Family status

What's the policy?

When your ad is reviewed, it'll get labeled with one of the following family statuses, depending on the content of your ad and website: "family safe," "non-family safe," or "adult." The family status given to your ad affects where your ad can show. For example, "adult" ads aren't allowed to show in certain countries or on certain sites that don't allow adult content.

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 "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 "non-family safe." Your ad or website contains adult-oriented content without nudity or sexually explicit content. This might include adult language, concepts, or images. For some policies, 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 Safe Search filter.
  • In countries where the content isn't allowed. Please see the "How does this policy differ from country to country?" section below for details.

Approved (adult)
If your ad status says "Approved (adult)," that means that your ad is an "adult" ad. Your ad or website contains sexual imagery or language. For some policies, 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 Safe Search filter.
  • For queries that aren't considered "adult" in nature.
  • In countries where the content isn't allowed. Please see the section below for details.

How does this policy differ from country to country?

In addition to the requirements above, there may be further restrictions based on which countries your campaign targets. Click a country below to see additional requirements that you must meet in order for your ad campaign to target that country.

Algeria
Product Allowed? Details
Adult sexual content ads Not allowed Google doesn't allow "adult" ads to show in Algeria.
Bahrain
Product Allowed? Details
Adult sexual content ads Not allowed Google doesn't allow "adult" ads to show in Bahrain.
China
Product Allowed? Details
Adult sexual content ads Not allowed Google doesn't allow "adult" ads to show in China.
Dating sites Not allowed Google doesn't allow "adult" dating and companionship sites to show in China.
Sexual products Restricted Google doesn't allow "adult" ads and sites that focus on the promotion of sexual products, like condoms, in China.
Djibouti
Product Allowed? Details
Adult sexual content ads Not allowed Google doesn't allow "adult" ads to show in Djibouti.
Egypt
Product Allowed? Details
Adult sexual content ads Not allowed Google doesn't allow "adult" ads to show in Egypt.
Germany
Product Allowed? Details
Adult sexual content ads Not allowed Google doesn't allow "adult" ads to show in Germany.
India
Product Allowed? Details
Adult sexual content ads Not allowed Google doesn't allow "adult" ads to show in India.
Indonesia
Product Allowed? Details
Adult sexual content ads Not allowed Google doesn't allow "adult" ads to show in Indonesia.
International bride services Not allowed Google doesn't allow the promotion of international bride services (also known as mail-order brides) in Indonesia.
Japan
Product Allowed? Details
Dating services Allowed with limitations 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.
Adult and sexual services Not allowed

Google doesn't allow the following adult and sexual services in Japan:

  • Nude photos/videos on live communication services
  • Telephone dating clubs, sex clubs, dial-a-porn
  • Sexual dating sites
  • Extramarital affair/dating services
  • Sexual content that isn't based on mutual consent (e.g. camera voyeurism)
Sexual adult content Allowed with limitations

Google allows ads for the following products and services in Japan, but they'll get an "adult" family status:

  • Sex toys
  • Porn/Adult/Erotic video
  • "Live Chat"
  • Sex dolls
  • Sexual know-how content containing nudity
Non-family safe content Allowed with limitations

Google allows ads for the following products and services in Japan, but they'll get a "non-family safe" status:

  • Cabaret clubs
  • Host clubs
  • Adult job searching sites that recruit cabaret club hostesses, host club hosts, adult video performers, and live chat performers
  • Love hotels
  • Sexual know-how contents that don't contain nudity
Pornography Allowed with limitations

Google doesn't allow uncensored pornography in Japan. To be allowed, genitals must be obscured by a mosaic effect.

Jordan
Product Allowed? Details
Adult sexual content ads Not allowed Google doesn't allow "adult" ads to show in Jordan.
Korea
Product Allowed? Details
Adult sexual content ads Not allowed Google doesn't allow "adult" ads to show in Korea.
Sexual aids Not allowed Google doesn't allow the promotion of sexual aids, including sex toys and sexual enhancement pills, in Korea.
Sexual and adult services Not allowed

Google doesn't allow the promotion of the following adult services in Korea:

  • Dating/Chatting sites
  • Korean-style escort services such as RoomSalon, KissRoom, Room for Rest
  • YoJung
  • Adult job searching sites
Kuwait
Product Allowed? Details
Adult sexual content ads Not allowed Google doesn't allow "adult" ads to show in Kuwait.
Lebanon
Product Allowed? Details
Adult sexual content ads Not allowed Google doesn't allow "adult" ads to show in Lebanon.
Libya
Product Allowed? Details
Adult sexual content ads Not allowed Google doesn't allow "adult" ads to show in Libya.
Malaysia
Product Allowed? Details
International bride services Not allowed Google doesn't allow the promotion of international bride services (also known as mail-order brides) in Malaysia.
Morocco
Product Allowed? Details
Adult sexual content ads Not allowed Google doesn't allow "adult" ads to show in Morocco.
Oman
Product Allowed? Details
Adult sexual content ads Not allowed Google doesn't allow "adult" ads to show in Oman.
Palestine
Product Allowed? Details
Adult sexual content ads Not allowed Google doesn't allow "adult" ads to show in Palestine.
Peru
Product Allowed? Details
Adult sexual content ads Not allowed Google doesn't allow "adult" ads to show in Peru.
Philippines
Product Allowed? Details
Adult sexual content ads Not allowed Google doesn't allow "adult" ads to show in the Philippines.
International bride services Not allowed Google doesn't allow the promotion of international bride services (also known as mail-order brides) in the Philippines.
Qatar
Product Allowed? Details
Adult sexual content ads Not allowed Google doesn't allow "adult" ads to show in Qatar.
Russia
Product Allowed? Details
Adult sexual content ads Not allowed Google doesn't allow "adult" ads to show in Russia.
Saudi Arabia
Product Allowed? Details
Adult sexual content ads Not allowed Google doesn't allow "adult" ads to show in Saudi Arabia.
Taiwan
Product Allowed? Details
Adult sexual content ads Not allowed Google doesn't allow "adult" ads to show in Taiwan.
International bride services Not allowed Google doesn't allow the promotion of international bride services (also known as mail-order brides) in Taiwan.
Thailand
Product/Service Allowed? Details
Sex products and accessories Not allowed Google doesn't allow "adult" ads and sites in Thailand that focus on the promotion of sexual products like vibrators, sex pumps, sex swings, dildos, oils, and sexual enhancement drugs/pills.
International bride services Not allowed Google doesn't allow the promotion of international bride services (also known as mail-order brides) in Thailand.
Tunisia
Product Allowed? Details
Adult sexual content ads Not allowed Google doesn't allow "adult" ads to show in Tunisia.
Ukraine
Product Allowed? Details
Adult sexual content ads Not allowed Google doesn't allow "adult" ads to show in Ukraine.
United Arab Emirates
Product Allowed? Details
Adult sexual content ads Not allowed Google doesn't allow "adult" ads to show in United Arab Emirates.
Vietnam
Product Allowed? Details
Adult sexual content ads Not allowed Google doesn't allow "adult" ads to show in Vietnam.
International bride services Not allowed Google doesn't allow the promotion of international bride services (also known as mail-order brides) in Vietnam.
Yemen
Product Allowed? Details
Adult sexual content ads Not allowed Google doesn't allow "adult" ads to show in Yemen.

Examples

Below are several examples and the family status they'll likely get. Additional country restrictions may apply, so some of these ads may actually get disapproved depending on the requirements for the countries you're targeting.

Site or ad content Adult Non-Family Safe Family Safe
Nudity or pornography
Graphic language
Adult dating sites that explicitly promote sexual activity or finding sex partners
Adult-themed dating sites promoting infidelity
Strip clubs, lap dances, international bride services
Lingerie presented in a sexual context
Sexual enhancers or aids
Casinos and gambling
Some plastic surgery
General dating sites
Contraception and STDs
Abortion

What can I do if my ad gets disapproved?

If your ad gets disapproved for violating this policy, try reviewing the following tips to help resolve your issue:

Disapproval reason What does it mean? What do I do now?
Need "Over 18" Disclaimer

Adult Content - Age Verification
Your ad or website is promoting pornography without an age disclaimer, which isn't allowed for at least one country in your campaign's targeting. Include an age disclaimer in your website. You can also choose not to target the countries where adult content isn't allowed. Learn how to change your location targeting. Once you've made any necessary changes, you can then resubmit your ad for review, following the instructions in the section below.
Restricted Content

Unacceptable Content
Your ad or website contains a "non-family safe" or "adult" product, which isn't allowed for at least one country in your campaign's targeting. Remove all references to the "non-family safe" or "adult" product from your ad and website. You can also choose not to target the countries where the product isn't allowed. Learn how to change your location targeting. Once you've made any necessary changes, you can then resubmit your ad for review, following the instructions in the section below.
Pornography Your ad or website is promoting pornography which isn't allowed for at least one country in your campaign's targeting. Remove any pornography from your ad and website. You can also choose not to target the countries where adult content isn't allowed. Learn how to change your location targeting. Once you've made any necessary changes, you can then resubmit your ad for review, following the instructions in the section below.
Uncensored Pornography Your ad or website contains uncensored pornography which isn't allowed for at least one country in your campaign's targeting. Remove any instances of uncensored pornography from your ad and website. You can also choose not to target the countries where this content isn't allowed. Learn how to change your location targeting. Once you've made any necessary changes, you can then resubmit your ad for review, following the instructions in the section below.
Sex-related services and information Your ad or website is promoting sex-related services and information which isn't allowed for at least one country in your campaign's targeting. Remove all references to sex-related services and information from your ad and website. You can also choose not to target the countries where adult content isn't allowed. Learn how to change your location targeting. Once you've made any necessary changes, you can then resubmit your ad for review, following the instructions in the section below.

How do I resubmit my ad for review?

If your ad gets disapproved, you can resubmit it for review by simply editing your ad and then saving it. To avoid getting disapproved again, make sure that your ad complies with our policies and that you remove any references to unacceptable content before saving your ad.

Here's how to edit your ad:

  1. Visit your account's Ads tab.
  2. Hover over the table row that lists the ad you want to edit. Click the pencil icon next to your ad, and you'll be able to edit your ad right there.
  3. Click Save when you're done editing your ad.

After editing and saving your ad, the Status column will change from "Disapproved" to another status like "Under review" or "Eligible." We review most ads within 1 business day. Some reviews may take longer because some ads require more complex review.

What happens if I violate this policy?

  • 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 with AdWords 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.

Contact information

If you still have questions about this policy, you can contact us via the link below. You'll be taken to a form where you can write to us about your issue.
Contact AdWords Support