Prohibited Practices Policy

Google doesn't allow sites to use Hotel Ads or free booking links where behavior is deceiving, confusing, unsafe, unlawful, or abusive to users. We use a combination of automated and human evaluation to detect this type of behavior, and all potential violations are reviewed by our policy team. If our policy team finds an account is in violation of this policy, they'll reach out to account owners directly with more details. Violations can result in price accuracy penalties, and could lead to a minimum account suspension of 5 business days if issues aren't resolved during a specified warning period. Subsequent violations will incur longer suspensions (up to permanent suspension for repeat offenders). Egregious violations can result in immediate account suspension. The following are examples of the kinds of content that are prohibited by the service and could lead to account suspension or termination.

Abuse of the network

The following are not allowed:
  • Malicious content, specifically content that may harm or grant unauthorized access to a computer, device, or network
    • Examples: Computer viruses, ransomware, worms, trojan horses, rootkits, keyloggers, dialers, spyware, rogue security software, and other malicious programs
  • Attempts to bypass data quality and/or policy review processes, including Price Accuracy scoring
    • Examples: cloaking; use of dynamic DNS to switch page or product; manipulating product data or site content to bypass our automated system checks; restricting crawler access to your landing pages
  • Consistently incorrect landing page redirects

Irresponsible data collection and use

Advertising partners should not misuse user information, nor collect it for unclear purposes or without appropriate security measures.
  • Examples of user information that should only be collected when necessary and must be handled with care include: full name, email address, mailing address, phone number, national identity, pension, social security, tax ID, health care, or driver's license number, birth date or mother's maiden name in addition to any of the above information, financial status, political affiliation, sexual orientation, race or ethnicity, and religion.
  • The final and total booking rate must be displayed before any user information is requested.
  • Examples of irresponsible data collection and use:
    • Obtaining the following data over non-secure SSL (https://) server connections:
      • Username or email in combination with passwords
      • Credit and debit card numbers
      • Bank and investment account numbers
      • Checking account numbers
      • Wire transfer numbers
      • National identity, pension, social security, tax ID, health care, or driver's license number
    • Re-selling users' contact information or using images of users in ads or free booking links without their consent
    • Unnecessary data collection
    • Using user information deceptively or without specific consent
    • Sending users spam

Learn more about Data collection and use.


The following are not allowed:
  • Prompting users to initiate a purchase, download, or other commitment without first providing all relevant information and obtaining the user’s explicit consent
  • Representing yourself, your company, or your offers in a way that is not accurate, realistic, and truthful
  • Frequently providing incorrect pricing, not otherwise reflected in Price Accuracy score
  • Destination URL (landing page) repeatedly unavailable
  • Users are unable to complete checkout
  • Displaying offers that cannot be reliably booked
  • Taxes and fees charged for Google users should not be computed differently than they are for non-Google users.

Ask Google to reconsider a suspension decision

If you disagree with a suspension decision and want us to reconsider our position, you may submit an appeal within six months from the date of suspension. An appeal form has been provided within the suspension notification email. Please note that after the end of this six-month period, you will no longer be allowed to ask us to reconsider our decision.

Only one appeal can be submitted per suspension decision. Please refrain from the repeated submission of unfounded appeals. Before submitting an appeal please ensure you understand Google policies. At the time of submitting an appeal be sure to include clear and convincing evidence as to why Google should reconsider our decision. Failure to do so might prevent you from being allowed to submit an appeal in the future.

Once an appeal is submitted, your request will be promptly reviewed and Google will get back to you with a decision. If your appeal is unsuccessful, you will be required to resolve any policy violations to be in compliance with Google's policies, in order for the suspension to be lifted.

For EU users covered by the European Union’s Digital Services Act (DSA)

Review the European Union Digital Service Act resolution options for additional appeal options.

Additional Resources

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