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Policy update: High Fat Sugar Salt Food and Beverage

September 2021

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On September 30, Google will begin enforcing a new policy on Shopping ads to restrict the serving of High Fat Sugar Salt (HFSS) Food and Beverage (F&B) ads for minors in the United Kingdom and European Union.

Shopping supports responsible advertising of food and beverages. High Fat Sugar Salt (HFSS) Food & Beverage (F&B) Shopping ads are allowed if they comply with our policies. We consider ads to be promoting the sale of HFSS products when one or more HFSS food item, beverage, or meal is promoted in the ad (text, imagery, audio and/or video) or destination site. Specifically, Shopping ads that contain HFSS foods and beverages are now prohibited from targeting minors. This policy change only applies to Shopping ads and not free product listings.

The information reflected in this policy is not intended to be legal advice and we expect all merchants and partners to comply with the local laws for any region their ads target, including local requirements that may differ from this HFSS F&B policy. Learn more about the High Fat Sugar Salt Food and Beverage policy

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