Review extensions

What's the policy?

A review extension must be an accurate, current, credible, non-duplicative third-party review of the advertiser's business. Like the rest of your ad text, your review extensions must comply with all AdWords policies. Review extensions also are subject to additional requirements described here.

Use accurate and current reviews

It's important that the quote or paraphrase accurately represents a current source. Here are the requirements:
  • The review's content should be visible in the text on the source page.
  • The tone and content of the review must match the original source.
  • Ellipses (...) should be used to show missing words or phrases in the middle of the review.
  • Reviews must reflect the overall content of the source page.
  • Reviews should not be more than 12 months old.
See examples
Example review Source text Allowed?
"The best website for all travel needs" The best website for booking flights is example.com, but for all travel needs I’d go elsewhere. Not allowed Not allowed
The quote doesn't accurately represent the source.
"The best website...for all travel needs" The best website for booking flights is example.com, but for all travel needs I’d go elsewhere. Not allowed Not allowed
The quote doesn't accurately represent the source.
"Out of 20 travel websites...example.com was the best." Out of 20 travel websites we looked at, our editorial board determined that example.com was the best. Allowed Allowed
Ellipses are used properly to represent the source.
"...the best travel website…" [In an article about otherwebsite.com] "After this thorough review of otherwebsite.com, we still think the best travel website is example.com" Not allowed Not allowed
The quote does exist in the source text, but is misleading because the quoted review is in reference to another website.
Top Travel Website example.com won our Top Travel Website of 2010 award. Not allowed Not allowed
The review refers to an award that is more than 12 months old.

Use a credible, third-party source

Reviews must be from credible, third-party sources, and you're responsible for ensuring that you have permission to use the reviews in your ads (if permission is necessary). The following types of reviews are prohibited:
  • Second-hand reporting (rather than directly linking to source)
  • Individual customer reviews and testimonials
  • Aggregate reviews and rankings from user review websites (however, you can show user review ratings with your ads by using seller ratings)
  • Press releases created by the advertiser, no matter who distributes/republishes it
  • Paid endorsements
  • Websites not accessible to the public (like sites that require signing up or signing in to see the review content)
  • Websites that are not family safe
  • Reviews requiring extra clicks to view (such as in videos, audio, PDFs)
See examples
Example review Source website Allowed?
example.com Rated #1 —Big Magazine example.com's website Not allowed Not allowed
Reviews must link to the original source (Big Magazine), not to the advertiser’s website.
example.com Rated #1 —Big Magazine Big Newspaper reporting on Big Magazine Not allowed Not allowed
Reviews must link to original source (Big Magazine), not to a second-hand report.
example.com Rated #1 —Big Magazine Big Magazine's website Allowed Allowed
The review is from third-party, credible source.
example.com Rated #1 by customers —User Review Site User Reviews Site, a user review aggregator Not allowed Not allowed
Aggregate ranking or ratings from user review websites are not allowed.
Rated 4.5 out of 5 stars —User Review Site User Reviews Site, a user review aggregator Not allowed Not allowed
Aggregate ranking or ratings from user review websites are not allowed.
Top Website Award —User Review Site User Reviews Site, a user review aggregator Allowed Allowed
While the source is a user review website, the award is given by the site, not simply an aggregation of user reviews.
"I really loved example.com's service" —John Doe User Reviews Site Not allowed Not allowed
Reviews must be by a third-party publication or site, not an individual person.

Use unique, substantive reviews

Reviews must not duplicate content that's already in ads and must give potential customers an idea of what it's like to use the service or business. The following are not allowed:
  • Reviews of particular locations, stores, or franchises
  • Mere descriptions of products or services (since reviews should highlight something special, such as an award or accolade)
  • Review text that repeats the source's or advertiser's name or other content already in the ad
See examples
Example ad Allowed?
Buy Shoes Now
www.shoeseller.com
#1 Shoe website on the internet
#1 Shoe website —The Weekly
Not allowed Not allowed
The content is duplicated between the ad and review.
Buy Shoes Now
www.shoeseller.com
Shoes shipped to your door, fast and easy
#1 Shoe website —The Weekly
Allowed Allowed
The review is different than the content in the ad.
Buy Shoes Now
www.shoeseller.com
Shoes shipped to your door, fast and easy
"This is a website that sells shoes" —The Weekly
Not allowed Not allowed
The review simply describes the website without giving a review.
Buy Shoes Now
www.shoeseller.com
Shoes shipped to your door, fast and easy
"We were amazed at how quickly the shoes arrived" —The Weekly
Allowed Allowed
The review gives potential customers an idea of what the company's service is like.
Buy Shoes Now
www.shoeseller.com
Shoes shipped to your door, fast and easy
The Weekly was amazed at how quickly shoes arrived —The Weekly
Not allowed Not allowed
The name of the source should not be duplicated in the review text.
Buy Shoes Now
www.shoeseller.com
Shoes shipped to your door, fast and easy
Shoeseller.com #1 shoe service —The Weekly
Not allowed Not allowed
The name of the advertiser or website should not be duplicated in the review text.
Buy Shoes Now
www.shoeseller.com
Shoes shipped to your door, fast and easy
#1 shoe service —The Weekly
Allowed Allowed
Assuming that this review accurately reflects the original article, this rating gives potential customers an idea of the company’s service.

What happens if I violate this policy?

Like all ads, extensions also go through an approval process to ensure they're acceptable for use within AdWords. If an extension doesn't follow our policies, we may disapprove it and prevent it from appearing with your ad.

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