Navigating Google Ads Policies: A Comprehensive Guide for Advertisers

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woman navigates google ads on her mobile phone

Undoubtedly, Google Ads have paved the way for businesses wanting to reach their audiences. However, compliance is at the forefront of running an effective campaign to ensure fair competition. While law-abiding and aligned with regulations, these restrictions also provide a digital space designed to create a secure, trustworthy platform for advertisers and online users. 

Here’s what you need to know to ensure your campaign avoids violations and suspensions, maximises your ad’s performance, and gets your all-important message across to those who matter the most—your customers.

Core Areas of Google Ads Policies​

Google’s policies cover a number of essential areas…

Prohibited Content

Certain content, such as illegal products, dangerous goods, and inappropriate material, is strictly forbidden.

Here are a few categories and examples…

  • Counterfeit Goods: Selling “Gucci“ bags that are knockoffs? Nope, not allowed. Google Ads ensures only genuine products, not counterfeits.
  • Dangerous Products or Services: Promoting fireworks with a tagline “Boom your backyard“? Think again—dangerous content is not permitted.
  • Enabling Dishonest Behavior: Offering “Guaranteed A+ Essays“ or fake IDs? That’s a hard no.
  • Inappropriate Content: Ads showing shocking crime scene photos or promoting hate? Banned—Google Ads champions respect and inclusivity.

Restricted Content

Ads promoting regulated industries (e.g., alcohol, gambling, healthcare) require additional scrutiny and often specific certifications.

The following policies address content that may be legally or culturally sensitive…

  • Children and Teens: Ads promoting alcohol, gambling, or sugary snacks can’t target users under 18, and ad personalisation is disabled for minors to protect their privacy.
  • Alcohol: Google Ads depicting beer, wine, spirits, and non-alcoholic varieties are limited and only allowed in select regions. They have to target adults only and follow local laws.
  • Gambling and Games: Sports betting, online poker, and national lotteries are restricted, and a Google Ads certification is needed to adhere to local laws and responsible gambling messaging.
  • Political Content: Promotion of candidates, parties, or political issues is restricted. Ads need to follow local campaign laws, including election silence periods.
  • Financial Products and Services: Personal loans, credit repair, and cryptocurrency exchanges are also restricted, must comply with local regulations and may require certification.
  • Cryptocurrencies: Cryptocurrency wallets, exchanges, and NFT platforms are also on the restricted list. Most require certification, but some, like mining hardware, may be exempt.

Prohibited Practices

Google’s main goal is to provide users with insightful, varied, and relevant information. Advertisers cannot run ads, content, or URL destinations to mislead users or bypass their ad review system.

Here are a few examples of prohibited Google Ad practices…

Abusing the Ad Network

  • Promoting content with malware
  • “Cloaking” to hide true destinations
  • Creating “bridge” pages that simply funnel users elsewhere
  • Ads aiming only for public social endorsements
  • Manipulating settings to dodge policy reviews

Data Collection and Use

  • Collecting credit card details on a non-secure server
  • Promotions claiming to know personal information like financial status or orientation
  • Misusing sensitive info like IDs

Misrepresentation

  • Hiding billing details
  • Unrealistic promises
  • Pretending to be a reputable company to snag personal info
  • Collecting donations under false pretenses

A word of advice from the Digital Pie team: “Remember, transparency and trust make for great advertising!“

Editorial and Technical Guidelines

Ads must meet quality standards, including proper grammar and formatting.

Let’s take a look at what’s not allowed…

  • Ads screaming “F₹€€!!” with gimmicky punctuation or vague phrases like “Buy here now!“
  • URLs that lead to “coming soon” pages or websites that trap users with a disabled back button.
  • HTML5 ads that appear blank or content in unsupported languages.
  • Oversized images, videos longer than specified limits, or headlines that run on and on.

For a full breakdown, visit the Google Ads policies page.

common google ads policy violations

Common Policy Violations

Some of the most frequent reasons why ads are disapproved are…

  • Misleading or unverified claims.
  • Use of restricted keywords without proper certifications.
  • Non-compliance with local laws in targeted regions.
  • A poor landing page experience, slow load times, or deceitful content.

How Google Enforces Ad Policies

Google uses a combination of AI and human intervention and evaluation to ensure that all ads comply with the policies mentioned above. Specially trained individuals are generally used to address more challenging and complex cases. 

Advertisers may have their ads disapproved or their accounts suspended if the content violates any policies. 

Google also outlines its decisions if a policy violation has occurred. For ad disapprovals, advertisers have the option to either amend the ad or appeal the outcome. The same applies if your account was suspended.

Advertising Related to Medical or Healthcare Content

It’s important to know that in some cases, no advertising related to medical or healthcare content is permitted. In contrast, if an advertiser holds a certification, they can run an ad targeting specific, approved locations. It’s up to advertisers to ensure compliance with local regulations.

If your ad can be showcased in a specific area and the domain is certified, it will be marked as Eligible (limited), meaning it can run in approved locations.

Examples of Healthcare Content Policies

Here is some healthcare-related content that can be advertised under specific conditions…

Prescription Drug Services

Google prohibits ads for prescription drug services, including online pharmacies and telemedicine. If you are an advertiser within this industry, you must be certified by Google, and your ad must comply with location-specific restrictions.

Restricted Drug Terms

Using prescription drug terms in the ad text, landing pages, or keywords is generally prohibited unless certified. 

Pharmaceutical Manufacturers

Certified pharmaceutical companies can advertise over-the-counter and prescription medications in select locations. 

Unauthorised Pharmacies

Google takes advertising prescription medication without a valid prescription and targeting locations where you aren’t licensed extremely seriously. Actions like these are deemed unlawful and will immediately suspend your Google Ads account without prior warning. It’s also important to know that Google will only reinstate your account with compelling circumstances and supported by thorough documentation.

Unapproved Substances

Google bans the promotion of unapproved pharmaceuticals, supplements with dangerous ingredients, or products with misleading claims—even if they are legal in some regions

Handling Sensitive Topics in Ads

Google also enforces special policies for sensitive healthcare topics such as…

  • Addiction Services: Requires certification to advertise recovery services.
  • Abortion: Certification is necessary in some locations for ads related to abortion services.
  • Birth Control, Fertility and Testing: This policy applies to a range of products and services, including but not limited to condoms, birth control pills, fertility testing, surrogacy services, and STI testing in specific regions. 
  • HIV Home Tests: Limited to specific countries where local regulations permit, such as the United States, France, the Netherlands, and the United Kingdom.
  • Health Insurance: Certification is required for most ads in the U.S., except for specific categories, such as dental or travel insurance.

Country-Specific Restrictions

This restriction limits or prohibits certain ads, products, or services in specific regions to comply with local laws and regulations.

Example: The restrictions below are for ads targeting New Zealand in the healthcare and medical fields.

Location-specific Google Ad restrictions for New Zealand regarding healthcare and medical products and services.

How to Apply for Healthcare Certification

Certification is often mandatory if you plan to advertise healthcare-related content on Google Ads.

Here’s how you can apply…

  1. Go to the Google Ads Healthcare Certification page for detailed instructions and requirements specific to the type of ad you wish to run.
  2. Submit proof of your business’s compliance with local laws and regulations. This can include licenses, certifications, or other relevant documents.
  3. Set your ads to target locations where your healthcare services or products are legally permitted.
  4. Remember to familiarise yourself with Google’s healthcare advertising policies to ensure compliance before submitting your application.
  5. Follow the outlined steps to complete and submit your certification application. Google will review your submission and notify you of the outcome.
woman reports a google ad using her laptop and mobile phone

Google Ads Help

Have you encountered an issue with a policy decision on Google Ads or need to report an ad?

Here’s how to address them both…

Appeal Policy Decisions

Step 1: Review the Policy Violation

  1. Log in to your Google Ads account.
  2. Navigate to the Ads and Assets section in the left-hand menu.
  3. Locate the disapproved or restricted ad.
  4. Click the “Why was this ad disapproved?” link to understand the policy violation.

Step 2: Make Necessary Changes (If Required)

  • If the issue concerns your ad content, landing page, or other factors, edit the ad to comply with Google Ads policies.

Step 3: Submit an Appeal

  1. In the Ads and Assets tab, locate the disapproved ad.
  2. Click the “Appeal” button (usually next to the disapproval notice).
  3. Choose the type of appeal:
    • Dispute Decision: If you believe your ad complies with policies.
    • Request Review: If you’ve corrected the issue.
  4. Supply additional details, explain why you believe the ad complies with the policy, or describe the changes made.
  5. Click Submit to send the appeal.

Step 4: Track Appeal Status

  • Go to the Policy Manager under the Tools & Settings menu to track the status of your appeal.
  • Google reviews appeals within 1–2 business days, but depending on their complexity, it may take longer.

Step 5: Follow Up If Needed

  • If the appeal is denied, review the feedback provided and take corrective action.
  • If you still disagree, you can escalate the matter by contacting Google Ads Support.

Report an Ad

Step 1: Identify the Ad to Report

  • Locate the ad you want to report on Google Search, YouTube, or a partner site.

Step 2: Access the Reporting Option

  • Google Search Ads: Click the three-dot menu (⋮) or the “Why this ad?” link next to the ad.
  • YouTube Ads: Click the three-dot menu (⋮) next to the ad or under the video player.
  • Display Ads: Use the “Ad Choices” icon (🔵i) on the ad, or look for the “Why this ad?“.

Step 3: Select “Report This Ad”

  • After accessing the menu, select “Report this ad” or a similar available option.

Step 4: Choose the Reason for Reporting

  • Google will prompt you to pick a reason for reporting the ad. Options may include:
    • Misleading content
    • Inappropriate or offensive material
    • Violation of Google Ads policies (e.g., malicious software, prohibited content)

Step 5: Provide Additional Details (If Prompted)

  • Add details to help Google understand your concerns.

Step 6: Submit

Click the “submit“. Google will review the ad and take action if necessary.

Start Maximising Your Digital Potential Today

We get it; making sense of Google Ads policies is challenging. The above is not about restrictions but rather about building trust for your customers and levelling the playing field among competitors while ensuring that your campaign, while legal, does the hard work and gets your customer’s attention. 

If you’re ready to take your campaign to the next level, Digital Pie is here to help. Trust our team to manage your Google Ads and create high-performing ads that deliver results. Contact us today to start maximising your potential with a team leading the way in digital marketing.

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