Ad policy overview

In this article, you'll learn about the policies that all advertisers must follow and how we review ads.

Our policies

If you want to place ads on YouTube, or are already placing ads on YouTube, you'll have to be compliant with:

Policy guidelines

Below, you'll find more detailed info about our policy guidelines:

Where policies apply

Our policies apply to all portions of your content, including:

  • Text in ad
  • Creative elements in ad
  • Content of your site and/or the content of your channel or video

Once your ad has been created, it will automatically be reviewed. Learn more about our ad review process below.

How we review ads

After you create or edit an ad or extension, the review process begins automatically.

Ad review details

What we review

  • Headline
  • Description
  • Keywords
  • Destination
  • Images
  • Video

What reviewers consider

Since video is such a unique and engaging format, we have specific considerations when evaluating your ad, such as:

  • The focal point of the video
  • Camera angle and fleeting scenes
  • Clarity of the images shown to our users

What you can do

Context is key and adding it in helps us make the correct decision. Our systems don't always get it right. If our systems mark your ads as 'Disapproved', you can take steps to fix this by following the instructions here. Our human reviewers will assess your content and context to make a final decision.

Learn more about our ad approval process.

About our policies

YouTube is committed to providing an advertising service with fair and consistent policies that benefit our users, advertisers and partners. To achieve this goal, we maintain high standards for ads accepted on our site, embodied by our technical, community and advertising guidelines and policies.

Ads policies details
We reserve the right to change our advertising policies at any time without prior notice, and encourage you to check back often to read the latest updates. Partners participating in the Partner Sold programme must abide by our ad policies and billing terms, however, in some cases, ads may be limited to only those sold or provided by YouTube due to technical or policy limitations.
These policies may be applied based on the text or other creative elements in your ad, the content of your site and/or the content of your channel or video. Application of our policies will always involve an element of discretion and we reserve the right to reject or approve any ad, and to suspend or disable any promotional campaign, for violation of these policies. We also reserve the right to remove any ad from the site that we deem intrusive or inappropriate. Please note that it is your responsibility to ensure that your ad complies with these guidelines, and that refunds will not be issued for promotions where the related ads or videos are disabled, suspended or age-restricted as a result of policy violations.
YouTube advertising and content policies complement our Terms of Use and describe YouTube's advertising policies with regard to its DoubleClick products and services, including homepage and display ads, custom engagement programmes and mobile ads.
You represent and warrant, by your use of YouTube or its advertising programmes, that your website, videos and/or advertisements comply with all applicable laws and regulations (including any relevant self-regulatory or industry guidelines).
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