Unclear billing

What's the policy?

Google AdWords doesn't allow billing or pricing models that aren't transparent to users. This transparency must be present during the checkout process and clearly tell users how they'll be charged.


  • Your billing terms and conditions must be clear and conspicuous to users.
  • Your billing terms and conditions cannot just be provided via a link.
  • Your prices and billing methods must be easily located on your website and obvious to users. In cases of recurrent billing or subscriptions, the price and billing interval must be present in a clear and obvious location on the page where users provide their information, and you must have an opt-in box. Providing prices and billing information in very small print on your website isn't considered obvious to users.
  • Negative option billing isn't allowed. Negative option billing is a type of billing model that uses a subscription service. When a user is charged a recurring fee at a regular interval, like $9.99/week, it's called a subscription. Under this model, users who sign up for the promoted service are automatically bound to a subscription that doesn't allow them to cancel unless they request the cancellation prior to receiving the first bill.
Additional Requirements for Mobile Content

We define mobile content as any product or service that's payed for or billed on a mobile phone. Examples include ringtones, wallpapers, and quizzes. We allow the promotion of subscription-based mobile content as long as it observes the guidelines outlined below.

Requirements for ads:

  • Text and display ads
    • Should include the price and billing interval of the subscription – for example, "$9.99/month"
    • If the price varies depending on which carrier is used, the highest price should be the one quoted
  • WAP mobile ads
    • No additional requirements

Requirements for landing pages:

Text, display, and WAP mobile ads:
  • Should include the following on the first page where personal information, like a cell phone number, name, email address, birthday, is requested:
    • Price and billing interval should be clearly displayed. "Clearly displayed" means written in a font that contrasts legibly with the background it's written on and is large enough to be read.
    • If the price varies depending on which carrier is used, the highest price should be the one quoted.
    • Opt-in mechanism, such as a checkbox, should be placed next to the price and billing interval.
    • If users don't proactively opt in, they shouldn't be able to proceed down the purchase funnel. A checkbox, for example, shouldn't come pre-checked as default.
  • If the site promotes an SMS code that users text in to sign up for a subscription service, the price, billing interval, and identification as a subscription service must be clearly displayed right next to the SMS code. No opt-in mechanism is necessary.
  • Note: Our ad reviewers mimic user behavior by going through the purchase funnel that you've set up. If our reviewers get to a point where the only thing they can do is click on a "made for ads" page, they'll disapprove your ad.

We've created this policy to make sure users are clear about how they'll be billed.


Example ad Acceptable?
Awesome Ringtones
Enter phone number and get
ringtones. Only $9.99/month!
The price and billing mechanism are defined.
Super Update Product
Automatically updates all
your PC drivers for free!
Not acceptable
The ad wouldn't be acceptable if the user is billed for updates that make the product functional after download.

Example landing page Acceptable?

Get ringtones now!
Enter your cell phone number:

Get 10 bonus tones for $9.99/month Submit
An opt-in mechanism (checkbox) appears on the landing page, and the pricing information is legibly written next to the opt-in.

Get ringtones now!

Get 10 bonus tones for $9.99/month.

Enter your cell phone number:

Not acceptable
The price and billing mechanism are defined, but it's not accompanied by an opt-in checkbox.

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:

  • Review the guidelines above and see where your ad or website might be causing issues. It might be as simple as adding clear billing terms in your checkout process or including information about the billing interval in your ad text when promoting mobile content.
  • 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 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 can I do if my site gets suspended?

  • Review the guidelines above and see where your website might be causing issues. Make changes to your website so that all billing and pricing models are clearly and conspicuously displayed to users.
  • Please note that we may look at other pages of a website for compliance, not just the landing page of an ad.
  • After making any necessary changes to your site, request a re-review of your site by following the instructions below.

How can I request a re-review of my website?

Once you've addressed the violation, please contact us via the link below. You'll be taken to our "Site Policy" form where you can request a re-review of your site.
Request a re-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