AdSense policy change log

Updates to policies for Ad intents, Related search for Auto ads and Related Search for content pages (November 2024)

On 15 November 2024, Google will make updates to the following AdSense for Search (AFS) features:

1. Related search for Auto ads, which is currently a format under Auto ads, will become an AFS Product-Integrated Feature (PIF).
2. Related Search for content pages, which is currently an AFS Alternative Search Query, will become an AFS PIF.
3. Following these updates, the following types of AFS PIFs are available: Ad intents, Related search for Auto ads, Related Search for content pages.

Consequently, the following AFS policies will be amended to reflect the updates:

1. Policies relating to Related Search for non-search results pages with unique or original content will be removed from the Google Custom Search Ads Policy: Alternative Search Queries.
   • Policies relating to Related Search for search results pages will remain unchanged, and will be renamed as 'Related Search for search results pages'.
2. The Custom Search Ads policies will be updated to clarify that CSA may only be used on search results pages that were returned from clear user search intent coming from one of three sources:
   • A search query entered and submitted directly by a user into a search box without editing, modification or filtering. The search box may not be pre-populated with search terms, and publishers may not create links containing pre-populated search terms.
   • An AdSense for Search Product-Integrated feature, as defined by and compliant with Google’s AdSense for Search Product-Integrated Feature policies.
   • An Alternative Search Query, as defined by and compliant with Google’s Alternative Search Query policies.
3. The AdSense for Search Product-Integrated Feature policies will be updated to include new requirements for Ad intents, Related search for Auto ads and Related Search for content pages, and are as follows:

   Common PIF policies Usage of AFS PIFs are subject to the following: You must not place AFS PIFs on properties with content that does not comply with the Google Publisher Policies. In addition, Google may not return ads on properties with content restricted in the Google Publisher Restrictions. For avoidance of doubt: The Google Publisher Policies and Google Publisher Restrictions apply to all content on properties displaying PIFs regardless of whether there are 'Google-served ads' (as referenced and defined under the Google Publisher Policies and Google Publisher Restrictions) present on the content. The Google Publisher Policies apply to all monetisation of content with Google ad code, including PIF. 'Advertising sources' in the Google Publisher Restrictions include 'ads' defined under these policies. For clarity, usage of the AFS PIFs must comply with all policies applicable to your use of AFS, such as the Google AdSense programme policies, AdSense for Search (AFS) policies, the Google Programme Guidelines or any other applicable programme policies. You must not edit, modify or filter PIF elements except via Auto ads settings and related search settings available in your AdSense account. You must not place AFS PIFs in a manner that encourages accidental clicks, or otherwise relies on deceptive implementation methods or draws unnatural attention to encourage users towards engagement (e.g. misleading text or elements to interact with the PIF, such as 'click here to access the best offer', or PIF designs that are the focal point of the content). In addition to these common policies, specific PIFs have their own additional policies as outlined below. Related Search for content pages In addition to the Common PIF policies, usage of Related Search for content pages must comply with the following policies. For avoidance of doubt, 'Related Search' mentioned below refers to Related Search for content pages. General If your use of AFS is governed by the Google AdSense Online Terms of Service, Related Search may only be placed on Search ads enabled sites or apps. Each user click on Related Search terms must resolve to a search results page on your site with results relevant to the search term. Related Search terms that are sent in the ad request must be exactly what the user indicated. When a user clicks on a term presented to them in a Related Search unit (such as 'flower bouquet'), the resulting request sent to Google must be the exact term the user clicked on (in this example 'flower bouquet', not 'flowers' or 'flower bouquet delivery'). Partner-provided terms 'Partner-provided terms' are your suggestions to supplement search terms generated by Google for your Related Search unit, provided via the terms parameter in the Related Search request. Google may or may not use these terms at Google's sole discretion. Partner-provided terms must comply with the following policies: The suggestions must not contain any content that is prohibited under the Google Publisher Policies. In addition, Google may not return ads if the suggestions contain content restricted in the Google Publisher Restrictions. The suggestions must be designed to suggest the most relevant search queries, and must not be designed to generate particular ads (e.g. ads that yield a high cost per click) or otherwise artificially inflate impressions, clicks and/or conversions. You must ensure that the suggestions are not designed to target specific users, or a group of users based on affinity or other shared attributes (e.g. demographics). For avoidance of doubt, the suggestions may: Include information related to affinity or other attributes that are solely and evidently derived from the content of the page; or Contain terms in the same language as the user’s original search query. In addition, Partner-provided terms will not be considered by Google when the following conditions are not met:  Cached content signals are unavailable for a page (e.g. a page has not been crawled and logged by Google’s systems), except when a page has been submitted via the ignoredPageParams. If you are acquiring traffic for your page displaying a Related Search unit and you have not passed the 'ad creative text' verbatim with the referrerAdCreative parameter in the Related Search request. Acquiring traffic If you are acquiring traffic for your page displaying a Related Search unit (meaning, a user arrives at a destination page displaying a Related Search unit by clicking an ad or a link on another site (each a 'Traffic source')), you must comply with the following policies: Traffic sources must be relevant to, and accurately describe, what the user will see on the destination page. Traffic sources must not promise products, services or promotional offers that are unavailable or are not easily found on the destination page (e.g. requiring extensive navigation to view the offer), and must not provide misleading information or claims about products, services or promotional offers. You must ensure that each destination page is substantially the same as a page that would be displayed to a user arriving on the page through organic means (i.e. when a user has not arrived on the page through a traffic source). You are responsible for any traffic sources, including any ad network or affiliate you work with.

Additionally, we will update the name of 'Custom Search Ads' to 'Search ads' in the following policies:

1. AdSense for Search (AFS) policies
2. Custom Search Ads policies
3. Google Custom Search Ads Policy: Alternative Search Queries

(Posted October 2024)

Moving the policies for video inventory to the Google Publisher Restrictions (September 2024)

On 23 September 2024, Google will move the existing policies for video inventory from the Google Publisher Policies to the Google Publisher Restrictions as video inventory restrictions. Video inventory that contains content restricted in the video inventory restrictions may receive less advertising than other, non-restricted content.

Please note that Google Ads and non-direct Ad Manager transactions (i.e. private auction and open auction) will continue not to serve on any video inventory containing content restricted in the video inventory restrictions, but such inventory may receive ads from other advertising products or via the use of direct Ad Manager deals between publishers and advertisers (i.e. traditional reservations, preferred deals and programmatic guaranteed).

In addition, we will also make editorial updates to the following sections of the video inventory restrictions for better clarity and readability. These editorial updates do not change the scope of the requirements.

1. Video inventory controls (for example, play, pause, mute, skip or dismiss), and ad content or controls where provided, must not be obstructed, hidden or non-functional.
   • For clarity, video inventory controls or ad controls that are activated or displayed only as a result of a single user action (for example, scrolling, hovering over, tapping or swiping the screen) are not considered as obstructed, hidden or non-functional.
2. For in-stream or accompanying content placements that transition to a sticky placement, the video player must start in the main content and only transition as a user scrolls the video player off the page.

(Posted August 2024)

Update to monetisation in Russia (August 2024)

Due to ongoing developments in Russia, we are pausing the ability of Russia-based publishers to monetise with AdSense, AdMob and Ad Manager.

(Posted August 2024)

Update to the AdSense programme policies (August 2024)

In August 2024, Google will replace the Ads on dynamic content policy with a new 'Ads in private communications' policy. This change will provide clarity to publishers by explaining that ads are prohibited on screens where the primary focus is a private communication like direct messages, live chats, video-chats and private chatrooms. These updates are part of our ongoing efforts to clarify our policies for readability and transparency.

(Posted July 2024)

Updates to the EU user consent policy (July 2024)

From 31 July 2024, Google will expand the scope of the EU user consent policy to apply to users in Switzerland. Customers using Google advertising products will be required to obtain Swiss users’ consent to the use of cookies or other local storage, where legally required; and the collection, sharing and use of personal data for personalisation of ads. This is in addition to existing requirements for European Economic Area (EEA) and UK users.

(Posted April 2024)

Updates to the AdSense for Search policies (March 2024)

On 27 March 2024, Google will make the following updates to the AdSense for Search (AFS) policies:

1. Clarify that queries may originate from clear user search intent coming from one of three sources:
   • A search query entered and submitted directly by a user into a search box without editing, modification or filtering. The search box may not be pre-populated with search terms, and publishers may not create links containing pre-populated search terms.
   • An AdSense for Search product-integrated feature, as defined by and compliant with Google’s AdSense for Search product-integrated feature policies.
   • An Alternative Search Query on your Custom Search Ads enabled sites or apps, as defined by and compliant with Google’s Alternative Search Query policies.
2. Make editorial updates for better clarity and readability. These editorial updates do not change the scope of the policies.

We will also introduce new policies for Google’s AdSense for Search product-integrated features to clarify that:

1. The following type of AFS product-integrated features is currently available: ad intents
2. Usage of the AFS product-integrated features must comply with the AdSense for Search (AFS) policies.
3. You may not place AFS product-integrated features on content that does not comply with the Google AdSense Programme policies, including but not limited to the Google Publisher Policies.

(Posted on March 2024)

Updates to the AdSense programme policies (February 2024)

On 9 February 2024, Google will introduce a new Sensitive Events policy into the AdSense programme policies.

A 'Sensitive Event' is an unforeseen event or development that creates significant risk to Google's ability to provide high-quality, relevant information and ground truth, and reduce insensitive or exploitative content in prominent and monetised features. During a Sensitive Event, we may take a variety of actions to address these risks.

(Posted January 2024)

Updating the Video publisher policy to become a Google Publisher Policy (April 2024)

On 1 April 2024 Google will update the Video publisher policy, currently applicable to AdSense and Ad Manager, to apply to all video inventory including AdMob, under the Google Publisher Policies. This expansion of coverage is intended to streamline the policies across Google products, as well as to keep pace with current industry standards (e.g. IAB OpenRTB).

The updated policies will apply to AdSense, Ad Manager and AdMob video inventory monetised with Google ad code (‘Video inventory’), and are as follows:

Accurately describe inventory

1. Video inventory must provide declarations with accurate signals (for Ad Manager, see VAST ad tag URL parameters), including:
   • Audibility of ad placement: Audible by default or muted (for Ad Manager, see vpmute parameter).
   • Type of ad placement: Video ads serving into video players with video content must be accurately declared as either 'In-stream' or 'Accompanying Content' placements (for Ad Manager, see plcmt parameter). Video ads serving into non-video player placements do not require declarations, and will be automatically determined by Google based on inventory format as either 'Interstitial' or 'Standalone' placements.
     • ‘In-stream’ means a video or audio ad played within the stream of video or audio content, where the video or audio content is the focus of the user's visit or explicitly requested by the user.

       Example: A video ad that's played before, in the middle of, or after the stream of a user-requested video content.

     • ‘Accompanying content’ means a video ad played within the stream of video content accompanying the main content of the user’s visit, where the video content is neither the focus of the user’s visit nor explicitly requested by the user. Accompanying content placements must load within the body of the page, and muted by default.

       Example: A video ad that's played before, in the middle of, or after the stream of muted video content that takes up a small portion of a primarily editorial page.

     • ‘Interstitial’ means a video ad played without the presence of any other streaming video content in a transition between content, where the video ad is the primary focus of the page and takes up the majority of the viewport.

       Example: A video ad that's independent of any other streaming video content, and that's placed in full view in a natural break or transition between content.

     • ‘Standalone’ means a video ad played without the presence of any other streaming video content, where the video ad is not the focus of the page.

       Example: A video ad that's independent of any other streaming video content, and that's placed in a banner at the right rail of an article page.

Use supported implementations

2. In-stream or accompanying content placements must use the Google Interactive Media Ads SDK or Google Programmatic Access Library on supported platforms, unless through an official Google beta program.
   • Partners and publishers cannot use Interactive Media Ads products to monetise YouTube content. For YouTube content, partners and publishers must monetise through the YouTube Partner Programme.
3. Interstitial or Standalone placements must use Google-provided solutions: on web: Google Publisher Tags; in app: the Google Mobile Ads SDK (for Ad Manager; for AdMob).
   • The Google Interactive Media Ads SDK isn't allowed for interstitial or standalone placements, except for placements in games.

Protect advertiser value

4. Video inventory content or controls (for example, play, pause, mute, skip or dismiss), including ad content or controls where provided, must not be obstructed, hidden or non-functional.
5. For in-stream placements, audio ads must not be requested or served in muted placements.

Respect the user

6. Video inventory may autoplay, provided that:
   • Only one video inventory across all placement types may autoplay with sound at any time.
     • Additionally for in-stream or accompanying content placements, only one video player may autoplay in view at any time.
   • The ad must not autoplay until at least 50% of the ad unit is visible.
7. Video inventory may be sticky, provided that:
   • A dismiss option is presented for the entire duration of the video or ad content. This option must not be hidden, obstructed or non-functional.
   • For in-stream or accompanying content placements, the video player must start in the main content and only transition to a sticky placement as a user scrolls the video player off the page.

Additionally for Ad Manager, the term 'instream' in Help Centre pages and in-product controls refers to both 'in-stream' and 'accompanying content' as defined in the updated policies. Ad Manager video inventory that is 'in-stream' or 'accompanying content' per the updated policies must adhere to the respective requirements in the policies.

The updated policies will take effect on 1 April 2024. Please review the updated policies to determine if it affects your video inventory. If your video inventory was previously disapproved but you believe that they should no longer be disapproved following the update, you may request a review or appeal on or after 1 April 2024.

More information on requesting a review or appeal can be found below:

• For AdSense: Request a review
• For AdMob: AdMob policy violation: Disabled app(s) or account
• For Ad Manager: Request a review

(Posted November 2023)

Update to Video publisher policy (November 2023)

On 7 November 2023, Google will update the Video publisher policy to allow non-in-stream ads to be placed in sticky implementations (i.e. non-in-stream ads that remain in a fixed location on the screen).

[Posted on October 2023]

Update to Rewarded inventory policy (October 2023)

On 31 October 2023, Google will update the Rewarded inventory policy to become policies for ad units that offer rewards. Under the updated policies, we allow indirect or non-monetary items to be offered as rewards provided that:

1. The reward is only redeemable and usable for an item or service within the publisher’s platform, website or app;
2. The reward is non-transferable; and
3. Rewards that are a discount or voucher for physical items must not exceed 25% of the item’s total value.

Direct monetary items remain disallowed as rewards under any circumstance.

For the purposes of the updated policies:

• 'Direct monetary items' mean any form of legal tender, or other modes of payment that can be used directly to purchase goods or services in the real world.

  Examples: Cash, cryptocurrency, gift card

• 'Indirect or non-monetary items' mean anything with monetary value but which is not a direct mode of payment in the real world, or anything that does not have monetary value in the real world.

  Examples: Discounts, loyalty rewards or points, product delivery at no cost, product or service trial at no cost, game character extra life, game character skin

• 'Non-transferable' means a reward that is only redeemable and usable by the same user who received it, and is not directly convertible into direct monetary items or items that can be transferred to a third party.

  Examples: A discount code, loyalty points or a game item that is only redeemable and usable by a specific user through their logged-in account, and cannot be directly converted into cash or used to purchase any item that can be transferred to another person

In addition to the above, we will also make editorial updates to the policies for better clarity and readability. These editorial updates do not change the scope of the policies.

Please review the updated policies to determine if it affects your ad units that offer rewards. If your ad units that offer rewards were previously disapproved but you believe that they should no longer be disapproved following the update, you may request a review or appeal on or after 31 October 2023.

Learn more about requesting a review or appeal.

(Posted October 2023)

Update to Google’s approach to data transfers (September 2023)

Google is certified under the EU-US Data Privacy Framework ('EU-US DPF') and from 1 September 2023 adopted the EU-US DPF as an alternative transfer solution to transfer EEA personal data to the US

(Posted September 2023)

Update to Google Publisher Restrictions for Shocking content (August 2023)

On 30 August 2023, Google will update Shocking content in the Google Publisher Restrictions to include an exception for gameplay imagery. In the context of gameplay imagery, content is only considered to 'contain gruesome, graphic or disgusting accounts or imagery' or 'depict acts of violence' if it depicts acts of torture, sexual violence, violence against minors, violence against prominent real-name persons or violence against an individual or group on the basis of a characteristic that is associated with systemic discrimination or marginalisation.

Please review the update to determine if it affects your site or app. If your site or app received restricted ad serving previously due to Shocking content but you believe ad serving should no longer be restricted following the update, you may request a review or appeal of your site or app on or after 30 August 2023.

More information on requesting a review or appeal can be found below:

• For AdSense: Request a review
• For AdMob: AdMob policy violation: Disabled app(s) or account
• For Ad Manager: Request a review

(Posted July 2023)

Updates to AdSense for Search and Custom Search Ads policies (March 2023)

Google will update the following policies in March 2023 to better clarify: (a) the application of the policies for Google-provided services vs non Google-provided services; and (b) the corrective action(s) on Google-provided services in case of non-compliance with the policies.

1. AdSense for Search (AFS) policies
2. Custom Search Ads policies
3. Google Custom Search Ads Policy: Alternative Search Queries

These updates are part of our ongoing efforts to clarify our policies for readability and transparency. There is no change to the scope of the policies or the way that the policies are enforced. No action is required by publishers as a result of these updates.

(Posted March 2023)

Google Publisher Policies (January 2023)

In January 2023, Google will update the Google Publisher Policies by bringing our existing Malware and Unwanted software policy into the Google Publisher Policies: Requirements and other standards as part of our continued efforts to simplify and streamline our policies.

In recent months, Google has also made the following two updates to the Google Publisher Policies:

• The AdSense Programme policies and AdMob Programme policies have been updated to include information about the new WebView API for ads which enables proper support of web display ads in apps.
• The Webmaster Guidelines have been replaced with the Spam policies for Google web search. As a result, references to the Webmaster Guidelines have been updated. Publishers should review the Spam policies for Google web search.

(Posted December 2022)

Update to technical requirements for web content viewing frames for apps (May 2022)

In May 2022, the technical requirements for web content viewing frames for apps were updated (AdSense policy, Ad Manager policy). App developers who want to monetise by publishing AdSense and Ad Manager display ads can use any of the existing options or use the new WebView API for Ads option. Learn more in the developer documentation for Android and iOS.

(Posted May 2022)

Update regarding Ukraine (March 2022)