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In order to provide a quality user experience, Google requires that all ads, assets, and destinations meet high professional and editorial standards. We only allow ads that are clear, professional in appearance, and that lead users to content that is relevant, useful, and easy to interact with.
Below are some examples of what to avoid in your ads.
Learn about
what happens if you violate our policies.
Violations of the policies below will not lead to immediate account suspension without prior warning. A warning will be issued, at least 7 days, prior to any suspension of your account. Learn more
about suspended accounts.
Business name requirements
This policy is applicable to the ads formats that require a business name field.
The following is not allowed:
Providing a business name that is anything other than the domain, the recognized name of the advertiser, or the promoted downloadable app
Using promotional language in the business name field
Violations of this policy will not lead to immediate account suspension without prior warning. A warning will be issued at least 7 days prior to any suspension of your account. Learn more
about suspended accounts.
Learn more about the Business name requirements policy.
Capitalization
The following is not allowed:
Capitalization that is not used correctly or for its intended purpose
Violations of this policy will not lead to immediate account suspension without prior warning. A warning will be issued at least 7 days prior to any suspension of your account. Learn more
about suspended accounts.
Learn more about the Capitalization policy.
Image quality
The following is not allowed:
Images that are sideways, upside down, or that don’t take up the entire space of the chosen image size
Images that are blurry, unclear, unrecognizable, or contain illegible text
Strobing, flashing, or otherwise distracting images
Ads that expand beyond the frame or otherwise encroach on the website or app
Violations of this policy will not lead to immediate account suspension without prior warning. A warning will be issued at least 7 days prior to any suspension of your account. Learn more
about suspended accounts.
Learn more about the Image quality policy.
Misuse of ad features
The following is not allowed:
Ads or assets that do not use the features of the ad unit for their intended purpose
Violations of this policy will not lead to immediate account suspension without prior warning. A warning will be issued at least 7 days prior to any suspension of your account. Learn more
about suspended accounts.
Learn more about the Misuse of ad features policy.
Phone number in ad text
The following is not allowed:
Entering a phone number in ad text
Violations of this policy will not lead to immediate account suspension without prior warning. A warning will be issued at least 7 days prior to any suspension of your account. Learn more
about suspended accounts.
Learn more about the Phone number in ad text policy.
Punctuation and symbols
The following is not allowed:
Punctuation or symbols that are not used correctly or for their intended purpose
Examples: punctuation or symbols repeated consecutively such as “flowers!!”; symbols, numbers, and letters that don't adhere to their true meaning or purpose, such as “f1owers“or “fl@wers“; non-standard use of superscripts such as “flowers”; non-standard symbols or characters (like bullet points or asterisks), such as "*flowers*"; excessive or gimmicky use of numbers, symbols, or punctuation, such as "F.L.O.W.E.R.S.".
Note: Some types of non-standard punctuation and symbols are allowed in certain circumstances. Trademarks, brand names, or product names that use non-standard punctuation or symbols consistently in the ad’s destination can be approved for use in ads. Symbols used in commonly acceptable ways are also allowed, such as using an asterisk for star ratings (5* hotel) or to indicate that legally required conditions apply. To use any of these kinds of punctuation or symbols, you must request a review.
Invalid or unsupported characters
Violations of this policy will not lead to immediate account suspension without prior warning. A warning will be issued at least 7 days prior to any suspension of your account. Learn more
about suspended accounts.
Learn more about the Punctuation and symbols policy.
Repetition
The following is not allowed:
Non-standard, gimmicky, or unnecessary repetition of names, words, or phrases
Asset text that repeats words or phrases within the same asset or another asset in the same ad group, campaign, or account
Violations of this policy will not lead to immediate account suspension without prior warning. A warning will be issued at least 7 days prior to any suspension of your account. Learn more
about suspended accounts.
Learn more about the Repetition policy.
Style and spelling
The following is not allowed:
Ads or assets that do not use commonly accepted spelling or grammar
Ads or assets that are incomprehensible or don’t make sense
Ads or assets that exceed character limits for double-width character languages
Ads or assets that are inconsistent with the clear and informational presentation style of the Google Search results
Violations of this policy will not lead to immediate account suspension without prior warning. A warning will be issued at least 7 days prior to any suspension of your account. Learn more
about suspended accounts.
Learn more about the Style and spelling policy.
Unacceptable spacing
The following is not allowed:
Omitting a space or adding extra spaces
Excessive or gimmicky use of spacing
Violations of this policy will not lead to immediate account suspension without prior warning. A warning will be issued at least 7 days prior to any suspension of your account. Learn more
about suspended accounts.
Learn more about the Unacceptable spacing policy.
Unidentified business
The following is not allowed:
Ads or destinations that do not name the product, service, or entity they are promoting
Violations of this policy will not lead to immediate account suspension without prior warning. A warning will be issued at least 7 days prior to any suspension of your account. Learn more
about suspended accounts.
Learn more about the Unidentified business policy.
Video quality
The following is not allowed:
Videos with illegible text, poor sound quality, or blurry, unclear, or unrecognizable visuals
If you can’t edit the video to meet these requirements, upload a different video that complies with the policy.
Violations of this policy will not lead to immediate account suspension without prior warning. A warning will be issued at least 7 days prior to any suspension of your account. Learn more
about suspended accounts.
Learn more about the Video quality policy.