Adult content

Google restricts the promotion of the following types of adult-oriented content:
  • offline adult entertainment
  • adult merchandise
  • dating services
  • international bride services
  • sexually suggestive content
  • images containing exposed skin and nudity

When promoting adult-oriented content, you may not do any of the following:

  • violate applicable laws or regulations for any location that your campaign targets
  • target minors
  • promote sexually explicit content
  • promote content with underage or non-consensual sexual themes
  • promote escort services or other services that may be interpreted as providing sexual acts in exchange for compensation

Family status

When your ad is reviewed, it will receive one of the following family status designations, depending on the content of your ad and website or app: "family safe," "non-family safe," or "adult." The family status designation given to your ad affects where your ad can show. For example, "adult" and "non-family safe" ads aren't allowed to show in certain countries or on certain sites or apps that don't allow adult-oriented or mature content. Certain adult-oriented content is prohibited on AdWords.

You can find out the family status of your ads by looking at the Status column located in the Ads tab of your account.

Approved

If your ad status says "Approved," that means that your ad is designated "family safe." Your ad can potentially show to any audience.

Approved (non-family)

If your ad status says "Approved (non-family)," that means that your ad is designated "non-family safe." Your ad, website, or app contains mature content, without nudity, sexual imagery or language, or sexually explicit content. We don't allow "non-family safe" ads in image ads, video ads, ad extensions, and other non-text ad formats. Ads with this status won't show in the following cases:

  • on partner websites or apps that don't accept this type of content
  • for users who've activated their SafeSearch filter
  • in countries where the content isn't allowed (see the section below for details)

Approved (adult)

If your ad status says "Approved (adult)," that means that your ad is designated an "adult" ad. Your ad, website, or app contains nudity or reference to a sexual activity. We don't allow "adult" ads in image ads, video ads, and other non-text ad formats. Ads with this status won't show in the following cases:

  • on partner websites or apps that don't accept this type of content
  • for users who've activated their SafeSearch filter
  • for queries that aren't considered "adult" in nature
  • in countries where the content isn't allowed (see the section below for details)

Prohibited adult content (never allowed)

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

Sexually explicit content

Text, image, audio, or video of graphic sexual acts intended to arouse
  • Examples: Hardcore pornography; sex acts such as genital, anal, and oral sex; masturbation; cartoon porn or hentai
Content promoting underage, non-consensual, or other illegal sexual themes, whether simulated or real
  • Examples: Rape, incest, bestiality, necrophilia, lolita or teen-themed pornography
Content that may be interpreted as promoting a sexual act in exchange for compensation
  • Examples: Prostitution, companionship and escort services, intimate massage and similar services, cuddling sites
How to fix: Sexually explicit content
  1. Read the policy above to learn about the types of content that we don't allow. Note that if your ad, site, or app is entirely dedicated to content that we don't allow, you won't be able to advertise it with us.
  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.
    Review my fixed website
  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 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 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.

Child sexual abuse imagery

Content promoting the sexual exploitation of minors
  • Examples: Child sexual abuse imagery or other content
How to fix: Child sexual abuse imagery
  1. Read the policy above to learn about the types of content that we don't allow. Note that if your ad, site, or app is entirely dedicated to content that we don't allow, you won't be able to advertise it with us.
  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.
    Review my fixed website
  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 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 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.

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

Restricted adult content (allowed under certain conditions)

Here are some examples of content that we allow only under certain conditions:

Offline adult entertainment

Non-family safe: Promotion of sex-related entertainment including location-specific entertainment
  • Examples: Strip clubs, adult parties, adult movie festivals

Adult merchandise

Non-family safe: Promotion or sale of merchandise that's intended to enhance sexual activity
  • Examples: Sex toys, lubricants, aphrodisiacs

Dating

Family safe: Promotion of general online dating services
  • Examples: General dating, matchmaking, and marriage sites including heterosexual, homosexual, and special-interest dating such as dating for animal lovers, special needs persons, religious match, etc
Non-family safe: Promotion of dating when motivated by infidelity
  • Example: Affair dating
Adult: Promotion of dating when motivated by sexual encounters
  • Examples: "swinger" sites, "hook-up" or "fling" dating

International marriage services

Non-family safe: Content promoting marriage to a foreigner
  • Examples: International bride services

Sexually suggestive content

Non-family safe: Content containing sexually suggestive text, images, audio, or video
  • Examples: Lewd or sexual language, non-explicit erotic magazines
Non-family safe: Content containing sexually suggestive poses
  • Examples: Arched back, legs spread open, or hands on covered genitalia; focus on image of covered genitalia or breasts; mimicking sex positions; drawings of sex positions

Nudity

Adult: People or representations of people that display sexual body parts
  • Examples: Visible genitalia, nipples, or buttocks; sexual body parts that are blurred or censored

Plastic surgery

Family safe: General cosmetic and reconstructive plastic surgery services
  • Examples: Liposuction, rhinoplasty, tummy tucks, reconstructive breast surgery (for example, post-mastectomy)
Non-family safe: Plastic surgery services focused on genitalia or breast augmentation
  • Examples: Breast augmentation, cosmetic or reconstructive vaginal surgery

Country restrictions

Countries allowing only family-safe ads
  • Algeria
  • Bahrain
  • Djibouti
  • Egypt
  • India
  • Iran
  • Iraq
  • Jordan
  • Kuwait
  • Lebanon
  • Libya
  • Morocco
  • Oman
  • Palestine
  • Qatar
  • Saudi Arabia
  • Syria
  • Tunisia
  • United Arab Emirates
  • Yemen
Countries allowing only family-safe & non-family safe ads
  • China
  • Germany
  • Hong Kong
  • Indonesia
  • Malaysia
  • Peru
  • Philippines
  • Russia
  • Singapore
  • South Korea
  • Ukraine
  • Vietnam
  • Thailand
Countries allowing all family statuses (Family-safe, Non-family safe, and Adult)
  • Other countries

In addition to the requirements above, your ads must comply with local laws governing adult content in the regions your campaigns target. See the complete list of country-specific requirements for more information about restrictions in the countries you want to target.

How to fix: Adult content
  1. Read the policy above to learn about the types of adult-oriented content that we don't allow. Note that if your ad or site is entirely dedicated to content that we don't allow, you won't be able to advertise it with us.
  2. 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
  3. Remove that content from your ad. Remove adult-oriented content from your ad, including adult language, concepts, images, and video.

    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 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 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.

Tip

If you use App Promotion Ads, remember that app meta data such as "App icons," "App title," and "Developer name" must comply with these policies.

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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