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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 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.

If you think your ad was incorrectly disapproved, you can request a review with 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
How to fix: Intolerance
  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 offensive or inappropriate content.
  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.
    Review my fixed website
  3. Remove that content from your ad. If your ad violates this policy, edit it to make it comply.
    Take me to my account
    • On your Ads tab, 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 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.

Harassment and exploitation

Content that seeks to intimidate, exploit or humiliate others
  • Examples: Bullying, extortion, blackmail, soliciting or promoting dowries
How to fix: Harassment and exploitation
  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 offensive or inappropriate content.
  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.
    Review my fixed website
  3. Remove that content from your ad. If your ad violates this policy, edit it to make it comply.
    Take me to my account
    • On your Ads tab, 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 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.

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
How to fix: Physical harm
  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 offensive or inappropriate content.
  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.
    Review my fixed website
  3. Remove that content from your ad. If your ad violates this policy, edit it to make it comply.
    Take me to my account
    • On your Ads tab, 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 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

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
How to fix: 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 intention 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.
    Review my fixed website

    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.
    Take me to my account
    • On your Ads tab, 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 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

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
How to fix: Sensitive events
  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 inappropriate content regarding a sensitive event.
  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.
    Review my fixed website
  3. Remove that content from your ad. If your ad violates this policy, edit it to make it comply.
    Take me to my account
    • On your Ads tab, 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 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.

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
How to fix: Threatened or extinct species
  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 offensive or inappropriate content.
  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.
    Review my fixed website
  3. Remove that content from your ad. If your ad violates this policy, edit it to make it comply.
    Take me to my account
    • On your Ads tab, 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 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.

Follow local laws: 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 familiarise yourself with and keep up to date on these requirements for the places where your business operates, as well as any other places that 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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