Updating our ads and monetization policies on climate change

October 7, 2021

Working closely with outside experts, we regularly review and update our ads and monetization policies to help ensure a brand-safe environment for our advertising partners and to better protect users from unreliable claims, such as fake medical cures or anti-vaccine advocacy.

Addressing climate change denial

In recent years, we've heard directly from a growing number of our advertising and publisher partners who have expressed concerns about ads that run alongside or promote inaccurate claims about climate change. Advertisers simply don’t want their ads to appear next to this content. And publishers and creators don’t want ads promoting these claims to appear on their pages or videos.  

That’s why today, we’re announcing a new monetization policy for Google advertisers, publishers and YouTube creators that will prohibit ads for, and monetization of, content that contradicts well-established scientific consensus around the existence and causes of climate change. This includes content referring to climate change as a hoax or a scam, claims denying that long-term trends show the global climate is warming, and claims denying that greenhouse gas emissions or human activity contribute to climate change.

When evaluating content against this new policy, we’ll look carefully at the context in which claims are made, differentiating between content that states a false claim as fact, versus content that reports on or discusses that claim. We will also continue to allow ads and monetization on other climate-related topics, including public debates on climate policy, the varying impacts of climate change, new research and more.

In creating this policy and its parameters, we’ve consulted authoritative sources on the topic of climate science, including experts who have contributed to United Nations Intergovernmental Panel on Climate Change Assessment Reports. As is the case for many of our policies, we’ll use a combination of automated tools and human review to enforce this policy against violating publisher content, Google-served ads, and YouTube videos that are monetizing via YouTube’s Partner Program. We’ll begin enforcing this policy next month.

This new policy not only will help us strengthen the integrity of our advertising ecosystem, but also it aligns strongly with the work we’ve done as a company over the past two decades to promote sustainability and confront climate change head-on.

Posted by the Google Ads team
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