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Abusing the ad network

We want ads across the Google Network to be useful, varied, relevant and safe for users. We don’t allow ads, content or destinations that are malicious or attempt to trick or circumvent our ad review processes. We take this issue very seriously, so play fair.

Below are some examples of what to avoid in your ads. Learn about what happens if you violate our policies.

Malicious or unwanted software

These requirements apply to your ads and any software that your site or app either hosts or links to, regardless of whether the software is promoted through the Google advertising network. The following is not allowed:

Malicious software or "malware" that may harm or gain unauthorised access to a computer, device or network

Examples: Computer viruses, ransomware, worms, trojan horses, rootkits, keyloggers, diallers, spyware, rogue security software and other malicious programs or apps

Ads or destinations that violate Google's Unwanted Software policy

Examples: Failure to be transparent about the functionality that the software provides or the full implications of installing the software; failing to include Terms of Service or an End User Licence Agreement; bundling software or applications without the user's knowledge; making system changes without the user's consent; making it difficult for users to disable or uninstall the software; failing to properly use publicly available Google APIs when interacting with Google services or products

Troubleshooter: Malicious or unwanted software
  1. Check the status of your site in Google Search Console. If you haven’t used Search Console before, enter the URL of your website and click "Add a property" to see its status. You may need to verify that you own the site.

    If Search Console doesn’t report any problems, your site could still have security issues that were detected by AdWords. Consult with your webmaster or web hosting provider and use tools such as Stop Badware to investigate further. Learn more about how we identify malicious or unwanted software.

  2. Remove any malicious or unwanted software. Google provides resources and instructions to help you fix your site through Help for Hacked Websites.
  3. Request a review of your site or app.

    Review my site or app

    If the review shows that any malicious or unwanted software has been removed, your ads will be approved to run.

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.

Unfair advantage

The following is not allowed:

Using the Google Network to gain an unfair traffic advantage over other participants in the auction

Examples: Affiliates that advertise on AdWords against the applicable affiliate programme rules, promoting the same or similar content from multiple accounts on the same or similar queries, trying to show more than one ad at a time for your business, app or site

Note: Keywords should fit the target audience’s likely intent when searching, and each website or app that you promote should offer distinct value to users. For example, avoid promoting similar products and prices across related destinations.

Circumventing systems

The following is not allowed:

Not allowed Engaging in practices that attempt to circumvent or interfere with Google's advertising systems and processes

Examples: Cloaking; using dynamic DNS to switch page or ad content; manipulating ad text or site content in order to bypass our automated system checks; restricting access to so many of your landing pages that it makes it difficult to meaningfully review your ad, site or account

Not allowed Manipulating ad text in an attempt to bypass our automated system checks

Examples: Misspelling prohibited words or phrases to avoid ad disapproval; manipulating trademark terms in the ad text to avoid the restrictions associated with the use of that trademark

Troubleshooter: Circumventing systems

We take violations of this policy very seriously. Accounts that attempt to circumvent our systems may be suspended and won't be allowed to advertise with us again.

If this is an error and you believe you haven’t violated our policy, submit an appeal and explain why. We only reinstate accounts in compelling circumstances, so it's important that you take the time to be thorough, accurate and honest.

It’s possible to have an ad disapproved for violating this policy without having your entire account suspended. This is most common when a word or phrase in the ad appears to be too similar to a prohibited word or a trademarked term that you aren’t authorised to advertise. In this case, simply remove that word or phrase from your ad. Once you edit and save the ad, it will automatically be reviewed and can be approved to run if we find that it no longer violates this policy.

Webmaster Guidelines

The following is not allowed:

Engaging in practices that violate the Google Webmaster Guidelines

Examples: Keyword stuffing, cloaking, sneaky redirects, doorway pages, spamming social network sites

Need help?

If you have questions about our policies, let us know: Contact AdWords Support
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