Inappropriate content


Our policy

Google values diversity and respect for others, and we strive to avoid offending users, so we don’t allow ads 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
Promotions containing violent language, gruesome imagery, or graphic images or accounts of physical trauma
  • Examples: Crime scene or accident photos, execution photos
Promotions 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 June 26, 2020

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. 

Check the Google Ads Help Center article 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 more detail about each violation and what you can do if your item is disapproved or your Merchant Center account is warned or suspended:

Dangerous or derogatory content

Item disapproval

Items that don't comply with this policy may be disapproved. When an item is disapproved, it won't be eligible to serve in Shopping ads and free listings on Google. If the item doesn't comply with Shopping ads policies, it should be removed from your product data.

In some instances, you’ll see the option to request a review of an item that has been disapproved for policy violations. If you believe that your item was incorrectly disapproved and would like to request a manual review, click "Why is this item disapproved" from the individual item page on the Products page to initiate a review. Learn more about item disapprovals for 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 calendar days to update your product data.

  1. Read the policy above to learn what we don't allow.
  2. Remove the violating items from your product data. You’ll receive an email with details about the violation, including examples from your product data. If you have additional items in your data that violate the same policy but aren't included in the email, you'll need to remove those too.
  3. 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.
  4. 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. Once the violating items are removed, you don't need to request an account review or take any additional action.
    • If your account is suspended, you’ll need to request an account review.

Most accounts are reviewed within 3 business days, but some can take longer if they need a more complex review. If we find that you've removed the violating items from your product data, we’ll remove the warning, or, in the case of account suspension, we'll approve your account to start running.

Shocking content

Item disapproval

Items that don't comply with this policy may be disapproved. When an item is disapproved, it won't be eligible to serve in Shopping ads or free listings on Google. If the item doesn't comply with Shopping ads policies, it should be removed from your product data.

In some instances, you’ll see the option to request a review of an item that has been disapproved for policy violations. If you believe that your item was incorrectly disapproved and would like to request a manual review, click "Why is this item disapproved" from the individual item page in the Products tab to initiate a review. Learn more about item disapprovals for 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 calendar days to update your product data.

  1. Read the policy above to learn what we don't allow. Here are some examples:
    • Profane language including variations and misspellings
    • Violent language
    • Gruesome or disgusting imagery
    • Graphic images or accounts of physical trauma
    • Sale of gratuitous bodily fluids or waste
    • Promotions that are likely to shock or scare
  2. Remove the violating items from your product data. You’ll receive an email with details about the violation, including examples from your product data. If you have additional items in your data that violate the same policy but aren't included in the email, you'll need to remove those too.
  3. 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.
  4. 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. Once the violating items are removed, you don't need to request an account review or take any additional action.
    • If your account is suspended, you’ll need to request an account review.

Most accounts are reviewed within 3 business days, but some can take longer if they need a more complex review. If we find that you've removed the violating items from your product data, we’ll remove the warning, or, in the case of account suspension, we'll approve your account to start running.

Sensitive events

Item disapproval

Items that don't comply with this policy may be disapproved. When an item is disapproved, it won't be eligible to serve in Shopping ads or free listings on Google. If the item doesn't comply with Shopping ads policies, it should be removed from your product data.

In some instances, you’ll see the option to request a review of an item that has been disapproved for policy violations. If you believe that your item was incorrectly disapproved and would like to request a manual review, click "Why is this item disapproved" from the individual item page on the Products page to initiate a review. Learn more about item disapprovals for 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 calendar days to update your product data.

  1. Read the policy above to learn what we don't allow.
  2. Remove the violating items from your product data. You’ll receive an email with details about the violation, including examples from your product data. If you have additional items in your data that violate the same policy but aren't included in the email, you'll need to remove those too.
  3. 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.
  4. 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. Once the violating items are removed, you don't need to request an account review or take any additional action.
    • If your account is suspended, you’ll need to request an account review.

Most accounts are reviewed within 3 business days, but some can take longer if they need a more complex review. If we find that you've removed the violating items from your product data, we’ll remove the warning, or, in the case of account suspension, we'll approve your account to start running.

Animal cruelty

Item disapproval

Items that don't comply with this policy may be disapproved. When an item is disapproved, it won't be eligible to serve in Shopping ads or free listings on Google. If the item doesn't comply with Shopping ads policies, it should be removed from your product data.

In some instances, you’ll see the option to request a review of an item that has been disapproved for policy violations. If you believe that your item was incorrectly disapproved and would like to request a manual review, click "Why is this item disapproved" from the individual item page in the Products page to initiate a review. Learn more about item disapprovals for 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 calendar days to update your product data.

  1. Read the policy above to learn what we don't allow. Here are some examples:
    • Beauty, health, and grocery: Dietary supplements, cosmetics, or food products (for example, cooking ingredients, bones, meat, or oil) containing dolphin, whale, or shark parts.
    • Arts, crafts, and souvenirs: Staghorn or elkhorn coral, and tusks, teeth, fur, paws, or claws containing tiger, rhinoceros, boar, or ivory from any animals, including but not limited to elephant, walrus, and mammoth.
    • Clothing, shoes and jewelry: Fur, belts, bags, accessories, rings, or bracelets containing tiger or shark parts, or ivory from any animal, including but not limited to elephant, walrus, or mammoth.
    • Home and kitchen: Home accessories, furniture, or kitchen utensils containing ivory from any animal, including but not limited to elephant, walrus, or mammoth.
  2. Remove the violating items from your product data. You’ll receive an email with details about the violation, including examples from your product data. If you have additional items in your data that violate the same policy but aren't included in the email, you'll need to remove those too.
  3. 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.
  4. 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. Once the violating items are removed, you don't need to request an account review or take any additional action.
    • If your account is suspended, you’ll need to request an account review.

Most accounts are reviewed within 3 business days, but some can take longer if they need a more complex review. If we find that you've removed the violating items from your product data, we’ll remove the warning, or, in the case of account suspension, we'll approve your account to start running.

To ensure a safe and positive experience for users, Google requires that retailers comply with all applicable laws and regulations in addition to Shopping ads policies. It is 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 Shopping ads and free listings are shown. When we find content that violates these requirements, we may block it from appearing, and in cases of repeated or egregious violations, we may ban you from promoting Shopping ads content with us.

 
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