About content exclusions for Video campaigns

Inventory types replacing sensitive content categories

Starting early September 2018, you won’t be able to use sensitive content categories to exclude content for Video campaigns. Use inventory types instead for Video campaign content exclusions.

Note that by default, your Google Ads account will be opted in to the Standard inventory type. If you know you want a different inventory type, we recommend you make your selection before September. 

 

Our Video Ad Safety Promise is that certain types of content can’t be monetized for ads on YouTube and Google video partners: we'll automatically apply exclusions to prevent your ads from showing on the most controversial content, such as terrorist acts, nudity, and recent sensitive events. 

The content exclusion settings described below—inventory types, content types, and digital content labels—are meant to give you additional control and help you exclude types of content that, while in compliance with our policies, may not fit your brand or business. While content exclusions are done to the best of our ability, we can't guarantee that all related content will be excluded. 

This article provides an overview of content exclusion settings for Video campaigns. For step-by-step instructions, read Set content exclusions for Video campaigns.

Content exclusion settings

You can use the following content exclusion settings for your Video campaigns, both at the account level or individual Video campaign level.

Inventory types

With inventory types, you can opt out of groups of sensitive content that don’t align with your brand or the message of your campaign. 

You can select from the following 3 inventory types. You can also view more details about what content types are included and excluded for each inventory type.

Expanded inventory
 
This option lets you show ads on all videos on YouTube and Google video partners that meet our standards for monetization. This option may be an appropriate choice for brands that want maximum access to the full breadth of videos eligible for ads, including, for example, videos that have strong profanity in the context of comedy or a documentary, or excessive violence as featured in video games.
 
Standard inventory (recommended)
 
All Google Ads accounts are opted in to this inventory type by default. This option lets you show ads across a wide range of content that’s appropriate for most brands, such as popular music videos, documentaries, and movie trailers. The content you can show ads on is based on our advertiser-friendly content guidelines that take into account, for example, the strength or frequency of profanity, or the appropriateness of subject matter like sensitive events. Ads won’t show, for example, on content with repeated strong profanity, strong sexual content, or graphic violence.
 
Limited inventory
 
This option lets you show ads on a reduced range of content that’s appropriate for brands with particularly strict guidelines around inappropriate language and sexual suggestiveness – above and beyond what our advertiser-friendly content guidelines address. The videos accessible in this inventory type meet heightened requirements, especially for inappropriate language and sexual suggestiveness. For example, your ads will be excluded from showing on some of YouTube's most popular music videos and other pop culture content across YouTube and Google video partners.

 

Video Ad Safety Promise and inventory type content details

 

Video Ad Safety Promise

Your ads automatically will be excluded from showing on the following types of content, no matter what inventory type you choose.
 

Video content Expanded inventory Standard inventory Limited inventory
Profanity in the title or thumbnail image, or profanity used repeatedly or throughout Excluded Excluded Excluded
Full nudity, exposed nipples, animal mating, sexual abuse, or sexual content in the thumbnail Excluded Excluded Excluded

Content showing abusing, buying, making, selling, or finding drugs
 
Excluded Excluded Excluded
Content discussing terrorism or sensitive current events like war, death, or tragedy Excluded Excluded Excluded

 

Profanity

Video content Expanded inventory Standard inventory Limited inventory
Light profanity used in a non-hateful, comedic or artistic way Included Included Included
Moderate profanity used in a non-hateful, comedic, or artistic manner, or a music video with frequent profanity Included Included Excluded
Strong profanity used throughout or at the very beginning of the video in comedy, documentary, news, or education Included Excluded Excluded

 

Sexualized content

Video content Expanded inventory Standard inventory Limited inventory
Romance, kissing, limited clothing in non-sexual settings, or general discussions of relationships or sexuality Included Included Included
Limited clothing in sexual settings, sensual dancing, moderate sexually suggestive behavior, or a music video containing sexual content Included Included Excluded
Blurred nudity, focus on sexual body parts, focus on sex as a topic, discussions about sex acts, implied or display of sex acts or sex toys without visible contact or nudity Included Excluded Excluded

 

Violence

Video content Expanded inventory Standard inventory Limited inventory
Mild violence or injury without showing blood or graphic content Included Included Included
Violence or graphic content in video games, comedy, or music videos Included Included Included
Focus on blood, gore, and excessive violence in video games, animal violence, or animation; sports, accidents, pranks, or “fails” with serious injury; blood shown in body modification or medical procedures Included Excluded Excluded

 

Drugs

Video content Expanded inventory Standard inventory Limited inventory
Content with humorous references, education, music, or statements without glorifying or promoting drugs Included Included Included
Drug consumption, fabrication, and distribution in the context of music, comedy, news, education, or documentary Included Excluded Excluded

 

Hurtful language

Video content Expanded inventory Standard inventory Limited inventory
News, documentary, or education content with words that could be considered biased, demeaning, or hate speech against a race, religion, gender, or other group Included Excluded Excluded
Excluded content: Sensitive content categories

 

Starting early September 2018, you won’t be able to use sensitive content categories to exclude content for Video campaigns. Use inventory types instead for Video campaign content exclusions.

You can choose to exclude your Video campaign from the following individual sensitive content categories.

  • Tragedy and conflict: Excludes graphic footage of combat or war 
  • Sensitive social issues: Excludes videos intended to elicit a response about controversial issues 
  • Sexually suggestive content: Excludes videos about sex or sexual products 
  • Sensational and shocking: Excludes videos of disasters or accidents that show casualties or death 
  • Profanity and rough language 
Content types
You can exclude specific content types so that your ads don’t run on those content types. This can help you avoid types of content that don’t fit your needs or that your customers don’t visit.
  • Embedded YouTube videos: Video that web publishers find on the Display Network, then publish on their own site. 
  • Live-stream videos: Video of live events streamed over the Internet.
  • Games: Online and mobile app games 
Digital content labels
Websites, pages, videos, and apps on the Display Network and YouTube are analyzed by Google classification technology and given a digital content label based on their suitability for various audiences. They’re similar to movie ratings like G and PG. For your Video campaigns, you can exclude specific digital content labels, so that your ads don’t show on content with these labels.
  • DL-G: Content suitable for general audiences
    • Content suitable for families
  • DL-PG: Content suitable for most audiences with parental guidance
  • DL-T: Content suitable for teen and older audiences
  • DL-MA: Content suitable only for mature audiences
  • Not yet labeled: Content that hasn’t been labeled yet because they haven’t yet completed the classification process
Account vs. campaign level content exclusions 

 

Account-level control of content exclusions is only available in the new Google Ads experience. Determine which Google Ads experience you’re using.
Starting early September 2018, you won’t be able to use sensitive content categories to exclude content for Video campaigns. Use inventory types instead for Video campaign content exclusions.

 

Account-level content exclusions let you set exclusions that apply to Video campaigns for your entire account. This means that at the account level, you can select an inventory type, sensitive content categories, content types, and digital content labels -- and they’ll automatically apply to all your Video campaigns. 

Note that with inventory types, you’ll have some flexibility. Even after selecting an inventory type at the account level, you will have the choice, if needed, to select a more restrictive inventory type for each individual Video campaign. For example, even if you’ve selected a Standard inventory type at the account level, you’ll be able to select the more restrictive Limited inventory type for one of your individual Video campaigns, as needed. You wouldn’t, however, be able to select the less restrictive Expanded inventory type.

Examples

  • If your account-level inventory type is Limited, you’ll have to use the Limited inventory type for all your individual Video campaigns.
  • If your account-level inventory type is Standard, you can use the Standard or Limited inventory types for individual Video campaigns. 
  • If your account-level inventory type is Expanded, you can choose the Expanded, Standard, or Limited inventory types for individual Video campaigns.
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