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Display & Video 360 users must comply with this Google Ads policy. Visit the Display & Video 360 help centre for additional restrictions.
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We want ads across the Google Network to be useful, varied, relevant and safe for users. We don’t allow advertisers to run ads, content or destinations that attempt to trick or circumvent our ad review processes.
Below are some examples of what to avoid in your ads. Learn about what happens if you violate our policies.
Malicious software
'Malware' is software that aims to harm or get unapproved access to a computer, device or network.
These requirements apply to your ads and any software that your site or app either hosts or links to, regardless of whether the software is promoted through the Google advertising network. The following is not allowed:
Intentional distribution of malicious software or 'malware' that may harm or gain unauthorised access to a computer, device or network
Examples (non-exhaustive):
- Computer viruses, ransomware, worms, trojan horses, rootkits, keyloggers, diallers, spyware, rogue security software and other malicious programs or apps
- Forced redirects, for example, redirecting users to an unknown site infected with malicious software without the user actually clicking on the ad
- HTML5 ad stealing user credentials from a publisher's page
Intentional distribution of malicious software or 'malware' that may harm or gain unauthorised access to a computer, device or networkWe take violations of this policy very seriously and consider them egregious. An egregious violation of the Google Ads policies is a violation so serious that it's unlawful or poses significant harm to our users. Note that in determining whether an advertiser or destination is violating this policy, we may review information from multiple sources including your ad, website, accounts and third-party sources. If we find violations of this policy, we'll suspend your Google Ads accounts upon detection and without prior warning, and you won't be allowed to advertise with us again. If you believe that there's been an error, and that you haven’t violated our policy, submit an appeal and explain why. We only reinstate accounts in compelling circumstances, and when there's good reason so it's important that you take the time to be thorough, accurate and honest. Learn more about suspended accounts.
Compromised sites
A compromised site refers to a site or destination whose code has been manipulated to act in ways that benefit a third party without the knowledge of the site or destination’s owner or operator and often in a way that harms the site’s users. The following scenarios would lead to disapproval for compromised site:
Destinations which are hijacked and hacked
Examples (non-exhaustive): Sites injecting scripts or code that transmits user data without consent, e.g. a credit card skimmer, installing malware on end-user devices, launching pop-up ads, redirecting users to other websites and doing things with user data without the end user’s consent; operating a website using a content management system with known security vulnerabilities, where it has been exploited
Options to fix
Verify disapproved ads for compromised site
- In your Google Ads account, click the Campaigns icon
.
- Click the Campaigns drop-down in the section menu.
- Click Ads.
- Click Add filter above the statistics table.
- Click Attributes to expand the Attributes filter section.
- Click Policy details.
- Search for 'Compromised Site', then click Apply to review your ads affected by the compromised site policy.
.Review and fix your ads
Review the policy details to find the content that resulted in the disapproval. We show compromised domains in your Google Ads account when they’re available. Review your site and remove any code that refers to the identified domains. If you need help fixing your site, Google provides additional information through the Help for hacked websites.
Check the status of the website or final URL of disapproved ads
Use Google's External Safe Browsing Site Status Checker to check the status of the website or final URL of disapproved ads, When a site is disabled in Safe Browsing, it means that it has been disabled as a result of the unsafe content that it may be exposing to users via, for example, organic listings. Please fix the malware issue on your site and file an appeal through Google Search Console to get the domain off the Safe Browsing threat list. Your site/landing pages should automatically be re-enabled to serve ads after you’ve successfully completed this process. Please contact support if your ads are still disapproved after completing this process.
If you can’t fix the ad’s destination, you can update the ad with a new, non-compromised destination. Editing the ad will resubmit the ad and its destination for review.
Appeal policy decision
If you've fixed your destination or believe that we've made an error, appeal the policy decision directly from your Google Ads account to request for a review. After we confirm that the destination is compliant, and that both the ad and the destination are compliant with all Google Ads policies, we can approve your ads. If you aren't able to fix these violations or choose not to, remove your ad to help prevent your account from becoming suspended in the future for repeated policy violations. Follow the below steps to appeal:
- In your Google Ads account, click the Tools icon
.
- Click the Troubleshooting drop-down in the section menu.
- Click Policy manager.
- On the 'Policy issues' tab, find the ad that you want to appeal, then click Appeal.
- Under 'Reason for appealing', select Made changes to comply with policy.
- Click Submit.
.Unwanted software
Per policy requirements, any software that your site or app hosts (or links to) should provide a positive experience for users. Google’s Unwanted Software policy provides a few basic characteristics of software that are potentially harmful to the user experience which are listed below:
- It is deceptive, promising a value proposition that it does not meet.
- It tries to trick users into installing it or it piggybacks on the installation of another program.
- It doesn’t tell the user about all of its principal and significant functions.
- It affects the user’s system in unexpected ways.
- It is difficult to remove.
- It collects or transmits private information without the user’s knowledge.
- It is bundled with other software and its presence is not disclosed.
Make sure your ads and destinations do not violate Google’s Unwanted Software policy.
The following scenarios would lead to disapproval for unwanted software:
There is no clear description of the product in your ad or a landing page
Examples (non-exhaustive): No information about the product type (app, extension, software) in the ad or landing page; failure to be transparent about the functionality that the software provides; description of the functionality of the software differs from the actual functionality
Failing to disclose the full implications of installing the software to the user
Examples (non-exhaustive): Making system changes or changes to the browser settings without the user’s consent and knowledge; making it difficult for users to disable or uninstall the software; failing to include Terms of Service or an End User Licence Agreement; bundling software or applications without the user’s knowledge; transmitting private information without the user’s knowledge
Options to fix
Fix the ad or ad destination
Confirm that the ad contains both a product type and one-line accurate description about the functionality of the product.
Make sure that the ad destination mentions the product type, includes an accurate one-line description about the functionality of the product, and clearly explains the full results of installing the software, including possible changes to the users’ browser or settings. Disclosures or disclaimers about the full implications of installing the software must be conspicuous (located in a prominent position with reasonably large font size) and written in a simple and clear manner that is easily understood by all users, especially those who are less proficient with technology.
Appeal the policy decision
- In your Google Ads account, click the Tools icon
- Click the Troubleshooting drop-down in the section menu.
- Click Policy manager.
- On the 'Policy issues' tab, find the ad that you want to appeal, then click Appeal.
- Under 'Reason for appealing', select Dispute decision or Made changes to comply with policy.
- Click Submit.
Unfair advantage
The following isn't allowed:
Examples (non-exhaustive): Affiliates that advertise on Google Ads against the applicable affiliate programme rules; promoting the same or similar content from multiple accounts on the same or similar queries; trying to show more than one ad at a time for your business, app or site
Note: Keywords should fit the target audience’s likely intent when searching. Each website or app that you promote should offer distinct value to users. For example, avoid promoting similar products and prices across related destinations.
Evasive ad content
Manipulation of ad components (text, image, videos, domain or subdomains) in an attempt to bypass detection and / or enforcement action.
Examples (non-exhaustive): Misspelling prohibited words or phrases to avoid ad disapproval; manipulating trademark terms in the ad text, domain, subdomain or logo to avoid restrictions on the use of that trademark; using invisible UNICODE characters in ads that add no value to the ad content for users, manipulating images or videos to hide policy violating content.
Circumventing systems
The following is not allowed:
Engaging in practices that circumvent or interfere with Google's advertising systems and processes, or attempts to do so.
Examples (non-exhaustive):
- Cloaking (showing different content to certain users, including Google, than to other users) that aims at or results in interference with Google’s review systems, or hides or attempts to hide non-compliance with Google Ads policies, such as:
- Redirection to non-compliant content
- Using dynamic DNS to switch page or ad content
- Manipulating site content or restricting access to so many of your landing pages that it makes it difficult to meaningfully review your ad, site or account
- Using click trackers to redirect users to malicious sites
Note: Cloaking does not include providing content personalisation that adds genuine value for certain users, such as different language versions of the same content or different versions of the same content depending on the user’s Internet Service Provider, as long as the offering is still substantially the same, the variation in content is still compliant with Google Ads policies and Google is able to review a version of the content
- Whether repeated or simultaneous, policy violations across any of your accounts, including using two or more accounts to post ads that violate this or any other Google Ads policy. For example, creating new domains or accounts to post ads that are similar to ads that have been disapproved for this or any other Google Ads policy.
- Bypassing enforcement mechanisms and detection by creating variations of ads, domains or content that have been disapproved (for this or any Google Ads policy) or using techniques in text, images or videos to obfuscate sexually explicit content
- After a previous suspension decision, attempting to use the Google Ads system again by creating new accounts in order to re-enter the system
- Abusing Google Ads product features in order to show policy non-compliant content to users and/or gain additional traffic
- Submitting false information as part of our verification programmes
- As part of our Gambling and games certification programme, failing to recertify or continuing to use the Gambling and games certification if a material change has occurred since the last certification application was submitted. We understand that an advertiser’s address or payment method might change periodically. Failing to resubmit your Gambling and games certification application after one of these two types of changes will not lead to account suspension. However, other material changes do require resubmission of the Gambling and games certification application or your account will be suspended upon detection. These material – meaning major, substantial or relevant – changes include, but are not limited to, changes to advertiser’s product offerings which are inconsistent with any licence or approvals provided to Google, changes to advertiser’s compliance with applicable regulations and changes to advertiser’s licensure or other compliance with the Gambling and games certification requirements.
We take violations of this policy very seriously and consider them egregious. An egregious violation of the Google Ads policies is a violation so serious that it's unlawful or poses significant harm to our users. Note that in determining whether an advertiser or destination is violating this policy, we may review information from multiple sources including your ad, website, accounts and third-party sources. If we find violations of this policy, we'll suspend your Google Ads accounts upon detection and without prior warning, and you won't be allowed to advertise with us again. If you believe that there's been an error, and that you haven’t violated our policy, submit an appeal and explain why. We only reinstate accounts in compelling circumstances, and when there's good reason so it's important that you take the time to be thorough, accurate and honest. Learn more about suspended accounts.
Note: We may take action on an advertiser’s account based on, for example, adverse regulatory warnings, settlements or rulings about an advertiser’s advertising practices, or direct complaints from users or businesses.
Spam policies for Google Web Search
The following is not allowed:
Engaging in practices that violate the Spam Policies for Google Web Search. In particular, ads that point to destinations that have been removed from Google Search through a manual action will be disapproved. Site owners are notified through Google Search Console about manual actions.