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Editorial

In order to provide a quality user experience, Google requires that all promotions meet high professional and editorial standards. We only allow promotions that are clear, professional in appearance and that lead users to content that is relevant, useful and easy to interact with.

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 with the Disapproved ads and policy questions form.

Unclear content

The promotion is incomprehensible or does not make sense

Examples: Gibberish ad text, overly generic or vague promotions, making ValueTrack tags visible in ad text, blank or gibberish landing page content

Promotions that do not name the product, service or entity they are promoting, including animated ads that do not clearly display identifying information such as a product or company name, logo or Display URL on the final static frame (after the animation has ceased).

Examples: Not including identifying information, such as a product or company name, logo or Display URL in the promotion

Troubleshooter: Unclear content
  1. Read the policy above. We don't allow ads that are unclear, confusing or don't accurately reflect the business, product or service that's promoted on your site or app. Here are some examples of things to check for:

    • Check that your ad and landing page use text that makes sense and isn't overly generic.
    • Make sure that your ad text or ad extension does not seem incomplete or like it has been cut off.
    • Make sure that information about your business is accurate including your business name, business location, and Google My Business information.
    • Images, videos, audio and other elements of your ad should be good quality and not blurry, unclear or unrecognisable. Also make sure that each element is relevant to the rest of your ad and landing page.
    • Remove any ValueTrack tags in your ad text.
    • Make sure that you include your product name, company name, logo or Display URL in your promotion. For animated ads, please ensure that once the animation has ceased, the final static frame clearly displays identifying information such as a product or company name, logo or Display URL.
  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. Change your ad. Edit your ad to make it 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 on Save when you've finished.

    Once you edit and save your ad, it's sent to us for review. Most ads are reviewed within 1 working 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.

Style and spelling

Promotions that do not use the features of the ad unit for their intended purpose

Examples: Ads that don't contain promotional content, text ads missing a line of text, phone numbers in ad text, text ads that have the description running into the Display URL, using the URL field as an additional line of text, using an email address in place of a phone number when using the call extension feature

Promotions that are inconsistent with the clear and informational presentation style of the Google Search results

Examples: Ads that use bullet points or numbered lists, ads containing a call to action such as "click here", excessive or gimmicky use of repetition, such as the following: fllllowers, flowers-flowers-flowers

Promotions that do not use commonly accepted spelling, grammar or spacing

Examples: "Flowers here buy" or "Buy flwres here" instead of "Buy flowers here"; excessive or gimmicky use of spacing, such as the following: f l o w e r s, buyflowershere

Image ads that mimic or simulate an AdWords text ad

Example: Using a screenshot of a text ad to simulate an authentic text ad

Ads that exceed character limits for double-width character languages

Note: Character limits for text vary depending on whether the text appears in a single-width or double-width language. Double-width languages, such as Chinese, Japanese and Korean, use double-width characters that take twice as much space as single-width characters. Therefore, character limits in these languages are half that of other languages.

Troubleshooter: Style and spelling
  1. Read the policy above. Here are some examples of what we don't allow in your ad text:

    Style requirements

    • Ads can't contain generic call-to-action phrases such as "click here" or other similar phrases that could apply to any ad, regardless of content.
    • Make sure that your ad text doesn’t have missing lines of text or excessive spacing.
    • The third line of text can't run into the Display URL and the URL field can't be used as an additional line of text.
    • Image ads can’t use screenshots to mimic text ads.
    • Audio and video are allowed, but the default setting must be "off"
    • Animated ads can't include a game or contest that people play in order to win prizes or other compensation. Ads cannot encourage people to win a game or contest or claim prizes by clicking the ad. However, ads can promote sweepstakes and contests that are played on the site. Ads can simulate mouse or computer actions (like mimicking the movement of a mouse icon within the parameters of the ad), as long as the mousing effects stop after 5 seconds.

    Spelling and grammar

    • Make sure that your ad text doesn't have incorrect grammar or spelling.
    • Ad text can't contain inappropriate spacing between words, letters or punctuation.

    Phone number in ad text

    • We want people to understand that clicking an ad will lead to a website or app and not a phone call. To help avoid this confusion, phone numbers and vanity phone numbers can't be used anywhere in text ads or sitelink extensions.
    • Tip: If phone calls are important to your business, consider using call extensions – they add a "Call" button to your ad on mobile phones to let customers call you right from your ad. If your primary goal is to increase phone calls, you can also create call-only ads.
    • Exceptions for spelling and grammar: If incorrect grammar, spelling, punctuation, capitalisation or spacing is part of trademarked terms, brand names or product names featured in your ads, and they appear that way consistently throughout your website or app

      Exception for phone numbers: If your company name is an actual phone number (such as "1-800-EXAMPLE")

    If your ad meets one of those exceptions, please request a review. We'll review the information and see if we can approve your ad.
  2. 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 on Save when you've finished.

    Once you edit and save your ad, it's sent to us for review. Most ads are reviewed within 1 working 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.

Repetition

Non-standard, gimmicky or unnecessary repetition of names, words or phrases

Note: This policy includes extensions repeating text that already appears in ad text

Examples: Repeating the advertiser name, repeating the product name

Extension text that repeats words or phrases within the same extension or another extension in the same ad group, campaign or account

Capitalisation

Capitalisation that is not used correctly or for its intended purpose

Examples: Excessive or gimmicky use of capitalisation, such as the following: FLOWERS, FlOwErS, F.L.O.W.E.R.S

Troubleshooter: Capitalisation
  1. Read the policy above. Here are some examples of what we don't allow in your ad text and Display URL:
    • Excessive capitalisation, such as words or phrases in all capitals (example: "FREE")
    • Inter-capitalisation within words (example: "FrEe ShIpPiNg")

    Exceptions: Full capitalisation and inter-capitalisation is allowed in ads for these circumstances:

    • Trademarks, brand names, or product names (such as "AdWords") that are consistently capitalised throughout your website or app
    • Common abbreviations (example: "ASAP") and acronyms (example: "USA")
    • Coupon codes

    If your ad meets one of those exceptions, please request a review. We'll review the information and see if we can approve your ad.

  2. 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 on Save when you've finished.

    Once you edit and save your ad, it's sent to us for review. Most ads are reviewed within 1 working 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.

Symbols

Punctuation or symbols that are not used correctly or for their intended purpose

Examples: Exclamation marks in the ad headline, excessive or gimmicky use of numbers, symbols, or punctuation, such as the following: f1owers, fl@wers, Flowers!!!, f*l*o*w*e*r*s, F.L.O.W.E.R.S

Troubleshooter: Symbols
  1. Read the policy above. Here are some examples of excessive or gimmicky punctuation and symbols that we don't allow:
    • Exclamation mark in the ad's headline
    • More than one exclamation mark in an ad
    • Repeated punctuation or symbols
    • Symbols, numbers and letters that don't adhere to their true meaning or purpose such as using "@ home" to mean "at home"
    • Non-standard use of superscripts
    • Non-standard symbols or characters like asterisks and vertical lines
    • Bullet points
    • Ellipses

    For App ads, note that your app title and developer name are also subject to this policy. You may need to change them within the developer console before you re-submit your ads for approval. If the actual name of the app contains punctuation or symbols, please refer to the exceptions section below to see if they apply to you.

    Exceptions: Non-standard punctuation and symbols are allowed in ads for these circumstances:

    • Trademarks, brand names or product names that use non-standard punctuation or symbols consistently throughout the website
    • Symbols used in commonly acceptable ways, such as using an asterisk (*) to indicate hotel star rating in "5* hotels"
    • Legally-required asterisks or superscript to indicate that conditions apply

    If your ad meets one of those exceptions, please request a review. We'll review the information and see if we can approve your ad.

  2. 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 on Save when you've finished.

    Once you edit and save your ad, it's sent to us for review. Most ads are reviewed within 1 working 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.

Image quality

Images that are sideways, upside down or that don’t take up the entire space of the chosen image size

Images that are blurry, unclear, unrecognisable or contain illegible text

Strobing, flashing, or otherwise distracting images

Note: Mousing effects, such as graphics that react to mouse movement, are allowed as long as the movement is initiated by the user.

Ads that expand beyond the frame or otherwise encroach on the website or app

Troubleshooter: Image quality
  1. Read the policy above to learn about what we don't allow. Check your images to make sure that they’re used correctly and are easily recognisable.
  2. Fix the image. Alter your image so that it complies with the policy. Then re-upload the image.
  3. Edit your ad to make it comply with this policy. If the image can’t be fixed, upload a different image that complies with the policy.
    • 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've finished.

    Once you edit and save your ad, it's sent for review. Most ads are reviewed within 1 working day, though some can take longer if they need a more complex review. If we find that you've correctly edited the ad to comply with AdWords policies, we can approve it 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.

Video quality

Videos that are blurry, unclear, unrecognisable, or that contain illegible text

Troubleshooter: Video quality
  1. Read the policy above to learn about what we don't allow. Check your videos to make sure that they’re clear and easily recognisable.
  2. Fix the video. Alter your video so that it complies with the policy. Then re-upload the video.
  3. Edit your ad to make it comply with this policy. If the video can’t be fixed, upload a different video that complies with the policy.
    • 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've finished.

    Once you edit and save your ad, it's sent for review. Most ads are reviewed within 1 working day, though some can take longer if they need a more complex review. If we find that you've correctly edited the ad to comply with AdWords policies, we can approve it 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.

Need help?

If you have questions about this policy, let us know:
Contact AdWords Support
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