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Misrepresentation

We don't want users to feel misled by ads that we deliver, so we strive to be clear and honest, and provide the information that users need to make informed decisions. We don’t allow ads or destinations that intend to deceive users by excluding relevant information or giving misleading information about products, services, or businesses.

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

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

Missing information

The following is not allowed:

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

Troubleshooter: 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.
  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

The following is not allowed:

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 the ad that isn't easily available 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

Note: 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 when the offer is no longer available. 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.

Learn how to fix a disapproved ad or extension. If your ad was disapproved because of the ad's destination, learn how to fix a suspended site or app.

Misleading content

The following is not allowed:

Not allowed 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

Not allowed 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

Note: If you guarantee certain results, have a clear and easily accessible refund (money-back) policy. Testimonials that claim specific results must include a visible disclaimer stating that there is no guarantee of specific results and that the results can vary. Include links to third-party verification or include relevant and noticeable disclaimers when testimonials and endorsements imply that results are typical. For health-related claims, including testimonial content, we may defer to local regulatory guidelines when enforcing this policy.

Not allowed 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

Not allowed Ads that mislead or trick the user into interacting with them

Examples: Ads that resemble system or site warnings/error messages; ads that simulate messages, dialog boxes, menus, or request notifications; hosted ads that are indistinguishable from other content; ads depicting features that do not work; ads with a transparent background; images that are segmented; an image that contains multiple copies of itself within the ad; or images that appear to be more than one ad; moving and clicking arrows

Note: 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 found on the landing page.

Not allowed Providing a business name that is anything other than the domain, the recognized name of the advertiser, or the promoted downloadable app

Troubleshooter: Misleading content
  1. Find the problem. Use the policy above to identify the problem.

    If you use 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.

  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.
  3. Edit your ad. Remove any content that doesn't comply with this policy.

    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

The following is not allowed:

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.

Troubleshooter: 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

The following is not allowed:

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; ad doesn’t accurately describe what the user will see on the destination page; using overly general keywords or engaging in keyword spam

Note: When using keyword insertion, include default ad text that is clear and easy to understand.

Learn how to fix a disapproved ad or extension. If your ad was disapproved because of the ad's destination, learn how to fix a suspended site or app.

Untrustworthy behavior

The following is not allowed:

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.

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.

Need help?

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