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Inappropriate content

We value diversity and respect for others, and we strive to avoid offending users with ads, websites, or apps that are inappropriate for our ad network.

For this reason, we don't allow the promotion of any of the following:

  • hatred; violence; harassment; racism; sexual, religious, or political intolerance, or organizations with such views
  • content that's likely to shock or disgust
  • content that's exploitative or appears to unfairly capitalize at the expense of others

Below are some examples of what to avoid in your ads. Learn about what happens if you violate our policies.

If you think your ad was incorrectly disapproved, you can request a review through the Disapproved ads and policy questions form.

Intolerance

The following is not allowed:

Content that incites or endorses hatred against others

Examples: Promoting hate groups, selling hate group paraphernalia

Content that inappropriately discriminates against a person or group

Examples: Advocating against a person or group on the basis of gender identity, sexual orientation, race or ethnicity, disability, religion, or age

Learn how to fix a disapproved ad or extension. If your ad was disapproved because of the ad's destination, learn how to fix a suspended site or app.

Harassment and exploitation

The following is not allowed:

Content that seeks to intimidate, exploit, or humiliate others

Examples: Bullying, extortion, blackmail, soliciting or promoting dowries

Learn how to fix a disapproved ad or extension. If your ad was disapproved because of the ad's destination, learn how to fix a suspended site or app.

Physical harm

The following is not allowed:

Content that advocates for the infliction of physical injury on oneself or another person

Examples: Sites advocating suicide, anorexia, or other self-harm; calling for the attack of another person

Content that promotes cruelty or gratuitous violence towards animals

Examples: Promoting animal cruelty for entertainment purposes, such as cock or dog fighting

Learn how to fix a disapproved ad or extension. If your ad was disapproved because of the ad's destination, learn how to fix a suspended site or app.

Shocking content

The following is not allowed:

Promotions containing violent language, gruesome or disgusting imagery, or graphic images or accounts of physical trauma

Examples: Crime scene or accident photos, execution videos

Promotions containing gratuitous portrayals of bodily fluids or waste

Examples: Blood, guts, gore, sexual fluids, human or animal waste

Promotions containing obscene or profane language

Examples: Swear or curse words, slurs relating to race or sexuality, variations and misspellings of profane language

Note: If the official name of your product, website, or app includes profane language, request a review and provide details of the name. Think about the target audience for your campaigns, and develop your keywords to fit the user's likely intent when searching.

Promotions that are likely to shock or scare

Examples: Promotions that suggest you may be in danger, be infected with a disease, or be the victim of a conspiracy

Learn how to fix a disapproved ad or extension. If your ad was disapproved because of the ad's destination, learn how to fix a suspended site or app.

Sensitive events

The following is not allowed:

Content that may be deemed as capitalizing on or lacking reasonable sensitivity towards a natural disaster, conflict, death, or other tragic event

Examples: Appearing to profit from a tragic event with no discernible benefit to the victims

Learn how to fix a disapproved ad or extension. If your ad was disapproved because of the ad's destination, learn how to fix a suspended site or app.

Threatened or extinct species

The following is not allowed:

Content that may be interpreted as trading in, or selling products derived from, threatened or extinct species

Examples: Sale of tigers, shark fins, elephant ivory, tiger skins, rhino horn, dolphin oil

Learn how to fix a disapproved ad or extension. If your ad was disapproved because of the ad's destination, learn how to fix a suspended site or app.

Need help?

If you have questions about this policy, let us know:
Contact AdWords Support
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