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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 your 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

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

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

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

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
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
Troubleshooter: Shocking content
  1. Read the policy above to learn what we don't allow. Check your ad and website or app to see where they might include shocking content.
    • Here are some examples:
      • Profane language including variations and misspellings
      • Violent language
      • Gruesome or disgusting imagery
      • Graphic images or accounts of physical trauma
      • Gratuitous bodily fluids or waste
      • Promotions that are likely to shock or scare
    • If the official name of your product, website, or app includes profane language, request another review and provide details of the name. We'll let you know if we're able to approve your ad or keyword according to this policy. Think about the target audience for your campaigns, and develop your keywords to fit the user's likely intent when searching.
  2. Remove that content from your landing page. If your ad leads to content that we don't allow, remove all content that doesn’t comply with this policy. You'll then need to request a review before moving on to the next step of changing your ad text.


    Or, you can choose to change your final URL to point to another part of your website or app that doesn't include this type of content.
  3. Remove that content from your ad.

    If your ad violates this policy, edit it to make it comply.

    • On your Ads page, hover over the ad you want to edit.
    • Click the pencil icon next to your ad to edit it.
    • Click Save when you're done.

    Once you edit and save your ad, it's sent for review. Most ads are reviewed within 1 business day, though some can take longer if they need a more complex review. If we find that you've removed the unacceptable content from your ad and its destination, we can approve your ad to start running.

If you aren't able to fix these violations or choose not to, please remove your ad to help prevent your account from becoming suspended in the future for having too many disapproved ads.

Sensitive events

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

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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