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Data collection and use

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.

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.

Note that there are separate policies for remarketing lists and personalized ads (formerly known as interest-based ads). If you use personalized ads, be sure to review the additional data collection policies that also apply to how you use personal information in advertising.

Inadequate data security

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
How to fix: Inadequate data security
  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:


    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.

Misusing 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."
How to fix: Misusing personal information
  1. Read the policy above to see the type of behaviors that we don't allow. If you are using personalized ads, there additional policies for using personal information.
  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.


    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.

    • 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.

European Union user consent

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
How to fix: European Union user consent
  1. Read the policy above to learn what we don't allow.
  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. 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.

Unauthorized cookies on Google domains

Setting a cookie on a Google domain
  • Example: Allowing a third-party to set a cookie on doubleclick.net or googlesyndication.com
How to fix: Unauthorized cookies on a Google domain
If your ad is disapproved, change your server and ads to make sure they are not setting unauthorized cookies on a Google domain such as doubleclick.net and googlesyndication.com. Then resubmit your ad for us to review.

Once you've fixed the violations, request a review and we'll see if we can approve your ad to start running:
Request a review

You can also refer to Google's requirements for third-party ad serving.

What happens if you violate our policies

Ad or extension disapproval: Ads and extensions that don't follow this policy may be disapproved. A disapproved ad won't run until the policy violation is fixed and the ad is approved.

Site suspension: We may suspend websites that violate our policies, meaning that the website can no longer be advertised until the problem is fixed.

Account suspension: An account may be 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 be permanently suspended and your new accounts may be 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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