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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.
Below are some examples of what to avoid in your ads. Repeated violations of our policies can lead to account suspension.
In this article:
- Government documents and official services
- Free desktop software
- Event ticket sale
- Third-party consumer technical support
- Solicitation of funds
- High Fat Sugar Salt Food and Beverage Ads
- Local services
- Consumer advisories
- Call directory, forwarding, and recording services
- Bail bond services
- Dating Services Japan
Learn more about the “Eligible (Limited)” status.
Government documents and official services
Only certified governments and authorized providers may run ads that promote direct acquisition of specific government documents and services.
Government documents and services are official documents issued by the government and official services rendered by the government.
An authorized provider is an advertiser that has been given explicit permission by a government to provide a specific government document or service. To be considered an authorized provider, your domain must be linked from an official government website and explicitly referenced as authorized by that government to provide a specific government document or service.
Learn more about the Government documents and official services policy.
Free desktop software
We restrict the promotion of free desktop software. You must apply to advertise free desktop software as an authoritative distribution site, and ensure the ad contains the name of the software.
Learn more about the Free desktop software policy.
Event ticket sale
Promotion of live event ticket sales is only allowed for accounts that have obtained confirmation of eligibility from Google. You may read eligibility criteria here and request confirmation of eligibility using the Event Ticket Sale Eligibility Application form.
Learn more about the Event ticket sale policy.
Third-party consumer technical support
The following is not allowed:
Technical support by third-party providers for consumer technology products and online services.
Learn more about the Third-party customer technical support policy.
Solicitation of funds
Soliciting funds or donations is allowed only on behalf of a politician, political party, or tax-exempt charity. The ad’s destination must clearly indicate the tax-exempt status by including a charity number or a tax exemption number.
Learn more about the Solicitation of funds policy.
High Fat Sugar Salt Food and Beverage Ads
We restrict the promotion of High Fat Sugar Salt (HFSS) Food and Beverage (F&B) in the UK and EU on the Google Display Network and Youtube.
Learn more about the High Fat Sugar Salt Food and Beverage Ads policy.
Local services
In some countries, local services are not allowed to run or require that you complete advanced verification before ads are allowed to run.
Learn more about the Local Services policy.
Consumer advisories
For business areas where consumer advisories are common, Google may limit how ads about those products and services are served.
Learn more about the Consumer advisories policy.
Call directory, forwarding, and recording services
The following is not allowed:
Promotions for call directory, forwarding, and recording services.
Learn more about the Call directory, forwarding and recording services policy.
Bail bond services
The following is not allowed:
Advertising of bail bonds services, which offer to act as surety in order to secure bail for a defendant.
Learn more about the Bail bond services policy.
Dating services Japan
Advertisers offering online dating services targeting Japan must be certified by Google before they can advertise through Google Ads. Apply for certification using the Online Dating Services Ads in Japan Certification Application form.
In addition, the ads must also include a warning display "18禁" or “18+”.
Learn more about the Dating services Japan policy.