All publishers are required to adhere to the Google Publisher Policies and the following policies, so please read them carefully. If you fail to comply with these policies without permission from Google, we reserve the right to disable ad serving to your website and/or disable your AdSense account at any time. If your account is disabled, you will not be eligible for further participation in the AdSense programme.
Because we may change our policies at any time, please check here often for updates. In accordance with our online Terms and Conditions, it's your responsibility to keep up to date with, and adhere to, the policies posted here. Exceptions to these policies are permitted only with authorisation from Google.
Publishers may place AdSense code on pages with content in scope of the Google Publisher Restrictions, though this content will likely receive less advertising than other, non-restricted content.
Expand all Collapse allInvalid clicks and impressions
Publishers may not click their own ads or use any means to inflate impressions and/or clicks artificially, including manual methods.
Learn moreClicks on Google ads must result from genuine user interest. Any method that artificially generates clicks or impressions on your Google ads is strictly prohibited. These prohibited methods include, but are not limited to, repeated manual clicks or impressions, automated click and impression-generating tools and the use of robots or deceptive software. Please note that clicking your own ads for any reason is prohibited.
Encouraging clicks or views (non-rewarded inventory)
Except for rewarded inventory, publishers may not ask others to click or view their ads or use deceptive implementation methods to obtain clicks or views. This includes, but is not limited to, offering compensation to users for viewing ads or performing searches, promising to raise money for third parties for such behaviour or placing images next to individual ads.
Learn moreTo ensure a good experience for users and advertisers, publishers participating in the AdSense programme may not:
- Compensate users for viewing ads or performing searches, or promise compensation to a third party for such behaviour.
- Encourage users to click the Google ads using phrases such as 'click the ads', 'support us', 'visit these links' or other similar language.
- Direct user attention to the ads using arrows or other graphical gimmicks.
- Place misleading images alongside individual ads.
- Place ads in a floating box script.
- Format ads so that they become indistinguishable from other content on that page.
- Format site content so that it is difficult to distinguish it from ads.
- Place misleading labels above Google ad units. For instance, ads may be labelled 'Sponsored links' or 'Advertisements', but not 'Favourite sites' or 'Today's top offers'.
Traffic sources
Google ads cannot be placed on pages receiving traffic from certain sources. For example, publishers may not participate in paid-to-click programmes, send unwanted emails or display ads as the result of the action of any software application. Also, publishers using online advertising must ensure that their pages comply with Google's Landing Page Quality Guidelines.
Learn moreTo ensure a positive experience for Internet users and Google advertisers, sites displaying Google ads may not:
- Use third-party services that generate clicks or impressions, such as paid-to-click, paid-to-surf, autosurf and click-exchange programmes.
- Be promoted through unsolicited mass emails or unwanted advertisements on third-party websites.
- Display Google ads, search boxes or search results as a result of the actions of software applications such as toolbars.
- Be loaded by any software that can trigger pop-ups, redirect users to unwanted websites, modify browser settings or otherwise interfere with site navigation. It is your responsibility to ensure that no ad network or affiliate uses such methods to direct traffic to pages that contain your AdSense code.
- Receive traffic from online advertising unless the site complies with the spirit of Google's Landing Page Quality Guidelines. For instance, users should be able to easily find what your ad promises.
Ad behaviour
Publishers are permitted to make modifications to the AdSense ad code, as long as those modifications do not artificially inflate ad performance or harm advertisers. Please see modification of the AdSense ad code for more information.
Ad placement
Publishers are encouraged to experiment with a variety of placements and ad formats. However, AdSense code may not be placed in inappropriate places such as pop-ups, emails or software. Publishers must also adhere to the policies for each product used. Please see our ad placement policies article for more information.
View full ad placement policies.Google ads, search boxes or search results may not be:
- Integrated into a software application (does not apply to AdMob) of any kind, including toolbars.
- Displayed in pop-ups or pop-unders, including where a page containing Google ads, search boxes or search results is loaded in a pop-up or pop-under.
- Placed inside emails or on pages where email messages are the primary focus.
- Placed on screens where private communication is the primary focus of the page.
- Placed on any non-content-based page. (Does not apply to AdSense for Search or mobile AdSense for Search.)
- Placed on pages published specifically for the purpose of showing ads.
- Placed on pages whose content or URL could confuse users into thinking that they are associated with Google due to the misuse of logos, trademarks or other brand features.
- Placed on, within or alongside other Google products or services in a manner that violates the policies of that product or service.
- Placed on pages that frame content. Framing content is when a site or app displays someone else's site within a frame or window without permission from the owners of that content.
Site behaviour
Sites showing Google ads should be easy for users to navigate. Sites may not change user preferences, redirect users to unwanted websites, initiate downloads, include malware or contain pop-ups or pop-unders that interfere with site navigation.
Deceptive site navigation
Publishers may not use deceptive implementation methods that place ads in a way that might be mistaken for menu, navigation or download links to obtain clicks or views. Bear in mind that every publisher is responsible for ensuring that their ad implementation adheres to the ad placement policies.
This includes, but is not limited to:
- False claims of streaming content, or downloads
- Linking to content that doesn’t exist
- Redirecting users to irrelevant or misleading web pages
- Other types of navigation that are designed to intentionally mislead users
- Pages where ads are implemented in placements that are intuitively meant for navigation.
Technical requirements for web content viewing frames for apps
App developers who want to monetise by publishing AdSense and Ad Manager display ads through a web content viewing frame must use one of the following integration options:
- WebView API for Ads
App developers are encouraged to integrate the WebView API for Ads to register WebView instances (Android: WebView, iOS: WKWebView) with Google Mobile Ads SDK.
Learn more in the developer documentation for Androidand iOS.
AdMob and Ad Manager in-app ads may be shown in an app next to a WebView as long as the Google Mobile Ads SDK is in use and the publisher is compliant with all other relevant programme policies and guidelines.
As a reminder, content in the WebView is subject to the same content policy requirement as when it is in a browser. - Other supported viewing frames:
- Android: Chrome Custom Tabs and Trusted Web Activities
- iOS: SFSafariViewController (iOS9 and iOS10 only)
Sensitive events
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.
Product-specific policies
Last updated: 9 February 2024
