Eligible (limited): Definition

Google provides translated versions of our Help Center, though they are not meant to change the content of our policies. The English version is the official language we use to enforce our policies. To view this article in a different language, use the language dropdown at the bottom of the page.

A status given to ads and products that comply with our policies but are limited in where and when they can show.

An ad or product will be marked "Eligible (limited)" when Google Ads policies (common examples include Alcohol, Gambling, Healthcare, and Trademarks) prevent certain types of ads or products from showing in certain regions, to certain ages, or on certain devices. Ads or products won’t show on mobile devices if the destination performs poorly on mobile devices.

For example:

  • A gambling ad or product run by an advertiser certified under our Gambling policy will serve as Eligible (limited).
  • An ad or product labeled for our Sexual Content: Moderately Restricted policy will serve as Eligible (limited).

If you believe your ad or product has been incorrectly labeled for a policy restriction and should not be serving as Eligible (limited), then follow the appeal process instructions outlined in the article Fix a disapproved ad.

Learn more

Enable the Policy Details column to see why an ad is Eligible (limited)

About the ad review process

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