Things to do policies

As with all policies, these are subject to change over time.

Things to do products used for advertisements are also subject to Google Ads Policy.

Content Policies


  • Things to do products can include tours, activities, and tickets to other local attractions that might appeal to travelers.
  • Partner-provided data in the product should match what’s available on the landing page.
  • Each product should have one listing.
  • Products must feature the experience shown in the title and photos. For example, a product with the Eiffel Tower in its title and images of the Eiffel Tower should offer users an Eiffel Tower experience.
  • Avoid near-duplicate products as those could be shown side-by-side and reduce the variety of your items on the page.
  • Titles should lead with concise information about the product itself.


  • Images should be consistent with the attraction or activity and shouldn’t include promotional text, watermarks, or logos.
  • The minimum size of the images should be at least 300 x 300 px.
  • Partners must be authorized to use the image submitted in the context in which it appears.
  • When images are submitted, each product should have its own unique image. For example, a one-hour group tour of the Eiffel Tower should have a different photo or image than a two-hour tour.

Referral Experience Policies

Landing Pages

  • The partner must provide a landing page that goes directly to the product details of the specific experience. A listview with product details is also acceptable if the below criteria are met.
  • The product the user clicked on Google should be easy to identify when the user lands on a partner’s site. As such, it must be prominently displayed on the landing page.
  • The price of the product should be easy to identify and adhere to the price policies.
  • A user should land on a page where it’s straightforward to navigate to book the selected product. Google requires that partners maintain a consistent presentation of the product and pricing the user selected, and a clear path to booking the product found on Google.
  • We realize partner sites are designed differently. To help, here are examples of what’s likely to be considered prominent placement:
    • The product is larger than other products and in the highest position on the page.
    • The product is highlighted on the page, either in size or differentiating colors.
    • The product is pinned to the right or left side of the page, distinct from other products on the page.
  • Avoid layouts that hide key elements of the landing page. For example, a pop-up or download banner shouldn’t cover or distract from essential information for customers.

Examples of acceptable landing page designs:

Representation of an acceptable user interface for Things to Do listings. The listing is clearly selected.

Example of a landing page design that violates policy:

Representation of an unacceptable user interface for Things to Do listings. The listing is not clearly selected or identifiable.


Learn more about Things to do price policies

Restricted businesses

  • Inventory must adhere to existing Google policies, such as the dangerous products or services guidelines and the inappropriate content policy. For example, activities involving explosives, guns, weapons, recreational drugs, or tobacco, or promoting hatred, intolerance, discrimination, or violence aren’t permitted.
  • Transit-specific businesses (such as airport pickups, car services, and rental cars) aren’t permitted. Tours that include transport can be offered, such as a bus tour or boat tour. Transportation services that specifically serve a touristic purpose, like bike, boat, e-scooter, or kayak rentals used to experience a city (and not for commuting), are allowed.
  • Tickets for one-time events, such as concerts or sport matches, are disallowed. Recurring tourist events in the same venue lasting for at least four weeks, such as weekly shows or seasonal events, are permitted. Events that do not appeal widely to tourists, such as city government meetings or exercise classes, are not permitted.
  • Virtual experiences aren’t supported at this time. Inventory must take place in a physical location. VR/AR experiences taking place at the POI are allowed.
  • Overnight hotel stays and multi-day cruises aren’t eligible. This includes local vacation or “staycation” packages. Day uses of hotel facilities, such as for a spa visit, are permitted, as well as overnight activities where the lodgings aren't the focus, such as a multi-day wine tour.
  • Restaurant coupons for individual meals aren’t permitted. Tours based on local cuisine or food-related events are permitted. This includes neighborhood tours with stops at multiple shops and restaurants. Meals are permitted as part of a performance or other experience.

Learn more about our policy for restricted businesses

About our policies

Things to do enables businesses of all sizes, from around the world, to promote a wide variety of products and websites on Google and across our network. We want to help you reach existing and potential customers and audiences. However, to help create a safe and positive experience for users, we listen to their feedback and concerns about the types of listings they see. We also regularly review changes in online trends and practices, industry norms, and regulations. And finally, in crafting our policies, we also think about our values and culture as a company, as well as operational, technical, and business considerations. As a result, we have created a set of policies that apply to all listings on the Google Network.

Google requires that partners comply with all applicable laws and regulations, including the ones described above and any other applicable Google policies. It's important that you familiarize yourself with and keep up to date on these requirements for the places where your business operates, as well as any other places your listings are showing. When we find content that violates these requirements, we may block it from appearing, and in cases of repeated or egregious violations, we may stop you from listing with us.

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