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What happens if you violate our policies

To ensure a safe and positive experience for users, Google requires that advertisers comply with all applicable laws and regulations in addition to the AdWords policies. Ads, extensions, destinations, and other content that violate these policies can be blocked on the AdWords platform and associated networks.

Depending on how egregious a violation is, Google may react in several different ways. Below is a list of various ways we enforce policies and laws.

Ad or extension disapproval

Ads and extensions that don't follow AdWords policies may be disapproved. A disapproved ad won't be able to run until the policy violation is fixed and the ad is approved. In AdWords, this will be noted in the Status column. Learn how to fix a disapproved ad.

Site or app suspension

We may suspend websites or apps that violate AdWords policies. For websites, this means that the domain can no longer be advertised until the problem is fixed and the site has passed a policy review. For apps, this means that the URL of the app store or download page can’t be advertised, and that deep links to the app aren’t allowed until the app has been fixed and reapproved. Learn how to fix a suspended site or app.

Account suspension

An account may be 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 be suspended, and your new accounts may be automatically suspended. Learn more about suspended accounts.

Remarketing list disabling

Remarketing lists that don’t follow the Personalized advertising policy may be disabled, meaning that these lists can no longer be used with ad campaigns, and new users won’t be added to the lists. List creation restrictions may apply to both individual web pages and entire websites or apps.

Compliance review

We may review your business for compliance with the Customer Match policy at any time. If we contact you to request information related to compliance, you're required to respond in a timely manner and swiftly take any corrective action needed to comply with our policies. If you have a manager account, we may also contact your managed accounts to verify compliance.
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