Misrepresentation of self, product, or service

Our policy

We don't want users to feel misled by ads that we deliver, and that means being upfront, honest, and providing them with the information that they need to make informed decisions. For this reason, we don't allow the following:
  • promotions that prompt users to initiate a purchase, download, or other commitment without first providing all relevant information and obtaining the user's explicit consent
  • promotions that represent you, your products, or your services in a way that is not accurate, realistic, and truthful

Examples of what's not allowed

Here are some examples of content that we consider to be misrepresentative:

Omission of relevant information

Failure to clearly and conspicuously disclose the payment model and full expense that a user will bear
  • Examples: Price, shipping costs, and other billing related information; interest rates; late payment fines or recurring subscription cost; using premium rate phone numbers in call extensions

  • Failure to display legitimate physical contact information for a financial services business, or omitting material details about short-term loans or loan modification and foreclosure products
  • Examples: A bank that doesn't display its physical address, a loan company that does not disclose the monthly interest rate or the penalty amount for late payment
  • See requirements for financial services

    Omitting material information when soliciting a charitable or political donation
  • Examples: Failing to display a charity or tax exemption number for charitable donations, failing to disclose whether political donations are tax exempt
  • Unavailable promotions

    Promising products, services, or promotional offers that aren't easily found from the destination page
  • Examples: Promoting products that are not stocked, promoting a deal that is no longer active, promoting a price that is inaccurate, call-to-action in promotion that isn't easily achievable from the destination page
  • Specific example: Ad reads "Buy tablets from $40," but upon clicking on the ad, the user finds no tablets available for purchase at $40
  • Misleading or unrealistic promotions

    Making false statements about your identity or qualifications
  • Examples: A college student purporting to be a qualified lawyer, an unlicensed plumber claims to be licensed

  • Using false claims or claims that entice the user with an improbable result (even if this result is possible) as the likely outcome that a user can expect
  • Examples: "Miracle cures" for medical ailments, extreme weight loss products or programs, "get rich quick" schemes or promising large financial return for minimal effort or investment
  • Specific example: A weight loss ad that says you can eat whatever you want and lose 10 pounds in a month

  • Falsely implying affiliation with, or endorsement by, another individual, organization, product, or service
  • Examples: Misleading use or mimicry of official government sites, stamps, seals, or agency names
  • Specific example: An advertiser mimics the layout and design of an official government agency site
  • Untrustworthy promotions

    Concealing or misstating information about the business, product, or service
  • Examples: Enticing users to part with money or information under false or unclear pretenses; presenting a false identity, business name, or contact information; charging users for products or services typically available for free; sites that are "phishing" for users' information
  • We take untrustworthy promotions very seriously and consider them to be an egregious violation of our policies. Advertisers or sites that are found to be untrustworthy are not permitted to advertise with us again, so please err on the side of caution in being clear about the product, business, or service that you're promoting. Note that in determining whether an advertiser or site is untrustworthy, we may review information from multiple sources including your ad, website, accounts, and third party sources.

    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:

    Omission of relevant information
    1. Read the policy above to learn about the type of behaviors that we don't allow. Check your ad and website to see where they might be missing important information. Here are some examples:
      • Payment model and billing information: Make sure that your site clearly and conspicuously discloses the full expense that a user will bear, as well as how your billing process works.
      • Donations: If your ad or site solicits donations that are tax-exempt, please clearly indicate your tax-exempt status on your landing page or donation page, including your charity number. For example, in the United States, 501(c)(3) or 501(c)(4) status is an indicator of the required tax-exempt status.
      • Downloads: See the requirements for software downloads.
      • Financial services (management of money and investments): See the requirements for financial services.
    2. Change your website. If the site that your ad leads to violates this policy, please change it 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.
    Misleading or unrealistic promotions
    1. Read the policy above to learn about the behaviors that we don't allow. Here are some things you can do:
      • Remove misleading or exaggerated claims from your ad text and website, including scientifically improbable claims that are unlikely to deliver on their promise (such as cures for incurable ailments).
      • If you guarantee certain results, have a clear and easily accessible refund (money-back) policy.
      • If you show testimonials that claim specific results, include a visible disclaimer stating that there's no guarantee of specific results and that the results can vary.
      • Include links to third-party verification and/or include relevant and noticeable disclaimers when testimonials and endorsements imply that results are typical.
    2. Remove that content from your website. If the site that your ad leads to contains content that we don't allow, please fix the site 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.
    Unavailable promotions
    1. Read the policy above to learn about the type of behaviors that we don't allow. Check your ad and website to see where you can make it easier for users to find what your ad promotes. Here are some examples:
      • Finding offers: All advertised products, services, and promotional offers must be easily found from the destination page.
         
      • Up-to-date offers: All discounts and offers in your ad must be up-to-date. Avoid creating ads for specific offers unless you can update your ads as your inventory or offers change. For example, if you create an ad for a one-day promotional discount, remember to update or remove the ad the next day once the offer is no longer available.

        Tip: If the inventory or prices on your site change often, consider setting up Dynamic Search Ads which automatically show your ad based on the content of your website.
    2. Change your ad's landing page. If the landing page that your ad leads to violates this policy, please change it to make it comply. Once you've fixed the violation, resubmit your ad using the steps below.

      Or, you can change your destination URL to point to another page of your website that doesn't violates this policy.
    3. Change 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.
    Untrustworthy promotions

    If your account is suspended, know that our specialists have completed a thorough review of your account, site, and ads and have suspended your account only after concluding with high confidence that you have violated our policies. We reinstate accounts only if there's compelling evidence that we made an error. If you believe we've made an error, you can submit an appeal with any additional information you can provide.

    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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