Eligible (limited): Definition

Google provides translated versions of our Help Centre, 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 that comply with our policies but are limited in where and when they can show.

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

For example:

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

If you believe that your ad has been incorrectly labelled for a policy restriction and should not be serving as Eligible (limited), please follow the appeal process instructions outlined here.

Learn more

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

About the ad review process

Was this helpful?
How can we improve it?
Drive Revenue with Optiscore

Want to improve account health and drive business goals? Learn from industry & Google experts on how to drive revenue with the help of Optimization Score & Auto Apply Recommendations.

Register Now

Clear search
Close search
Google apps
Main menu
Search Help Centre