Offensive or inappropriate content

Our policy

We value diversity and respect for others, and we strive to avoid offending users with ads or websites 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

Examples of what's not allowed

Here are some examples of content that we consider to be offensive or inappropriate:

Hatred & 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
  • Harassment, intimidation, & exploitation

    Content that seeks to intimidate, exploit, or humiliate others
  • Examples: Bullying, extortion, blackmail, soliciting or promoting dowries
  • Violence & self-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
  • 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
  • Capitalizing on 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
  • Capitalizing on 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
  • What you can do

    Here's more detail about each violation and what you can do if your ad is disapproved or your site is suspended:

    Offensive or inappropriate content
    1. Read the policy above to learn what we don't allow. Check your ad and website to see where they might include offensive or inappropriate content.
    2. Remove that content from your landing page. If the site that your ad leads to contains content that we don't allow, please fix the landing page to make it comply. You'll then need to request a site review before moving on to the next step of changing your ad text.
      Review my fixed website
    3. Remove that content from your ad. If your ad violates this policy, please edit it to make it comply.
      Take me to my account
      • On your Ads tab, 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 gets sent to us 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 landing page, 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.
    Shocking content
    1. Read the policy above to learn what we don't allow. Check your ad and website 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 or website 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 the site that your ad leads to contains content that we don't allow, please fix the landing page to make it comply. You'll then need to request a site review before moving on to the next step of changing your ad text.
      Review my fixed website

      Or, you can choose to change your destination URL to point to another page of your website that doesn't include this type of content.
    3. Remove that content from your ad. If your ad violates this policy, please edit it to make it comply.
      Take me to my account
      • On your Ads tab, 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 gets sent to us 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 landing page, 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
    1. Read the policy above to learn what we don't allow. Check your ad and website to see where they might include inappropriate content regarding a sensitive event.
    2. Remove that content from your landing page. If the site that your ad leads to contains content that we don't allow, please fix the landing page to make it comply. You'll then need to request a site review before moving on to the next step of changing your ad text.
      Review my fixed website
    3. Remove that content from your ad. If your ad violates this policy, please edit it to make it comply.
      Take me to my account
      • On your Ads tab, 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 gets sent to us 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 landing page, 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.

    What happens if you violate our policies

    • 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 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.

    To ensure a safe and positive experience for users, Google requires that advertisers comply with all applicable laws and regulations in addition to the Google AdWords policies. It's important to familiarize yourself with and keep up to date on these requirements for the places where your business operates, as well as any other places your ads are showing. When we find content that violates these requirements, we may block it from appearing, and in cases of repeated or serious violations, you may no longer be able to advertise with Google.

    Need help?

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

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