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How to AdWords policies

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Welcome to the AdWords Policy Center. Here you’ll find the requirements for advertising on the Google Network.

Our policies cover four broad areas:

  •  Prohibited content: Content you can’t advertise on the Google Network
  •  Prohibited practices: Things you can’t do if you want to advertise with us
  •  Restricted content: Content you can advertise, but with limitations
  •  Editorial and technical: Quality standards for your ads, websites, and apps

Prohibited content
Counterfeit products
Google AdWords prohibits the sale or promotion for sale of counterfeit goods. Counterfeit goods contain a trademark or logo that is identical to or substantially indistinguishable from the trademark of another. They mimic the brand features of the product in an attempt to pass themselves off as a genuine product of the brand owner.
Dangerous products or services
We want to help keep people safe both online and offline, so we don’t allow the promotion of some products or services that cause damage, harm, or injury.
Examples of dangerous content: Recreational drugs (chemical or herbal); psychoactive substances; equipment to facilitate drug use; weapons, ammunition, explosive materials and fireworks; instructions for making explosives or other harmful products; tobacco products

Enabling dishonest behavior
We value honesty and fairness, so we don’t allow the promotion of products or services that are designed to enable dishonest behavior.
Examples of products or services that enable dishonest behavior: Hacking software or instructions; services designed to artificially inflate ad or website traffic; fake documents; academic cheating services

Inappropriate content
We value diversity and respect for others, and we strive to avoid offending users, so we don’t allow ads or destinations that display shocking content or promote hatred, intolerance, discrimination, or violence.

Examples of inappropriate or offensive content: bullying or intimidation of an individual or group, racial discrimination, hate group paraphernalia, graphic crime scene or accident images, cruelty to animals, murder, self-harm, extortion or blackmail, sale or trade of endangered species, ads using profane language

Prohibited practices
Abusing the ad network
We want ads across the Google Network to be useful, varied, relevant, and safe for users. We don’t allow ads, content, or destinations that are malicious or attempt to trick or circumvent our ad review processes. We take this issue very seriously, so play fair.

Examples of abuse of the ad network: promoting content that contains malware; “cloaking” or using other techniques to hide the true destination that users are directed to; “arbitrage” or promoting destinations for the sole or primary purpose of showing ads; promoting “bridge” or “gateway” destinations that are solely designed to send users elsewhere; advertising with the sole or primary intent of gaining public social network endorsements from the user; “gaming” or manipulating settings in an attempt to circumvent our policy review systems

Data collection and use
We want users to trust that information about them will be respected and handled with appropriate care. As such, our advertising partners should not misuse this information, nor collect it for unclear purposes or without appropriate security measures.
Examples of user information that should be handled with care: full name; email address; mailing address; phone number; national identity, pension, social security, tax ID, health care, or driver’s license number; birth date or mother’s maiden name in addition to any of the above information; financial status; political affiliation; sexual orientation; race or ethnicity; religion

Examples of irresponsible data collection & use: obtaining credit card information over a non-secure server, promotions that claim to know a user’s sexual orientation or financial status, violations of our policies that apply to interest-based advertising and remarketing

Misrepresentation
We don’t want users to feel misled by ads that we deliver, so we strive to be clear and honest, and provide the information that users need to make informed decisions. We don’t allow ads or destinations that intend to deceive users by excluding relevant information or giving misleading information about products, services, or businesses.

Examples of misrepresentation: omitting or obscuring billing details such as how, what, and when users will be charged; omitting or obscuring charges associated with financial services such as interest rates, fees, and penalties; failing to display tax or licence numbers, contact information, or physical address where relevant; making offers that aren’t actually available; making misleading or unrealistic claims regarding weight loss or financial gain; collecting donations under false pretenses; “phishing” or falsely purporting to be a reputable company in order to get users to part with valuable personal or financial information

 

Restricted content
The policies below cover content that is sometimes legally or culturally sensitive. Online advertising can be a powerful way to reach customers, but in sensitive areas, we also work hard to avoid showing these ads when and where they might be inappropriate.

For that reason, we allow the promotion of the content below, but on a limited basis. These promotions may not show to every user in every location, and advertisers may need to meet additional requirements before their ads are eligible to run. Note that not all ad products, features, or networks are able to support this restricted content. Further details can be found in the Policy Center.

Adult content
Ads should respect user preferences and comply with legal regulations, so we don’t allow certain kinds of adult content in ads and destinations. Some kinds of adult-oriented ads and destinations are allowed if they comply with the policies below and don’t target minors, but they will only show in limited scenarios based on user search queries, user age, and local laws where the ad is being served.

Learn about what happens if you violate our policies.

Examples of restricted adult content: strip clubs, erotic cinemas, sex toys, adult magazines, sexual enhancement products, matchmaking sites, models in sexualized poses

Alcohol
We abide by local alcohol laws and industry standards, so we don’t allow certain kinds of alcohol-related advertising, both for alcohol and drinks that resemble alcohol. Some types of alcohol-related ads are allowed if they meet the policies below, don’t target minors, and target only countries that are explicitly allowed to show alcohol ads.

Examples of restricted alcoholic beverages: beer, wine, sake, spirits or hard alcohol, Champagne, fortified wine, non-alcoholic beer, non-alcoholic wine, and non-alcoholic distilled spirits

Copyrights
We abide by local copyright laws and protect the rights of copyright holders, so we don’t allow ads that are unauthorized to use copyrighted content. If you are legally authorized to use copyrighted content, apply for certification to advertise. If you see unauthorized content, submit a copyright-related complaint.

Gambling and games
We support responsible gambling advertising and abide by local gambling laws and industry standards, so we don’t allow certain kinds of gambling-related advertising. Gambling-related ads are allowed if they comply with the policies below and the advertiser has received the proper AdWords certification. Gambling ads must target approved countries, have a landing page that displays information about responsible gambling, and never target minors. Check local regulations for the areas you want to target.

Examples of restricted gambling-related content: physical casinos; sites where users can bet on poker, bingo, roulette, or sports events; national or private lotteries; sports odds aggregator sites; sites offering bonus codes or promotional offers for gambling sites; online educational materials for casino-based games; sites offering “poker-for-fun” games; non-casino-based cash game sites

Healthcare and medicines
We are dedicated to following advertising regulations for healthcare and medicine, so we expect that ads and destinations follow appropriate laws and industry standards. Some healthcare-related content can’t be advertised at all, while others can only be advertised if the advertiser is certified with Google and targets only approved countries. Check local regulations for the areas you want to target.

Political content
We expect all political ads and destinations to comply with the local campaign and election laws for any area the ads target. This policy includes legally mandated election “silence periods.”

Examples of political content: promotion of political parties or candidates, political issue advocacy

Financial services
We want users to have adequate information to make informed financial decisions. Our policies are designed to give users information to weigh the costs associated with financial products and to protect users from harmful or deceitful practices. For the purposes of this policy, we consider financial products and services to be those related to the management and investment of money, including personalized advice.

When promoting financial services and products, you must comply with state and local regulations for any region that your ads target — for example, include specific disclosures required by local law. Refer to our non-exhaustive list of country-specific requirements for more information.

Trademarks
There are multiple factors that determine when trademarks can be used in AdWords ads. Along with the factors described in our Policy Center, these policies apply only when a trademark owner has submitted a valid complaint to Google.
Legal requirements
You’re always responsible for ensuring that you comply with all applicable laws and regulations, in addition to Google’s advertising policies, for all of the locations where your ads are showing.

Other restricted businesses
When people click on your ads, we want to be sure that they won’t be exploited or deceived. We don’t allow advertisers to promote untrustworthy business practices.

Editorial & technical requirements
We want to deliver ads that are engaging for users without being annoying or difficult to interact with, so we’ve developed editorial requirements to help keep your ads appealing to users. We’ve also specified technical requirements to help users and advertisers get the most out of the variety of ad formats we offer.

Editorial
In order to provide a quality user experience, Google requires that all ads, extensions, and destinations meet high professional and editorial standards. We only allow ads that are clear, professional in appearance, and that lead users to content that is relevant, useful, and easy to interact with.
Examples of promotions that don’t meet these editorial and professional requirements:

overly generic ads that contain vague phrases such as “Buy products here”
gimmicky use of words, numbers, letters, punctuation, or symbols such as FREE, f-r-e-e, and F₹€€!!
Destination requirements
We want consumers to have a good experience when they click on an ad, so ad destinations must offer unique value to users and be functi

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