Search
Clear search
Close search
Google apps
Main menu

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. Advertisers are also required to comply with our policies for European Union user consent, where applicable. Learn about what happens if you violate our policies.

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

Data collection and use in personalized advertising

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.

These 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, and 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

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 that targets an overly narrow or specific audience. This includes the case where combining a remarketing list with other targeting criteria (such as geographic limitations or other user segmentation) results in an ad targeted to a relatively small number of users. Learn more about remarketing list size requirements.

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

Troubleshooter: Data collection and use in personalized advertising
  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.

  3. Remove that content from your ad. If your ad contains PII, implies knowledge of PII, or violates this policy in another way, edit the ad 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.
  4. Fix your targeting or remarketing lists. Ensure that your lists aren’t too narrowly focused. You can either remove the ad groups or targeting that uses the audience or remarketing lists, or change the size of the list to prevent hypertargeting.
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-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 in personalized advertising

Alcoholic beverages and drinks that resemble alcoholic beverages

Troubleshooter: Alcohol in personalized advertising
  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.

  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 in personalized advertising

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

Troubleshooter: Gambling in personalized advertising
  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.

  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 in personalized advertising

Physical casinos that explicitly promote gambling

Troubleshooter: Location-based gambling in personalized advertising
  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.

  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 in personalized advertising

Promotion of clinical trial recruitment

Troubleshooter: Clinical trial recruitment in personalized advertising
  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.

  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 in personalized advertising

Prescription medications and information about prescription medications

Troubleshooter: Restricted drug terms in personalized advertising
  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.

  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 in personalized advertising

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

Troubleshooter: Users under 13 in personalized advertising
  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.

  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 in personalized advertising

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
Troubleshooter: Health in personalized advertising
  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.

  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 in personalized advertising

Personal financial distress, difficulties, or deprivation

  • Examples: bankruptcy services, welfare services, homeless shelters, unemployment resources, predatory lending products and services
Troubleshooter: Negative financial status in personalized advertising
  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.

  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 in personalized advertising

Personal hardships with family, friends, or other interpersonal relationships

  • Examples: divorce services, books about coping with divorce, bereavement products or services, family counseling services
Troubleshooter: Relationships in personalized advertising
  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.

  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 in personalized advertising

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

  • Examples: bail bonds services, criminal defense lawyers
Troubleshooter: Commission of a crime in personalized advertising
  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.

  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 in personalized advertising

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

  • Examples: domestic abuse shelters, victim advocate services
Troubleshooter: Abuse and trauma in personalized advertising
  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.

  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 in personalized advertising

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
Troubleshooter: Imposing negativity in personalized advertising
  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.

  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 in personalized advertising

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

  • Examples: information about revealing your homosexuality, gay dating, gay travel, information about bisexuality
Troubleshooter: Sexual orientation in personalized advertising
  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.

  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 in personalized advertising

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.

Troubleshooter: Political affiliation in personalized advertising
  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.

  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 in personalized advertising

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
Troubleshooter: Political content in personalized advertising
  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.

  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 in personalized advertising

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
Troubleshooter: Trade union membership in personalized advertising
  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.

  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 in personalized advertising

Personal race or ethnicity

  • Examples: racially or ethnically oriented publications, racially or ethnically oriented universities, racial or ethnic dating
Troubleshooter: Race and ethnicity in personalized advertising
  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.

  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 in personalized advertising

Personal religious beliefs

  • Examples: places of worship, religious guidance, religious education or universities, religious products
Troubleshooter: Religious belief in personalized advertising
  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.

  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 in personalized advertising

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
Troubleshooter: Marginalized groups in personalized advertising
  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.

  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 in personalized advertising

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
Troubleshooter: Transgender identification in personalized advertising
  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.

  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 in personalized advertising

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
Troubleshooter: Partial nudity in personalized advertising
  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.

  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 in personalized advertising

Devices intended to prevent pregnancy or sexually transmitted diseases

  • Examples: condoms, oral contraceptive pill, contraceptive sponge
Troubleshooter: Birth control in personalized advertising
  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.

  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.

Non-family safe and Adult content

We don’t allow advertisers to use Non-family safe or Adult content to create personalized ads.

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

Need help?

If you have questions about our policies, let us know: Contact AdWords Support
Was this article helpful?
How can we improve it?