Abusing the ad network

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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 or unwanted software

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:

red x mark Malicious software or "malware" that may harm or gain unauthorized access to a computer, device, or network

Examples (non-exhaustive): Computer viruses, ransomware, worms, trojan horses, rootkits, keyloggers, dialers, spyware, rogue security software, and other malicious programs or apps

Troubleshooter: If your site has been compromised

We will flag compromised domains in your Google Ads account once we have identified them. Please remove any code referencing these domains. Refer to resources and instructions to help you fix the underlying cause of the compromise in the Help for Hacked Websites article. If you can't fix the ad's destination, update the ad with a new destination that complies with this policy.

Troubleshooter: Malicious software

  1. Check the status of your site in the Google Search Console. If you haven't used Search Console before, enter the URL of your website and click "Add a property" to see its status. You may need to verify that you own the site.

    If the Search Console doesn't report any problems, your site could still have security issues that were detected by Google Ads. Consult with your webmaster or web-hosting provider to investigate further. Learn more about how we identify malicious or unwanted software.

  2. Remove any malicious or unwanted software.

    Google provides resources and instructions to help you fix your site through Help for Hacked Websites. If you can't fix the ad's destination, update the ad with a new destination that complies with this policy.

  3. Edit the ad.

    Editing the ad will resubmit the ad and its destination for review. Most ads are reviewed within one business day, but some can take longer if they need a more complex review.

red x mark Ads or destinations that violate Google's Unwanted Software policy

Examples (non-exhaustive): Failure to be transparent about the functionality that the software provides or the full implications of installing the software; failing to include Terms of Service or an End User License Agreement; bundling software or applications without the user's knowledge; making system changes without the user's consent; making it difficult for users to disable or uninstall the software; failing to properly use publicly available Google APIs when interacting with Google services or products

Troubleshooter: Unwanted software

  1. Check your ad and destination to make sure it complies with the Google Unwanted Software Policy.

  2. Edit the ad and / or destination.

    Editing the ad will resubmit the ad and its destination for review. Most ads are reviewed within one business day, but some can take longer if they need a more complex review.

Violations of this policy will not lead to immediate account suspension without prior warning. A warning will be issued, at least 7 days, prior to any suspension of your account. Learn more about suspended accounts.

Unfair advantage

The following is not allowed:

red x mark Using the Google Network to gain an unfair traffic advantage over other participants in the auction

Examples (non-exhaustive): Affiliates that advertise on Google Ads against the applicable affiliate program 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.

Violations of this policy will not lead to immediate account suspension without prior warning. A warning will be issued, at least 7 days, prior to any suspension of your account. Learn more about suspended accounts.

Evasive ad content

red x mark 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.

Violations of this policy will not lead to immediate account suspension without prior warning. A warning will be issued, at least 7 days, prior to any suspension of your account. Learn more about suspended accounts.

Circumventing systems

The following is not allowed:

red x mark 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

    Note: Cloaking does not include providing content personalization 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

  • Repeated policy violations across any of your accounts, including 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 programs

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 is unlawful or poses significant harm to our users. 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 will suspend your Google Ads accounts upon detection and without prior warning, and you will not be allowed to advertise with us again. If you believe 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 is 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.

Webmaster Guidelines

The following is not allowed:

red x mark Engaging in practices that violate the Google Webmaster Guidelines

Examples (non-exhaustive): Keyword stuffing, cloaking, sneaky redirects, doorway pages, spamming social network sites

Violations of this policy will not lead to immediate account suspension without prior warning. A warning will be issued, at least 7 days, prior to any suspension of your account. Learn more about suspended accounts.

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