Irresponsible data collection & use

Our policy

We want users to trust that information about them will be respected and handled with appropriate care. As such, our advertising partners should not misuse this information, nor collect it for unclear purposes or without appropriate security measures.

Examples of what's not allowed

Here are some examples of content that we don't allow:

Unsafe collection or use of personal information

Using security measures inappropriate for the type of information being collected
  • Examples: Collecting numbers for credit or debit cards, bank and investment accounts, wire transfers, national identity, tax ID, pension, healthcare, driver's licence, or social security numbers over an unsecured page which is not SSL protected and without a valid certificate

Misuse of personal information

Using personal information in ways that users have not consented to
  • Examples: Re-selling users' contact information, using images of users in ads without their consent

Promotions that directly address the user using personal information
  • Example: Ads addressing a user by name, title, or job position
  • Specific example: "Hello John Smith - buy flowers here!"

Promotions that use, or imply knowledge of, a user's personal information
  • Example: Promotions that claim to know your financial status or political affiliations
  • Specific example: "You're buried in debt. Get help today."

Promotions that violate our policy for advertising based on interests and location

For location or interest-based advertising, there are a variety of additional requirements relating to privacy policies, personally identifiable information (PII), sensitive information, user consent, restricted product categories, user disclosures, data sharing, and targeting minors
See requirements for interest-based advertising and remarketing

Promotions that violate our policy on consent for cookies from EU users
  • Example: Using AdWords features such as remarketing or conversion tracking without obtaining appropriate consent from EU users for using cookies

What you can do

Here's more detail about each violation and what you can do if your ad is disapproved or your site or app is suspended.

Unsafe data collection or use
  1. Change your website or app. To run your ad, you'll need to change your website or app so that you either stop collecting personal information from users or collect that personal information through a secure SSL server to keep it safe.
    • Option 1: Use a secure server.
      If you need to collect personal information from customers, make sure that you use a secure processing server (called SSL) when collecting this information. With SSL, your webpage URL will appear with https:// instead of http://.

      Here's some help to set up SSL on your site.
    • Option 2: Don't collect user data.
      You can also change your website or app so that it doesn't ask for personal information, allowing users to access content without you collecting their data.
  2. Request a review once your site or app is fixed. After you make changes, use this link to let us know:
    Review my fixed website

    We'll review your site, usually within 3 business days, though some can take longer if they need a more complex review. If we find that your site meets all of our policy requirements, we can approve it so your ads can 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.
Misuse of personal information
  1. Read the policy above to see the type of behaviors that we don't allow.
  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

    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. Change 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 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 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.
Interest-based advertising requirements
  • For help to fix your ad, see our policy for advertising based on interests and location. You'll find details on our requirements relating to privacy policies, personal or sensitive information, user consent, restricted product categories, user disclosures, data sharing, and targeting minors.

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

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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