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Display & Video 360 users must comply with this Google Ads policy. Visit the Display & Video 360 help center for additional restrictions.
Ads across the Google Network should be useful, varied, relevant, and safe for users. Google Ads doesn'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.
In this article
- Malicious software
- Compromised sites
- Unwanted software
- Unfair advantage
- Evasive ad content
- Circumventing systems
- Spam policies for web search
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.
Learn more about the Malicious software policy.
Violations of this policy are taken very seriously and are considered 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, Google may review information from multiple sources including your ad, website, accounts, and third-party sources. If violations of this policy are found, your Google Ads accounts will be suspended upon detection and without prior warning, and you will not be allowed to advertise with Google Ads again. If you believe there's been an error, and that you haven’t violated our policy, submit an appeal and explain why. Accounts are only reinstated 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.
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.
Learn more about the Compromised sites policy.
Unwanted software
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.
Learn more about the Unwanted software policy.
Unfair advantage
The following is not allowed:
Using the Google Network to gain an unfair traffic advantage over other participants in the auction
Learn more about the Unfair advantage policy.
Evasive ad content
The following is not allowed:
Learn more about the Evasive ad content policy.
Circumventing systems
The following is not allowed:
Learn more about the Circumventing systems policy.
Violations of this policy are taken very seriously and are considered 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, Google may review information from multiple sources including your ad, website, accounts, and third-party sources. If violations of this policy are found, your Google Ads accounts will be suspended upon detection and without prior warning, and you will not be allowed to advertise with Google Ads again. If you believe there's been an error, and that you haven’t violated our policy, submit an appeal and explain why. Accounts are only reinstated 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.
Spam policies for Google Web Search
The following is not allowed:
Learn more about the Spam policies for Google Web Search policy.
Need help?
If you have questions about our policies, contact Google Ads Support.