Introduction to Google Ads Policies and rules

To ensure fair competition when creating ads on Google, Google has created advertising policies that must be followed by all sellers using the service. This is a set of rules that aims not only to comply with the law, but also to create a functional, trustworthy, safe, and enjoyable experience for Google users.

Google specific policies

As an advertiser using Google Ads, you should be familiar with their advertising policies. Among other things, violating them may be a reason for blocking your ads. Its compliance is evaluated by a combination of automatic and manual controls. These principles are formulated in four areas, which we will now briefly introduce. You can then continue to the dedicated page in Google Ads Help for more details.

  1. Prohibited content

The Google Ads Prohibited Content Policy defines content that cannot be advertised on the service. It is divided into four sub-areas – counterfeit goods, dangerous products or services, enabling dishonest behavior and inappropriate content.

By excluding prohibited content, Google wants to contribute primarily to safety on the Internet, but also outside of it, and to prevent fraudulent behavior.

Examples of what cannot be advertised on Google Ads:

You cannot advertise on Google Ads the trademark or logo that either imitates or is identical to another product. Your credibility is also compromised also if you do not advertise these products but they are in your e-shop. To promote security on the Internet, it is also prohibited to promote drugs, weapons, pyrotechnics or instructions for making explosives. At the same time, it is products and services that allow dishonest behaviors such as software or hacking guides, fake documents, services that enable cheating, etc. Inappropriate content is also excluded from advertising. Examples include bullying, intimidation of a group or individual, incitement to hatred, violence against animals, or self-harm.

Therefore, if you choose to advertise products or services that include prohibited content elements, your ad will most likely be considered inappropriate and will not run.

  1. Prohibited practices

If you try to trick Google Ads policies> or circumvent ad review processes, you’re committing prohibited practices that may have similar effects as when promoting prohibited content. The same is true if you are trying to trick users who see your ads by providing false information about services or products.

Caution is also required when working with the collection and evaluation of personal data. These procedures require maximum transparency. When you collect data about your visitors, let them know what data you collect, why you need it, and how you use it.

  1. Restricted content

Restricted content is one that is legally or culturally sensitive. Therefore, its advertising is limited and may not show to all users and all locations, regardless of your ad’s targeting. The aim is to protect specific and vulnerable groups.

This content includes, but is not limited to, products, services related to alcohol, adult content, political content, financial services, healthcare and medicines, games and gambling

In addition, legal requirements are also included in this area. This means that you must comply with the applicable laws and regulations of the country from which you advertise, including copyright or trademark use.

  1. Editorial and technical requirements

In addition to content regulations, Google also regulates ads that do not meet editorial and technical requirements. To put it simply, you should advertise your products or services in a way that is as user-friendly as possible.

From a publishing point of view, your ad copy should be clear and understandable. This also means avoiding special symbols, unusual capitalization, and unnecessary punctuation. In addition, these requirements include a landing page of a certain quality and the relevance of the ad to it. To learn how to create good ad copy, you can be inspired by one of our blogs where we have written about the best practices.

From a technical point of view, a preset format (including, for example, a limited number of characters in headlines or ad descriptions) is required to make your advertising look professional and clear.

In this article, we gave you a brief introduction to the Google Ads Advertising Policies. For more details, go directly to the Google Ads Help, where each of the concrete requirements in these four areas is precisely defined and explained.

As a seller using Google Ads, you should keep this policy in mind at all times. This will allow you to be part of fair and transparent competition and prevent your advertising from being blocked due to violations.

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About the Author:

Consultant for online business and marketing. Holder of every Google Ads certification. Account manager for BlueWinston and Shopping in EU. CSS Hero. Gamer.