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Misrepresentation

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

Below are some examples of what to avoid in your ads.

If you think your ad was incorrectly disapproved, you can request a review through the Disapproved ads and policy questions form.

Missing 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 (that is, important and relevant 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
    How to fix: Missing information
    1. Read the policy above to learn about the type of behaviors that we don't allow. Check your ad and website or app to see where they might be missing important information. Here are some examples:
      • Payment model and billing information: Make sure that your site or app 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 landing page 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.
      • App installs: Make sure you remove any content from the ad creative that misleads users to believe that your app is free to download when it's not.
      • Financial services (management of money and investments): See the requirements for financial services.
    2. Change your website or app. If your ad leads to content that violates this policy, fix the website or app to make it comply. 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.

      • On your Ads page, 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's sent 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 its destination, 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 offers

    Promising products, services, or promotional offers that aren't easily found from the landing 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 landing 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
    How to fix: Unavailable offers
    1. Read the policy above to learn about the type of behaviors that we don't allow. Check your ad and landing page 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 landing 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 your ad leads to content that violates this policy, edit the landing page to make it comply. Once you've fixed the violation, resubmit your ad using the steps below.

      Or, you can change your final URL to point to another part of your website or app that doesn't violate this policy.
    3. Change your ad.

      If your ad violates this policy, edit it to make it comply.

      • On your Ads page, 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's sent 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 its destination, 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 content

    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
  • Promotions that mislead or trick the user into interacting with them
    • Examples: Promotions that resemble system or site warnings/error messages, promotions that simulate message or request notifications, promotions depicting features that do not work, promotions with a transparent background
    How to fix: Misleading content
    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.
      • Ensure that your promotions are not misleading or tricking the user into interacting with them.
      • Ads should be clearly branded and the name or logo of your promoted product or business should be clearly visible on the ad.
      • App ads: Ensure that your app installation page is clear about the content and functionality of your app and any prerequisites that your app might have, such as other apps, peripheral devices, or sensors. Prerequisite apps must be available in the appropriate app store and compliant with our policies.
      • Computer functions: Ads cannot pretend to be a system or site warning. Remove this content from your images, including simulated operating system warnings, dialogue boxes, error message, menus, moving and clicking arrows, or other graphics or messages intended to gain clicks under false pretenses.

        Animated ads and Ad gallery ads can have mock animated features or icons as long as the functionality works or the purpose of these features can be achieved on the landing page.

    2. Remove that content from your website or app. If your ad leads to content that we don't allow, fix the site or app to make it comply. 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.

      • On your Ads page, 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's sent 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 its destination, 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.

    Competitive claims

    Promotions that contain the superlatives and comparatives "best," "#1," "better than," "faster than," or any other equivalent claims where that claim is not supported by third-party verification on the landing page
    • Examples: Ad text reading "#1 window cleaning service in the world" with no evidence on the landing page to support the claim of being #1. This claim would be permissible if the landing page linked to a third-party industry analysis that showed the company in question to be the most popular, highest quality service, etc.
    • Note: Ads that are written in Simplified or Traditional Chinese and target China can't contain any superlative claims or comparatives, even if such claims are supported by third-party verification.
    How to fix: Competitive claims
    1. Read the policy above. We don't allow ads that include unsupported competitive claims. Here are some examples of what you might check for:
      • If your ad uses a superlative or competitive claim, you need to support that claim by showing third-party verification on your landing page. Third-party verification must come from someone or some group unrelated to the site. Customer testimonials don't qualify as third-party verification.
      • If you don't have third-party verification for the claim, please remove the superlative or competitive language from your ad.
      • If your ad is written in Simplified or Traditional Chinese and targets China, remove any superlative or comparative claims. Such claims aren't allowed, even if the ad also targets other countries or the claims are supported by third-party verification.
      • Superlatives and comparatives include statements like "best," "#1," "better than," "faster than," or any other equivalent claims.
    2. Change your ad's landing page. If your ad leads to content that violates this policy, edit the landing page to make it comply. Once you've fixed the violation, resubmit your ad using the steps below.

      Or, you can change your final URL to point to another part of your website or app that doesn't violate this policy.
    3. Change your ad. Provide evidence of a competitive claim, or remove the claim altogether. You can also change your landing page URL to point to another part of your website or app that better matches the products or services promoted in your ad and keywords.

      If your ad violates this policy, edit it to make it comply.

      • On your Ads page, 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's sent 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 its destination, 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.

    Unclear relevance

    Promotions that are not relevant to the landing page
    • Examples: An ad that uses the keyword insertion feature without a relevant "default" keyword in place, ad title not relevant to ad text, ad doesn't clearly indicate that the resulting landing page is a search results page, engaging in keyword spam
    How to fix: Unclear relevance
    1. Read the policy above. We don't allow ads that lead users to irrelevant content, or that don't accurately reflect the business, product, or service that's promoted on your site or app. Here are some examples of what you might check for:
      • Make sure that your ad, keywords, landing page, and ad extensions are all closely related and promote the same products or services. Your ad text and keywords should accurately describe what someone will see on your landing page after clicking your ad.
      • Don't use overly general keywords.
      • Include default ad text when using keyword insertion in your ads and make sure that your resulting ad text is clear and easy to understand.
    2. Change your ad's landing page. If your ad leads to content that violates this policy, edit the landing page to make it comply. Once you've fixed the violation, resubmit your ad using the steps below.

      Or, you can change your final URL to point to another part of your website or app that doesn't violate this policy.
    3. Change your ad. Make your ad easy to read and specifically related to what's promoted on your landing page. You can also change your landing page URL to point to another part of your website or app that better matches the products or services promoted in your ad and keywords.

      If your ad violates this policy, edit it to make it comply.

      • On your Ads page, 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's sent 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 its destination, 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 behavior

    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.

    How to fix: Untrustworthy behavior

    If your account is suspended, know that our specialists have completed a thorough review of your account, ads, and site or app 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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