Mobile and tablet ads

What's the policy?

The rules that apply to text ads generally apply to mobile devices and tablets too, and there are additional requirements described below. Here's a distinction between the types of mobile devices that these additional requirements apply to:

  • High-end mobile ads and tablet ads look like desktop ads and can show on devices with full Internet browsers like smartphones and tablets.
  • WAP mobile ads are shorter than normal ads and can show only on WAP-enabled devices (sometimes called "feature phones").

High-end mobile ads and tablet ads

  • Google doesn't allow phone numbers anywhere in ad text or sitelink extensions except for company names that are actual phone numbers (such as "1800-EXAMPLE"). We've created this guideline to ensure that users are being led where they expect after tapping an AdWords link on their phone.
  • Landing pages for ads on these mobile devices shouldn't include Flash or other design elements that may not render properly on a mobile device. Flash is currently not supported on iPhones or iPads, and has only limited support on Android and other high-end mobile devices.

If your site doesn't display properly on mobile web browsers (for example, because it uses Flash or contains large images), our system will not show your ad to users on a mobile device. However, your ad can still appear as usual to non-mobile users.

WAP mobile ads

  • Google doesn't allow unnecessary or gimmicky symbols in your ad text. Examples of gimmicky symbols
    • :)
    • :-o)
    • ^_^
  • Google allows common text message abbreviations in WAP mobile ads. Acceptable English abbreviations
    • 1 – one, won
    • 2 – to, two, too
    • 2day - today
    • 2moro - tomorrow
    • 2nite - tonight
    • B4 - before
    • CU - see you
    • CYA - see ya
    • D8 - date
    • Gr8 - great
    • H8 - hate
    • L8 - late
    • L8R - later
    • NE - any
    • NE1 - anyone
    • NO1 - no one
    • Q - question
    • R - are
    • RU - are you
    • Some1 - someone
    • Sry - sorry
    • Thx - thanks
    • U - you
    • UR - you are
    • W8 – weight, wait
    • Xlnt - excellent
    • Y - why
  • Mobile content is content intended for use on a mobile phone, like ringtones, wallpapers, and quizzes. We allow ads for mobile content if the ad's landing page clearly displays the following:

    • Price
    • Billing interval
    • The identification of the service as a subscription if it's a subscription service (note that unlike on desktop, ads for subscription services on WAP devices do not require an opt-in mechanism like a checkbox)

    If the site promotes an SMS code that users text in order to sign up, the price and billing interval must be clearly displayed on the same page as the SMS code.


Technical requirements

Requirement Details
Character length WAP ad headlines are limited to 18 characters, description lines to 18 characters, and display URLs to 20 characters.
Banner sizes Google currently supports the following banner sizes:

6:1 aspect ratio

  • 300 x 50, less than 7.5k file size
  • 216 x 36, less than 4.5k file size
  • 168 x 28, less than 3k file size

4:1 aspect ratio

  • 300 x 75, less than 7.5k file size
  • 216 x 54, less than 4.5k file size
  • 168 x 42, less than 3k file size

Japan-standard size

  • 192 x 53, less than 5k file size

If you already use a different ad format for an existing ad, the following formerly-accepted formats can continue to run:

  • 305 x 64, less than 3k file size
  • 215 x 34, less than 2k file size
  • 192 x 53, less than 2k file size
  • 167 x 30, less than 2k file size
Mobile markup language Google currently supports the following markup languages:
  • wml (WAP 1.x)
  • xhtml (WAP 2.0)
  • chtml (imode, etc.)
  • PDA-compliant html

WAP mobile web sites are presented in various formats and protocols, and not all mobile devices are compatible with each format. By knowing in which markup language your mobile web page is written, we can make sure your ads are shown on compatible devices.

Flash Google doesn't support Flash mobile image ads at this time.

How does this policy differ from country to country?

In addition to the requirements above, there may be further restrictions based on which countries your campaign targets. Click a country below to see additional requirements that you must meet in order for your ad campaign to target that country.

Requirement Details
Character length (WAP) Japanese-language WAP ad headlines are limited to 12 characters, description lines to 12 characters, and display URLs to 20 characters.
Fee numbers Google doesn't allow any phone number with the prefix "0570" or "0990" in Japan.
Emergency numbers Google doesn't allow "110" (police department) or "119" (fire department) phone numbers in Japan.
Emoji "Emoji" are picture characters or emoticons used in Japanese wireless messages and webpages. Google doesn't allow emoji in Japan.
Requirement Details
Character length (WAP) Chinese-language WAP ad headlines are limited to 9 characters, description lines to 9 characters, and display URLs to 20 characters.


High-end mobile and tablet ads

Example ad Allowed?
Call 650-253-0000
Novelty phone numbers
And so much more!
Not allowed
The ad text contains a phone number, which isn't allowed.

WAP mobile ad

Example ad Allowed?
WAP Games
You'll ♥♥ these
puzzles! ^_^
Not allowed
Ad text contains unnecessary or gimmicky symbols and punctuation, which isn't allowed.
Bob's Ice Cream
Don't W8
Buy 2day!
Ad text contains common text message abbreviations, which is allowed in WAP mobile ads.

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?
Rendering issues detected; landing page not serving on mobile devices with full browsers Your site does not display properly on mobile web browsers (for example, because it uses Flash or large images). The ad can be labeled "Approved (limited)" and won't appear to people using mobile devices, but can appear as usual to non-mobile users. Remove any Flash, large images, or other rendering issues from your website. Make sure to configure your website correctly so that it's visible when AdWords attempts to visit the mobile version of your site.
Unclear/Inaccurate ad text Your ad text or sitelink might contain a phone number. Or, if you're targeting Japan, your ad might include emoji characters. Remove the phone number from your ad text or sitelink extension, and remove any emoji characters from ads targeting Japan.
Unacceptable phone number If targeting Japan, your ad may be promoting a phone number with a fee, or an emergency number. Edit your ad by removing the unacceptable phone number, or change your location targeting so that it doesn't include Japan.
Punctuation Your ad contains unnecessary or gimmicky symbols. Review your ad text and remove any symbols that may be considered unnecessary or gimmicky.
Mobile content Your ad or website promotes mobile content and does does not clearly display the necessary information. Make sure to include all of the required elements in your promotion:
  • Price
  • Billing interval
  • The identification of the service as a subscription if it's a subscription service

How do I resubmit my ad for review?

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

Here's how to edit your ad:

  1. Visit your account's Ads tab.
  2. Hover over the table row that lists the ad you want to edit. Click the pencil icon next to your ad, and you'll be able to edit your ad right there.
  3. Click Save when you're done editing your ad.

After editing and saving your ad, the Status column will change from "Disapproved" to another status like "Under review" or "Eligible." We review most ads within 1 business day. Some reviews may take longer because some ads require more complex review.

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 a form where you can write to us about your issue.
Contact AdWords Support