Adult-oriented content

Our policy

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 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: "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 that don't allow adult or mature content. Certain adult 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 or website 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, and other non-text ad formats. Ads with this status won't show in the following cases:

  • on partner websites who 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 or website 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 who 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
  • Non-consensual sexual content
    Content promoting underage, non-consensual, or other illegal sexual themes, whether simulated or real
  • Examples: Rape, incest, bestiality, necrophilia, lolita or teen-themed pornography
  • Child sexual abuse imagery
    Content promoting the sexual exploitation of minors
  • Examples: Child sexual abuse imagery or other content
  • Sexual acts in exchange for compensation
    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
  • 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
  • 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
    • Other countries

    In addition to the requirements above, some countries have further restrictions:

     
    China

    Not allowed: Dating sites
    Google doesn't allow "adult" dating ads to show in China.

    Restricted: Sexual products
    Google doesn't allow "adult" ads and sites that focus on the promotion of sexual products, like condoms, in China.

    Indonesia

    Not allowed: International bride services
    Google doesn't allow the promotion of international bride services in Indonesia.

    Not allowed: Mature content
    Google doesn't allow the following "non-family safe" content in Indonesia:

    • Sexual products and accessories including vibrators, sex pumps, sex swings, dildos, oils, lubes, and gels
    Japan

    Allowed with limitations: 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.

    Not allowed: Mature and adult services
    Google doesn't allow the following "non-family safe" and "adult" content in Japan:

    • Nude photos/videos on live communication services
    • Telephone dating clubs, sex clubs, dial-a-porn
    • Sexual dating sites
    • Extramarital affair/dating services

    Allowed with limitations: Mature content
    Google allows ads for the following content in Japan, but they'll get an "adult" family status:

    • Sex toys
    • "Live Chat"
    • Sex dolls

    Allowed with limitations: 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.

    Korea

    Not allowed: Sexual aids
    Google doesn't allow the promotion of sexual aids in Korea including sex toys and sexual enhancement pills.

    Not allowed: Mature dating and job search services
    Google doesn't allow the promotion of the following services in Korea:

    • "Non-family safe" dating and chatting sites
    • Adult job searching sites
    Malaysia

    Not allowed: International bride services
    Google doesn't allow the promotion of international bride services in Malaysia.

    Philippines

    Not allowed: International bride services
    Google doesn't allow the promotion of international bride services in the Philippines.

    Taiwan

    Not allowed: International bride services
    Google doesn't allow the promotion of international bride services in Taiwan.

    Thailand

    Not allowed: Mature content
    Google doesn't allow the following "non-family safe" content in Thailand:

    • Sexual products and accessories including vibrators, sex pumps, sex swings, dildos, oils, lubes, and gels

    Not allowed: International bride services
    Google doesn't allow the promotion of international bride services in Thailand.

    Vietnam

    Not allowed: International bride services
    Google doesn't allow the promotion of international bride services in Vietnam.

    Other countries
    There are no additional restrictions for ads whose campaign targets a country not shown in the menu above.

    What you can do

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

    Sexually explicit content
    1. Read the policy above to learn about the types of sexually explicit 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 the site that your ad leads to contains content that we don't allow, please fix the landing page to make it comply. You'll then need to request a site review before moving on to the next step of changing your ad text.
      Review my fixed website
      Or, you can choose to change your destination URL to point to another page of your website that doesn't include this type of content.
    3. Remove that content from your ad. If your ad violates this policy, please 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 gets 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.
    Adult content targeting a restricted country
    1. Read the policy above. Your "adult" ad is in a campaign that targets a country where we don't allow such content. To run your ad, you can either target a different country where we allow this type of content or you can remove that content from your ads and site.
         See where "adult" ads are allowed
    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
      Or, if it's important to keep targeting your existing locations, follow the steps below to make your ad and site comply.
    3. Change your ad's landing page. If the landing page that your ad leads to violates this policy, please change it to make it comply. Once you've fixed the violation, resubmit your ad using the steps below.

      Or, you can change your destination URL to point to another page of your website that doesn't violates this policy.
    4. Change your ad. If your ad violates this policy, please 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 gets 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.
    Adult-oriented content targeting a restricted country
    1. Read the policy above. Your "adult" or "non-family safe" ad is in a campaign that targets a country where we don't allow such content. To run your ad, you can either target a different country where we allow this type of content or you can remove that content from your ads and site.
         See where "adult" and "non-family safe" ads are allowed
    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
      Or, if it's important to keep targeting your existing locations, follow the steps below to make your ad and site comply.
    3. Change your ad's landing page. If the landing page that your ad leads to violates this policy, please change it to make it comply. Once you've fixed the violation, resubmit your ad using the steps below.

      Or, you can change your destination URL to point to another page of your website that doesn't violates this policy.
    4. Change your ad. If your ad violates this policy, please 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 gets 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.
    Adult content in rich media ad
    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 ad. Remove adult-oriented content from your images and videos including adult language, concepts, and images. If your ad violates this policy, please 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 gets 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.
    Restricted adult-oriented content (Korea, Thailand, and Indonesia)
    1. See country requirements for adult and adult-oriented content.

      When targeting Korea, Thailand, or Indonesia, the promotion of certain adult-oriented content is restricted. To run your ad, you can either target a different country where we allow this type of content or you can remove that content from your ad and site.
    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
      Or, if it's important to keep targeting your existing locations, follow the steps below to make your ad and site comply.
    3. Change your ad's landing page. If the landing page that your ad leads to violates this policy, please change it to make it comply. Once you've fixed the violation, resubmit your ad using the steps below.

      Or, you can change your destination URL to point to another page of your website that doesn't violates this policy.
    4. Change your ad. If your ad violates this policy, please 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 gets 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.
    Restricted adult-oriented content (Japan)
    1. See country requirements for adult and adult-oriented content.

      When targeting Japan, the promotion of certain adult-oriented content is restricted. To run your ad, you can either target a different country where we allow this type of content or you can remove that content from your ad and site.
    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
      Or, if it's important to keep targeting your existing locations, follow the steps below to make your ad and site comply.
    3. Change your ad's landing page. If the landing page that your ad leads to violates this policy, please change it to make it comply. Once you've fixed the violation, resubmit your ad using the steps below.

      Or, you can change your destination URL to point to another page of your website that doesn't violates this policy.
    4. Change your ad. If your ad violates this policy, please 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 gets 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.
    Sexualized nudity (Japan)
    1. See country requirements for adult and adult-oriented content.

      When targeting Japan, you aren't allowed to promote uncensored sexualized nudity. To run your ad, make sure that all genitals are obscured by a mosaic effect.
    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
      Or, if it's important to keep targeting your existing locations, follow the steps below to make your ad and site comply.
    3. Change your ad's landing page. If the landing page that your ad leads to violates this policy, please change it to make it comply. Once you've fixed the violation, resubmit your ad using the steps below.

      Or, you can change your destination URL to point to another page of your website that doesn't violates this policy.
    4. Change your ad. If your ad violates this policy, please 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 gets 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.
    Missing adult site age verification text (Japan)
    1. See country requirements for adult and adult-oriented content.

      When targeting Japan, ads for dating services need to include a warning display "18禁" and the landing page needs to be an age gate page to verify if a user is over 18.
    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
      Or, if it's important to keep targeting your existing locations, follow the steps below to make your ad and site comply.
    3. Change your ad's landing page. If the landing page that your ad leads to violates this policy, please change it to make it comply. Once you've fixed the violation, resubmit your ad using the steps below.

      Or, you can change your destination URL to point to another page of your website that doesn't violates this policy.
    4. Change your ad. If your ad violates this policy, please 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 gets 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.

    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

    Tell us what you think

    Rate how helpful this page is and share your feedback with us below: