Inappropriate content

This policy only applies to free listings. For Shopping ads policies, visit our main page here.

Our policy

Google values diversity and respect for others, and we strive to avoid offending customers, so we don’t allow free listings or destinations that display shocking content or promote hatred, intolerance, discrimination, or violence.

Examples of what's not allowed

Dangerous or derogatory content
Content that incites hatred against, promotes discrimination of, or disparages an individual or group on the basis of their race or ethnic origin, religion, disability, age, nationality, veteran status, sexual orientation, gender, gender identity, or other characteristic that is associated with systemic discrimination or marginalization.
  • Examples: Content promoting hate groups or hate group paraphernalia, content that encourages others to believe that a person or group is inhuman, inferior, or worthy of being hated

Content that harasses, intimidates or bullies an individual or group of individuals

  • Examples: Content that singles out someone for abuse or harassment

 Content that threatens or advocates for physical or mental harm on oneself or others

  • Examples: Content advocating suicide, anorexia, or other self-harm; promoting or advocating for harmful health or medical claims or practices; threatening someone with real-life harm or calling for the attack of another person; promoting, glorifying, or condoning violence against others, content made by or in support of terrorist groups or transnational drug trafficking organizations, or content that promotes terrorist acts, including recruitment, or that celebrates attacks by transnational drug trafficking or terrorist organizations. 

Shocking content
 Listings containing violent language, gruesome imagery, or graphic images or accounts of physical trauma
  • Examples: Crime scene or accident photos, execution photos
 Listings containing gratuitous portrayals of or sale of bodily fluids, human waste, or human tissue
  • Examples: Blood, guts, gore, sexual fluids, human eggs or sperm
Sensitive events

  Products that potentially profit from or exploit a sensitive event with significant social, cultural, or political impact, such as civil emergencies, natural disasters, public health emergencies, terrorism and related activities, conflict, or mass acts of violence

  • Examples (non-exhaustive): Appearing to profit from a tragic event with no discernible benefit to users; price gouging or artificially inflating prices that prohibits/limits access to vital supplies; sale of products or services (such as personal protective equipment) which may be insufficient for the demand during a sensitive event; using keywords related to a sensitive event to attempt to gain additional traffic

  Products that claim victims of a sensitive event were responsible for their own tragedy or similar instances of victim blaming; products that claim victims of a sensitive event are not deserving of remedy or support

  • Examples (non-exhaustive): Products that claim victims from certain countries were responsible or deserving of global public health crises

Current as of September 22, 2021

Google is monitoring the impact of coronavirus (COVID-19) as the situation evolves, and we're taking the necessary steps to maintain a safe advertising ecosystem. 

Beginning in September, we are relaxing the restrictions on showing certain coronavirus (COVID-19) related products on free listings. Services - labor, time, effort, expertise, or actions - which do not result in ownership of a tangible product are unsupported at this time. This includes any services bundled with physical goods. In accordance with our medical devices policy, test kits where samples are collected at home and analyzed in a lab, are not considered services and are allowed on Shopping. Check the Help Center for the latest updates on our “Sensitive Events” policy.
Animal cruelty
Content that promotes cruelty or gratuitous violence towards animals 
  • Examples: Promoting animal cruelty for entertainment purposes, such as cock or dog fighting
Products that may be interpreted as trading in derived from threatened or extinct species
  • Examples: Sale of shark fins or shark cartilage supplements, elephant ivory, tiger skins, rhino horn, dolphin oil, and elkhorn coral, or products containing these ingredients

What you can do

Here's what you can do if your product is disapproved or if your Merchant Center account is impacted:

Product disapproval

Products that don't comply with our policies may be disapproved. When a product is disapproved, it won't be eligible to serve. If the product doesn't comply with our policies, it should be removed from your product data feed.

In some instances, you’ll see the option to request a review of a product that has been disapproved for policy violations. If you believe that your product was incorrectly disapproved and you would like to request a manual review, click Request Review in the 'Item Status' of your product page. Learn more about product disapprovals for free listings policy violations and requesting a review

Account disapproval

For most violations, we'll send you a warning email detailing the policy violation and give you 7 or 28 calendar days to fix your issue.

  1. Read our policies to learn what we don't allow.
  2. Update your website. If your listing leads to content that violates a policy, update your website to meet the requirements and be in compliance with our policies.
  3. Remove the violating products from your product data. You’ll receive an email with details about the violation. If you have products in your product data that violate the policy (or policies) you'll need to remove the offers from your feed.
  4. Update your product data in Merchant Center. If you created a schedule for automatic uploads, update your product data manually or wait for your product data to be automatically updated before requesting a review. Product data that you’ve uploaded as a test won’t go live and isn’t considered during account reviews.
  5. Request a review of your account.
    • If your account is still within the warning period, it will automatically be reviewed again at the end of the warning period. If the violating products are removed, you won't need to request an account review or take any additional action.
    • If your account is suspended and you've taken action to resolve the issue, request an account review.

Most accounts are reviewed within 3 business days, but it can take longer if a more complex review is needed. If we find that you've removed the violating products from your product data, we’ll remove the warning. In the case of account suspension, we'll approve your account so your products can start displaying again.

To ensure a safe and positive experience for customers, Google requires that retailers comply with all applicable laws and regulations in addition to our policies. It's important that you familiarize yourself with and keep up to date on these requirements for the place where your business operates, as well as any other places your listings are shown. When we find content that violates these requirements, we may block it from appearing. In cases of repeated or egregious violations, we may ban you from listing content with us.
Was this helpful?
How can we improve it?

Need more help?

Sign in for additional support options to quickly solve your issue

Clear search
Close search
Google apps
Main menu
Search Help Center