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Legal requirements

As an advertiser, you're always responsible for ensuring that you comply with all applicable laws and regulations, in addition to Google's advertising policies, for all of the locations where your ads are showing.

The guidelines below are intended to help highlight some areas where we've seen advertisers violate legal requirements in the past.

In cases where you're promoting products or services that appear to violate local laws or regulations, we may notify you that your ads appear to violate legal requirements and take action to stop the ads from running, such as by disabling ads pointing to your site. We generally err on the side of caution in applying this policy because we don’t want to allow content of questionable legality. Note that we do not allow promotions that violate applicable government trade sanctions.

As with all violations of our advertising policies, when we find content that violates these requirements, we may disapprove your ad, and in cases of repeated or egregious violations, we may suspend your account.

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

Local legal requirements

To see the type of local legal requirements that Google monitors in advertising, select a country from the menu below. Note that this is not an exhaustive list of local legal requirements or countries, and you are still responsible to research and comply with local laws where your business operates and in any region your ads target.

 

Australia

An example of what's not allowed

  • Abortion-inducing drugs

Bangladesh

An example of what's not allowed

  • Infant food products

Belgium

An example of what's not allowed

  • Radar detection products

Brazil

Some examples of what's allowed with limitations

  • Cosmetics and perfumes
  • Measuring instruments
  • Medicines and herbal medicines

Some examples of what's not allowed

  • Creatine, L-Carnitine or Carnitine, Polifenol de Alcachofra
  • Political candidates or parties
  • Unauthorized financial operators
  • Unregistered businesses: Financial services businesses (such as banks) and telecommunication services must be registered with the proper local authority to advertise.

China

Some examples of what's allowed with limitations

  • Animal feed and feed additives
  • Education and training
  • Health foods
  • Infant food products
  • Pesticides
  • Real estate
  • Religious content
  • Seeds and plants: Includes crop seeds, tree seeds, grass seeds, or aquatic shoots and cultures.
  • Veterinary drugs

Some examples of what's not allowed

  • Click packages
  • Credit card cash back services
  • Dating sites
  • Drug withdrawal treatment
  • Game hacks
  • Gender determination
  • Pesticides
  • Political content: Google doesn't allow ads promoting names of state authorities or political personnel; criticism of the Communist Party or Government of PRC; Taiwan Independence; Hong Kong Democratic Party; or riot at Tiananmen Square to show in China.
  • Private servers
  • Satellite TV equipment
  • Sexual products
  • Surrogacy
  • Tobacco products: Google doesn't allow ads promoting the name, trademark, packaging, or slogans of tobacco products to show in China.

France

Some examples of what's not allowed

  • Paternity tests: Includes clinic-based testing services and at-home test kits.
  • Radar detection products
  • Scientology

Germany

Some examples of what's not allowed

  • Radar detection products
  • Scientology
  • Secret paternity tests

Hong Kong

An example of what's not allowed

  • Plastic surgery: Includes surgeries for sight, hearing, balance, skin disease, hair, or scalp.

India

Some examples of what's allowed with limitations

  • Accounting services: Google allows ads promoting accounting services to show in India as long as they don't promote a particular accountant.
  • Legal services: Google allows ads promoting legal services to show in India as long as they don't promote a particular lawyer.
  • Medical services: Google allows ads promoting medical services to show in India as long as they don't promote a particular doctor or medical practitioner.

Some examples of what's not allowed

Indonesia

An example of what's allowed with limitations

  • Religious content

Some examples of what's not allowed

  • Credit card cash back services
  • International bride services
  • Political content: Google doesn't allow ads promoting political candidates or parties to show in Indonesia.
  • Sexual products and accessories: Google doesn't allow ads promoting sexual products and accessories including vibrators, sex pumps, sex swings, dildos, oils, lubes, and gels to show in Indonesia.

Italy

An example of what's not allowed

  • "Morning after" pill

Japan

Some examples of what's allowed with limitations

  • Commodity futures: Companies that promote commodity futures will need to register with the Ministry of Economy, Trade and Industry. A valid registration number must be displayed on the website.
  • Consumer finance and loans: Companies that promote consumer finance and loans must be a listed company. If the company isn't listed, Google will determine the permission to advertise. Also, sites that don't comply with the "upper limit on interest" law won't be displayed.
  • Credit cards: Companies that promote credit cards will need to register with the Consumer Credit Industry Association. A valid registration number must be displayed on the website.
  • Dating services: Google allows ads for dating services as long as the ads include a warning display "18禁" and the landing page is an age gate page to verify if a user is over 18.
  • Financial institutions: Companies that promote real estate, banks, securities, loan companies, FX (foreign exchange), binary options, investment advisory businesses, businesses that offer credit cards, account opening agency services, and affiliates for the above companies will need to register with the Finance Services Agency or other regulatory agencies. A valid registration number must be displayed on the website.
  • Sexualized nudity: Google doesn't allow uncensored sexualized nudity in Japan. To be allowed, genitals must be obscured by a mosaic effect. These ads will get an "adult" family status.

Some examples of what's not allowed

  • Black market financing
  • Camera voyeurism
  • Credit card cash-back services
  • Emergency numbers (such as 110 for the police department or 119 for the fire department)
  • Mature and adult services: Includes nude photos or videos on live communication services; telephone dating clubs, sex clubs, and dial-a-porn; sexual dating sites; and extramarital affair/dating services.
  • Multi-level marketing
  • Political content: Google doesn't allow ads promoting sites that are part of an election campaign to show in Japan.
  • Premium-rate prefixes (such as 0570 or 0990)

Korea

An example of what's allowed with limitations

  • Financial investment products: Ads promoting financial investment products must include a certification number and validation period provided by the Korea Financial Investment Association (KOFIA). Advertisers are responsible for making sure that their ads have been pre-approved by KOFIA.

Some examples of what's not allowed

  • Gaming currency
  • Mature dating and job search services: Includes adult job searching sites, "Non-family safe" dating sites, and chatting sites.
  • Military equipment
  • Political content: Google doesn't allow ads promoting political candidates, parties, or fundraising to show in Korea.
  • Sexual aids: Includes sex toys and sexual enhancement pills.
  • Unregistered cell phones

Luxembourg

An example of what's not allowed

  • Radar detection products

Malaysia

Some examples of what's not allowed

  • International bride services
  • Solicitation of funds by investment-related companies

Mexico

An example of what's not allowed

  • Dietetic products

Pakistan

Some examples of what's allowed with limitations

  • Infant food products
  • Medical services: Google allows the promotion of medical services in Pakistan as long as ads don't promote a particular doctor or medical practitioner.

Peru

An example of what's not allowed

  • Political advertising during electoral silence periods

Philippines

An example of what's not allowed

  • International bride services

Poland

An example of what's not allowed

  • Radar detection products

Russia

Some examples of what's allowed with limitations

  • Baby food for children under one year old and breast milk supplements: Ads for these products must include the mandatory text, "Проконсультируйтесь со специалистом. Для детей с [укажите число] месяцев,"
  • Biologically active additives (BAAs): Ads for these products must include the disclaimer, "Не является лекарством."
  • Brokering, investment services, and securities: Companies that promote brokering, securities, clearing services, asset management, trust management, or investment advisory providers must be licensed. A valid license number must be displayed on the landing page. Every ad must include the name or the registered title of the licensed financial services provider.
  • Credit institutions: Companies that promote credit services, including bank deposits, bank accounts and transfers, deposits of precious metals, encashment, cash servicing, exchange operations, bank guarantees, e-money operations, e-wallet, and other related services. Also includes businesses that offer credit cards and affiliates for the above. Companies promoting this content will need to be registered and/or licensed with the relevant authority. A valid license/registration number must be displayed on the landing page. Every ad must include the name or the registered title of the licensed/registered financial services provider.
  • Dietary supplements: Dietary supplements promoted in Russia must be registered in accordance with the law.
  • Forex and currency exchange: Companies that promote FX (foreign exchange) and Forex services need to be licensed and/or registered with the relevant Russian authority. Companies that promote currency exchange (bureau de change) services will also need to be licensed and/or registered with the relevant Russian authority. A valid license/registration number must be displayed on the landing page. Every ad must include the name or the registered title of the licensed financial services provider.
  • Insurance services: Companies that promote insurance services need to be licensed. A valid license number must be displayed on the landing page. Every ad must include the name or the registered title of the licensed financial services provider.
  • Leasing, agency in factoring: Companies that promote leasing services need to be registered. A valid registration number must be displayed on the landing page. Every ad must include the name or the registered title of the licensed financial services provider.
  • Loans, microloans, and mortgage services: Companies that promote real estate loans and mortgage services need to be registered and/or licensed with the relevant authority. A valid license/registration number must be displayed on the landing page. Every ad must include the name or the registered title of the licensed/registered financial services provider.

Some examples of what's not allowed

  • Cigarette lighters
  • Ethyl alcohol
  • Financial spread betting: Google doesn't allow ads or landing pages targeting Russia that promote CFDs, binary options, speculation on the future prices of currencies, shares, or commodities.
  • Fundraising for participatory construction and Housing Saving Cooperative Individuals’ Funds (ЖСК)
  • Information products with no age rating
  • Medical devices: Includes medical devices, medical tools, and products that require special training.
  • Medical services, including those related to artificial interruption of pregnancy (Learn more)
  • Saponin derived from the northern deer (antlers and endocrine raw)
  • Virtual currencies

Singapore

An example of what's not allowed

  • Moneylender services: This restriction does not apply to loans from banks or other financial institutions, registered credit societies, licensed pawnbrokers, or advertisers lending money to accredited investors for securities/futures or as investment trusts.

Spain

Some examples of what's not allowed

  • Dietetic products: In Spain, Google doesn't allow ads, websites, or apps that promote weight-loss related products if they claim medicinal properties, promise specific results, or use endorsements by individuals, celebrities, or organizations.
  • "Morning after" pill
  • Weight-loss medical procedures

Sri Lanka

An example of what's allowed with limitations

  • Medical services: Google allows the promotion of medical services as long as the ads don't promote a particular doctor or medical practitioner.

An example of what's not allowed

  • Infant food products

Switzerland

An example of what's not allowed

  • Radar detection products

Taiwan

An example of what's allowed with limitations

  • Immigration services: Google allows the promotion of immigration services as long as the service is registered with the proper local authorities.

An example of what's not allowed

  • International bride services

Thailand

Some examples of what's not allowed

  • International bride services
  • Mature content: Sexual products and accessories including vibrators, sex pumps, sex swings, dildos, oils, lubes, and gels.

Turkey

An example of what's not allowed

  • Unregistered dietary supplements

United Kingdom

An example of what's allowed with limitations

  • Teeth whitening products: In the United Kingdom, Google doesn't allow teeth whitening products that contain more than 0.1% hydrogen peroxide or chemicals that emit hydrogen peroxide (unless these products contain 6% or less hydrogen peroxide or chemicals that emit hydrogen peroxide and are first used on a consumer by a dental practitioner in compliance with local laws).

An example of what's not allowed

  • Secret paternity tests

United States

An example of what's allowed with limitations

  • Vehicle service contracts: Vehicle service contracts are purchased by consumers to cover the costs associated with vehicle repair after a manufacturer's warranty has expired. Google allows ads for vehicle service contracts if manufacturers or auto brands are mentioned in the ad or on the landing page, and the landing page must clarify affiliation/non-affiliation with those manufacturers or auto brands.

Some examples of what's not allowed

  • Burmese gems: Burmese rubies, jade, and jadeite are not allowed to be sold in the United States according to the Jade Act. Other Burmese gemstones (such as diamonds and spinels) are allowed.
  • Canadian online pharmacy ads: Google doesn't allow Canadian online pharmacy ads to target customers in the United States.
  • Government grant and stimulus-related promotions

Vietnam

An example of what's allowed with limitations

  • Religious content

Some examples of what's not allowed

  • International bride services
  • Political content: Including political candidates and parties.

How to fix: Local legal requirements
  1. Read the policy above to see examples of local laws that you need to follow in order to run ads in those locations. Note that the list above is not exhaustive, so we urge you to do your own research on advertising practices for the places where your business operates and where your ads are showing. Here are some common areas to research:
    • Business or product registration: If required for your location, make sure that your business or product is registered with a local authority in order to be eligible to advertise. See some examples above of registration requirements that you need to know and follow.
    • Regulated products & services: Find out about any restrictions that may apply to your products or services depending on where in the world you promote or sell them. You can see some examples above of restrictions that you need to know and follow.
    You can either target a different location or change your landing page and ad.
  2. Target a different location. If your ad meets the basic policy requirements but not those for the countries that your campaign targets, you can choose to edit your location targeting to run your ads somewhere else where they do meet our requirements. Once you target your campaign only to acceptable locations, please request a review of your disapproved ads, and we'll check if they can start running:
    Request a review
  3. Remove that content from your landing page. If your ad leads to content that we don't allow, remove all content that doesn’t comply with this policy. 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.
  4. 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.

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.

Need help?

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

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