"Anti" and violence

What's the policy?

Google AdWords doesn't allow the promotion of "anti" or violent concepts, such as the following:

  • Ad text advocating against an organization, person, or group of people
  • Ads and associated websites advocating against a protected group. A protected group is distinguished by one of the following: race or ethnic origin, color, national origin, religion, disability, sex, age, veteran status, sexual orientation, or gender identity
  • Attempts to revise history against the interests of a protected group
  • The promotion of self-harm and violence against people or animals

In addition, any ads that link to Scientology content must clearly indicate that the website is related to Scientology. For example, the ads should refer to "Scientology," "Ron Hubbard," or "Dianetics."

We've created this policy due to legal regulations, to ensure a positive user experience, and to protect Google's brand.

How does this policy differ from country to country?

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

Australia

Product Allowed? Details
Concepts that promote "anti" Not allowed Not allowed Google doesn't allow the promotion of ads that advocate against the following additional groups, as recognized by Australian legislation:
  • Political opinion
  • Marital status
  • Family responsibility or family status
  • Employment status
  • HIV or AIDS infected
  • Irrelevant criminal record
  • Irrelevant medical record

France

Product Allowed? Details
Scientology Restricted Scientology ads targeting France aren't allowed to target minors and are categorized as non-family safe.

Germany

Product Allowed? Details
Religious concepts Not allowed Not allowed Google doesn't allow the promotion of Scientology.

Indonesia

Product Allowed? Details
Religious concepts Not allowed Not allowed Google doesn't allow the promotion of religious content.

New Zealand

Product Allowed? Details
Concepts that promote "anti" Not allowed Not allowed Google doesn't allow the promotion of ads that advocate against the following additional groups as recognized by New Zealand legislation:
  • Marital status
  • Family status
  • Political status
  • Employment status

Vietnam

Product Allowed? Details
Religious concepts Not allowed Not allowed Google doesn't allow the promotion of religious content.

Examples

Product Allowed? Details
Nazi collectibles Not allowed Not allowed

Google doesn't allow the promotion of hate groups or organizations such as KKK and Nazi organizations or hate/anti-related memorabilia such as KKK or Nazi collectibles.

Promoting suicide Not allowed Not allowed

Google doesn't allow the promotion of self-harming or violence against people or animals, such as suicide, pro-anorexia or bulimia, and street violence.

Revisionist concepts Not allowed Not allowed Google doesn't allow the promotion of revisionist concepts such as "the holocaust never happened."
Political concepts, religious concepts, and awareness ads Allowed Allowed with limitations

Google allows the promotion of the following as long as they don't include concepts that promote "anti" or violence:

  • Political concepts
  • Religion or religious organizations
  • Consumer awareness ads (positive and negative)
Self defense, hunting, and sporting events Allowed Allowed

Google allows the promotion of the following:

  • Self-defense
  • Some hunting-related products
  • Sporting events, such as boxing

What can I do if my ad gets disapproved?

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

Disapproval reason What does it mean? What do I do now?
"Anti" and violence Your ad or website is promoting hate/anti content.

Remove all references to hate/anti content from your ad and website.

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

Promotion of violence Your ad or website is promoting violence.

Remove all references to violence from your ad and website.

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

Revisionist concepts Your ad or website is promoting revisionist concepts.

Remove all references to revisionist concepts from your ad and website.

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

How do I resubmit my ad for review?

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

Here's how to edit your ad:

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

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

What happens if I violate this policy?

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

Contact information

If you still have questions about this policy, you can contact us via the link below. You'll be taken to our "Ad Approvals and Policies" form where you can write to us about your issue.

Contact AdWords SupportContact AdWords Support