Search
Clear search
Close search
Google apps
Main menu

Inappropriate content

We value diversity and respect for others, and we strive to avoid offending users, so we don’t allow ads or destinations that display shocking content or promote hatred, intolerance, discrimination or violence.

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 with the Disapproved ads and policy questions form.

Dangerous or derogatory content

The following is not allowed:

Content that incites hatred against, promotes discrimination of, or disparages an individual or group on the basis of their race or ethnic origin, religion, disability, age, nationality, veteran status, sexual orientation, gender, gender identity or other characteristic that is associated with systemic discrimination or marginalisation

Examples: Content promoting hate groups or hate group paraphernalia; content that encourages others to believe that a person or group is inhuman, inferior or worthy of being hated

Content that harasses, intimidates or bullies an individual or group of individuals

Example: Content that singles out someone for abuse or harassment

Content that threatens or advocates for harm of oneself or others

Examples: Content advocating suicide, anorexia or other self-harm; threatening someone with real-life harm or calling for the attack of another person; promoting, glorifying or condoning violence against others

Content that seeks to exploit others

Examples: 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.

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 intention 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 capitalising 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.

Animal cruelty

The following is not allowed:

Content that promotes cruelty or gratuitous violence towards animals

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

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 our policies, let us know: Contact AdWords Support
Was this article helpful?
How can we improve it?