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What's the policy?

Google AdWords doesn't allow ads for websites that have landing pages that are difficult to enter or exit. After reaching an ad's website, users must be able to return to the previous page (where they found and clicked your ad) by clicking once on their browser's back button.

We've created this policy to provide a positive experience for our users.

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?
Back button After getting to your landing page, users who click their browser's back button don't return to the previous page where they clicked your ad.

Ensure that users who land on your landing page can return to their previous page by clicking their browser's back button.

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 Support