For this reason, we don't allow the promotion of any of the following:
- hatred; violence; harassment; racism; sexual, religious, or political intolerance, or organisations with such views
- content that's likely to shock or disgust
- content that's exploitative or appears to unfairly capitalise 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 with the Disapproved ads and policy questions form.
Content that incites or endorses hatred against others
- Examples: Promoting hate groups, selling hate group paraphernaliaContent 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 and exploitation
Content that seeks to intimidate, exploit or humiliate others
- Examples: Bullying, extortion, blackmail, soliciting or promoting dowries
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 personContent that promotes cruelty or gratuitous violence towards animals
- Examples: Promoting animal cruelty for entertainment purposes, such as cock or dog fighting
Promotions containing violent language, gruesome or disgusting imagery, or graphic images or accounts of physical trauma
- Examples: Crime scene or accident photos, execution videosPromotions containing gratuitous portrayals of bodily fluids or waste
- Examples: Blood, guts, gore, sexual fluids, human or animal wastePromotions containing obscene or profane language
- Examples: Swear or curse words, slurs relating to race or sexualityPromotions that are likely to shock or scareTroubleshooter: Shocking content
- Examples: Promotions that suggest you may be in danger, be infected with a disease or be the victim of a conspiracy
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.
- 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 intention when searching.
- 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.
- 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 that you want to edit.
- Click the pencil icon next to your ad to edit it.
- Click Save when you've finished.
Once you edit and save your ad, it's sent to us for review. Most ads are reviewed within 1 working 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.
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
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
Need help?If you have questions about this policy, let us know:
Contact AdWords Support