day, though some can take longer if they need a more complex review. If we find that you've removed the unacceptable content from your ad and its destination, we can approve your ad to start running.

  4. Disassociate or remove ad groups targeting audience or remarketing lists. After we review the site or app, the associated lists will be enabled. Ensure that the ads using these lists comply with Personalized advertising policies. If the ads do not comply with Personalized advertising policies, please remove the ad groups or targeting that uses the audience or remarketing lists.
If you aren't able to fix these violations or choose not to, please remove your ad to help prevent your account from becoming suspended in the future for having too many disapproved ads.

Trade union membership

Trade unions and ads that imply knowledge of a user's trade union membership

  • Examples: trade union sites, information oriented toward members of trade unions, trade union blogs, and trade union support for work disputes
How to fix: Trade union membership
  1. Read the policy above to learn what we don't allow. Ensure that your ads, site, or app comply with Personalized advertising policies. Note that even if ads are not targeted using sensitive categories, some types of ad content are still prohibited.
  2. Remove that content from your site or app. If your site or app has content that we don't allow, remove all content that doesn’t comply with this policy. You'll then need to request a review before moving on to the next step of checking your audience lists.

    Review my fixed website

  3. Remove that content from your ad.

    If your ad violates this policy, edit it to make it comply.

    • On your Ads page, hover over the ad you want to edit.
    • Click the pencil icon next to your ad to edit it.
    • Click Save when you're done.

    Once you edit and save your ad, it's sent for review. Most ads are reviewed within 1 business day, though some can take longer if they need a more complex review. If we find that you've removed the unacceptable content from your ad and its destination, we can approve your ad to start running.

  4. Disassociate or remove ad groups targeting audience or remarketing lists. After we review the site or app, the associated lists will be enabled. Ensure that the ads using these lists comply with Personalized advertising policies. If the ads do not comply with Personalized advertising policies, please remove the ad groups or targeting that uses the audience or remarketing lists.
If you aren't able to fix these violations or choose not to, please remove your ad to help prevent your account from becoming suspended in the future for having too many disapproved ads.

Race and ethnicity

Personal race or ethnicity

  • Examples: racially or ethnically oriented publications, racially or ethnically oriented universities, racial or ethnic dating
How to fix: Race and ethnicity
  1. Read the policy above to learn what we don't allow. Ensure that your ads, site, or app comply with Personalized advertising policies. Note that even if ads are not targeted using sensitive categories, some types of ad content are still prohibited.
  2. Remove that content from your site or app. If your site or app has content that we don't allow, remove all content that doesn’t comply with this policy. You'll then need to request a review before moving on to the next step of checking your audience lists.

    Review my fixed website

  3. Remove that content from your ad.

    If your ad violates this policy, edit it to make it comply.

    • On your Ads page, hover over the ad you want to edit.
    • Click the pencil icon next to your ad to edit it.
    • Click Save when you're done.

    Once you edit and save your ad, it's sent for review. Most ads are reviewed within 1 business day, though some can take longer if they need a more complex review. If we find that you've removed the unacceptable content from your ad and its destination, we can approve your ad to start running.

  4. Disassociate or remove ad groups targeting audience or remarketing lists. After we review the site or app, the associated lists will be enabled. Ensure that the ads using these lists comply with Personalized advertising policies. If the ads do not comply with Personalized advertising policies, please remove the ad groups or targeting that uses the audience or remarketing lists.
If you aren't able to fix these violations or choose not to, please remove your ad to help prevent your account from becoming suspended in the future for having too many disapproved ads.

Religious belief

Personal religious beliefs

  • Examples: places of worship, religious guidance, religious education or universities, religious products
How to fix: Religious belief
  1. Read the policy above to learn what we don't allow. Ensure that your ads, site, or app comply with Personalized advertising policies. Note that even if ads are not targeted using sensitive categories, some types of ad content are still prohibited.
  2. Remove that content from your site or app. If your site or app has content that we don't allow, remove all content that doesn’t comply with this policy. You'll then need to request a review before moving on to the next step of checking your audience lists.

    Review my fixed website

  3. Remove that content from your ad.

    If your ad violates this policy, edit it to make it comply.

    • On your Ads page, hover over the ad you want to edit.
    • Click the pencil icon next to your ad to edit it.
    • Click Save when you're done.

    Once you edit and save your ad, it's sent for review. Most ads are reviewed within 1 business day, though some can take longer if they need a more complex review. If we find that you've removed the unacceptable content from your ad and its destination, we can approve your ad to start running.

  4. Disassociate or remove ad groups targeting audience or remarketing lists. After we review the site or app, the associated lists will be enabled. Ensure that the ads using these lists comply with Personalized advertising policies. If the ads do not comply with Personalized advertising policies, please remove the ad groups or targeting that uses the audience or remarketing lists.
If you aren't able to fix these violations or choose not to, please remove your ad to help prevent your account from becoming suspended in the future for having too many disapproved ads.

Marginalized groups

Membership in a marginalized or vulnerable social group, such as social castes, immigrants or refugees

  • Examples: products oriented toward users based on social caste, services for immigrants, legal services for refugees
How to fix: Marginalized groups
  1. Read the policy above to learn what we don't allow. Ensure that your ads, site, or app comply with Personalized advertising policies. Note that even if ads are not targeted using sensitive categories, some types of ad content are still prohibited.
  2. Remove that content from your site or app. If your site or app has content that we don't allow, remove all content that doesn’t comply with this policy. You'll then need to request a review before moving on to the next step of checking your audience lists.

    Review my fixed website

  3. Remove that content from your ad.

    If your ad violates this policy, edit it to make it comply.

    • On your Ads page, hover over the ad you want to edit.
    • Click the pencil icon next to your ad to edit it.
    • Click Save when you're done.

    Once you edit and save your ad, it's sent for review. Most ads are reviewed within 1 business day, though some can take longer if they need a more complex review. If we find that you've removed the unacceptable content from your ad and its destination, we can approve your ad to start running.

  4. Disassociate or remove ad groups targeting audience or remarketing lists. After we review the site or app, the associated lists will be enabled. Ensure that the ads using these lists comply with Personalized advertising policies. If the ads do not comply with Personalized advertising policies, please remove the ad groups or targeting that uses the audience or remarketing lists.
If you aren't able to fix these violations or choose not to, please remove your ad to help prevent your account from becoming suspended in the future for having too many disapproved ads.

Transgender identification

Personal identification with a gender different from the gender assigned at birth, or a gender which does not conform to singular male or female identification

  • Examples: information about gender transitioning, transgender discrimination lawyers
How to fix: Transgender identification
  1. Read the policy above to learn what we don't allow. Ensure that your ads, site, or app comply with Personalized advertising policies. Note that even if ads are not targeted using sensitive categories, some types of ad content are still prohibited.
  2. Remove that content from your site or app. If your site or app has content that we don't allow, remove all content that doesn’t comply with this policy. You'll then need to request a review before moving on to the next step of checking your audience lists.

    Review my fixed website

  3. Remove that content from your ad.

    If your ad violates this policy, edit it to make it comply.

    • On your Ads page, hover over the ad you want to edit.
    • Click the pencil icon next to your ad to edit it.
    • Click Save when you're done.

    Once you edit and save your ad, it's sent for review. Most ads are reviewed within 1 business day, though some can take longer if they need a more complex review. If we find that you've removed the unacceptable content from your ad and its destination, we can approve your ad to start running.

  4. Disassociate or remove ad groups targeting audience or remarketing lists. After we review the site or app, the associated lists will be enabled. Ensure that the ads using these lists comply with Personalized advertising policies. If the ads do not comply with Personalized advertising policies, please remove the ad groups or targeting that uses the audience or remarketing lists.
If you aren't able to fix these violations or choose not to, please remove your ad to help prevent your account from becoming suspended in the future for having too many disapproved ads.

Sexual interests

We understand that sexual interests are inherently private and, depending on cultural norms, not often candidly discussed. We believe in maintaining the privacy of a user’s sexual interests, so we don’t allow personalized advertising that targets users based on their personal sexual interests, experiences, activities, or preferences. Such interests include sexual behaviors, activities, or products used when having sex. Additionally, we don’t allow categories that are sexually suggestive or intended to sexually arouse.

Advertisers can’t use sexual interest categories to target ads to users or to promote advertisers’ products or services. See below for specific examples of what we don't allow.

Partial nudity

Images or representations of people that display partially exposed sexual body parts such as breasts, genitals, or buttocks

  • Examples: images of thongs worn by live models, images of pasties worn by live models
How to fix: Partial nudity
  1. Read the policy above to learn what we don't allow. Ensure that your ads, site, or app comply with Personalized advertising policies. Note that even if ads are not targeted using sensitive categories, some types of ad content are still prohibited.
  2. Remove that content from your site or app. If your site or app has content that we don't allow, remove all content that doesn’t comply with this policy. You'll then need to request a review before moving on to the next step of checking your audience lists.

    Review my fixed website

  3. Remove that content from your ad.

    If your ad violates this policy, edit it to make it comply.

    • On your Ads page, hover over the ad you want to edit.
    • Click the pencil icon next to your ad to edit it.
    • Click Save when you're done.

    Once you edit and save your ad, it's sent for review. Most ads are reviewed within 1 business day, though some can take longer if they need a more complex review. If we find that you've removed the unacceptable content from your ad and its destination, we can approve your ad to start running.

  4. Disassociate or remove ad groups targeting audience or remarketing lists. After we review the site or app, the associated lists will be enabled. Ensure that the ads using these lists comply with Personalized advertising policies. If the ads do not comply with Personalized advertising policies, please remove the ad groups or targeting that uses the audience or remarketing lists.
If you aren't able to fix these violations or choose not to, please remove your ad to help prevent your account from becoming suspended in the future for having too many disapproved ads.

Birth control

Devices intended to prevent pregnancy or sexually transmitted diseases

  • Examples: condoms, oral contraceptive pill, contraceptive sponge
How to fix: Birth control
  1. Read the policy above to learn what we don't allow. Ensure that your ads, site, or app comply with Personalized advertising policies. Note that even if ads are not targeted using sensitive categories, some types of ad content are still prohibited.
  2. Remove that content from your site or app. If your site or app has content that we don't allow, remove all content that doesn’t comply with this policy. You'll then need to request a review before moving on to the next step of checking your audience lists.

    Review my fixed website

  3. Remove that content from your ad.

    If your ad violates this policy, edit it to make it comply.

    • On your Ads page, hover over the ad you want to edit.
    • Click the pencil icon next to your ad to edit it.
    • Click Save when you're done.

    Once you edit and save your ad, it's sent for review. Most ads are reviewed within 1 business day, though some can take longer if they need a more complex review. If we find that you've removed the unacceptable content from your ad and its destination, we can approve your ad to start running.

  4. Disassociate or remove ad groups targeting audience or remarketing lists. After we review the site or app, the associated lists will be enabled. Ensure that the ads using these lists comply with Personalized advertising policies. If the ads do not comply with Personalized advertising policies, please remove the ad groups or targeting that uses the audience or remarketing lists.
If you aren't able to fix these violations or choose not to, please remove your ad to help prevent your account from becoming suspended in the future for having too many disapproved ads.

Family status

We also use family status definitions to determine whether categories fall within the scope of sexual interests and are not allowed for ad targeting and ad content.

When your ad is reviewed, it will receive one of the following family status designations, depending on the content of your ad and website: "family safe," "non-family safe," or "adult." We don’t allow advertisers to use information related to “non-family safe” or “adult” designated categories to create targeted ads. Only “family safe” categories are allowed in personalized ads.

If a family status designation and the Personalized advertising sexual interests policy differ on how each treats a category, the Personalized advertising sexual interests policy takes precedence over the family status designation with respect to how the category can be used for targeting and ad content.

You can find out the family status of your ads by looking at the Status column located in the Ads tab of your account.

What happens if you violate our policies

Ad disapproval: Ads that don't follow this policy may be disapproved. A disapproved ad won't be able to serve using personalized advertising until the policy violation is fixed and the ad is re-approved.

List disabling: Lists that don’t follow this policy may be disabled, meaning that these lists can no longer be used with ad campaigns, and new users won’t be added to the lists. List creation restrictions may apply to both individual web pages and entire websites or apps.

Domain suspension: We may suspend websites or apps that violate this policy from using personalized advertising features, meaning that the website or app can no longer be used with features such as remarketing until the policy violation is fixed and the domain is re-approved.

Account suspension: An account may be suspended if you have several violations or a serious violation. Learn more about suspended accounts.

To ensure a safe and positive experience for users, Google requires that advertisers comply with all applicable laws and regulations in addition to the Google AdWords policies. It's important to familiarize yourself with and keep up to date on these requirements for the places where your business operates, as well as any other places your ads are showing. When we find content that violates these requirements, we may block it from appearing, and in cases of repeated or serious violations, you may no longer be able to advertise with Google.

Need help?

If you have questions about this policy, let us know:
Contact AdWords Support

Tell us what you think

Rate how helpful this page is and share your feedback with us below:
Was this article helpful?