Ad requirements for YouTube

While all ads must comply with our advertising policies, this article outlines the additional requirements your ad assets must meet in order for your campaigns to serve on YouTube.

If your asset is restricted or suspended, you can find more information about how to fix a disapproved ad. If you disagree with our decision or have fixed your asset, you can appeal the policy decision directly from your Google Ads account (if available). Alternatively, you can dispute policy decisions using the Disapproved ads and policy questions form.

Appeals may not be available in all circumstances (e.g. certain court-ordered removals). You should receive more information about your appeals options in the notification we send to you about your content or account.

Automated content policy decision

​To ensure a good experience for the user, we may conduct automated reviews of your campaign content. This preliminary review may trigger restriction or suspension of the assets. If necessary, Google may further analyse the assets for a final decision.

Quality checks

Assets that do not meet YouTube Ads quality requirements.

Examples:

• Assets that lack clarity, correct spelling and use of capitalisation or symbols
• Blurred, distorted or poorly cropped images

YouTube Ads must meet the Google Ads editorial standards.

Sensitive applications

Ads for applications that fall into one of the following categories:

• Social applications with adult content where the app contains nudity or sexual topics
• Social applications whose primary purpose is meeting new people
• Social applications whose primary purpose is facilitating dating and relationships

Ads for sensitive application may be allowed if the following requirements are met:

• The application does not have live stream features
• The application is not a live chat with stranger application
• The application or ad does not have racy or suggestive content

Application ads must meet the Google Ads app ads policy.

Prohibited categories

Exaggerated or inaccurate claims

Assets that contain exaggerated or false claims about a product or service or that misleads users

• False claims related to money or overnight success (for example, ads that tell people how to get rich in a short time frame)

Examples:

Victims To Be Paid Millions For Using Baby Powder. Check If You Qualify Now. Time is Limited!	Online Language Tutoring Easiest Way To Master 45+ Languages Overnight – Schedule time with one of our tutors today!	Luxury Watch The finest luxury watch available for only $5. Bands in leather, metal, plastic, cloth, nylon mesh and rubber.

   

• False or exaggerated claims related to curing diseases

Example:

Less grey hairs Reduce your grey hairs with just some potato peels!

Negative events and imagery

Violent and criminal content that references graphic violence, weapons and illegal activity

Assets that include mentally-distressing, disturbing, repulsive or gross content; or scary content related to injuries, death and decay

Examples:

• Dangerous actions that could potentially result in bodily harm or encourage imitation of the action, such as dangerous challenges
• Dramatised or animated content that is excessively gory or realistic
• Funerals that show people weeping, mourning or screaming

• Videos designed to scare you intentionally or that contain footage of distressing accidents or natural disasters (enforcement applies to simulated or real content)

Allowed with limitations

• If an ad features content containing professional media – such as films, TV shows, and video games — the above guidelines will be evaluated according to different criteria. Any ads containing professional media should clearly indicate the source of the media so the viewer understands what they’re watching.

Improper content

Assets that focus on specific body parts or health conditions

Examples:

• Medical or dental surgery procedures that show blood, guts, gore, bodily fluids or tooth decay
• Emphasising body parts (for example, zooming in on belly fat)

• Showing bodily symptoms (for example, fluids or rashes)

Assets with nudity or that include racy or sexually suggestive topics

Examples:

• Adult content promotions where the majority of the ad is focused on nudity or sexual topics
• Ads that promote dating using sexually-explicit imagery or language

Allowed with limitations

Examples:

• Ads for weight loss, hair loss, skin conditions or other health conditions are allowed as long as the imagery isn’t disturbing

• Promotion of products like swimwear or spa treatments are permitted as long as the content is not overtly sexualised

Assets that use inappropriate or offensive language

Examples:

• Assets containing obscene or offensive language, which may offend users
• Derogatory language that incites hatred against, promotes discrimination of or disparages an individual or group that is associated with systemic discrimination

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YouTube Masthead content requirements

YouTube Masthead ads are the ads that YouTube users see at the top of the YouTube homepage. This type of ad is the most prominent Google advertising placement available to advertisers. To ensure that we provide a high-quality consumer ad experience, YouTube Masthead ads must comply with all Google Ads policies, the Ad requirements for YouTube listed on this page and the Masthead format requirements.

We will review each YouTube Masthead ad asset for compliance with the Masthead format requirements, which apply in addition to the Google Ads policies and the Ad requirements for YouTube. Please review the Masthead format requirements for the additional requirements your ad assets must meet in order for your campaigns to serve as YouTube Masthead ads. The Masthead format requirements may be more restrictive than the ad requirements for other platforms and surfaces, meaning disapproved YouTube Masthead ad assets may continue to run on Google’s other owned and operated properties.