Inappropriate content

Google provides translated versions of the Advertising Policies Help Center, though they're not meant to change the content of the policies. The English version is the official language used to enforce Google Ads policies. To view this article in a different language, use the language dropdown at the bottom of the page.

Display & Video 360 users must comply with this Google Ads policy. Visit the Display & Video 360 help center for additional restrictions.

Google Ads values diversity and respect for others and strives to avoid offending users, so ads or destinations that display shocking content or promote hatred, intolerance, discrimination, or violence aren’t allowed.

Below are some examples of content that Google Ads considers inappropriate and may not be included your ads, assets, and destinations. Learn about what happens if you violate our policies.

In this article

Dangerous or derogatory content

The following is not allowed:

Content that incites hatred against, promotes discrimination of, or disparages an individual or group on the basis of their race or ethnic origin, religion, disability, age, nationality, veteran status, sexual orientation, gender, gender identity, or any other characteristic that is associated with systemic discrimination or marginalization

Content that harasses, intimidates, or bullies an individual or group of individuals

Content that threatens or advocates for physical or mental harm on oneself or others

Content that seeks to exploit others

Learn more about the Dangerous or derogatory content policy.

Sexually explicit content

The following is not allowed:

Text, image, audio, or video of graphic sexual acts intended to arouse

Content promoting underage, non-consensual, or other illegal sexual themes, whether simulated or real

Content promoting the creation or distribution of synthetic content that has been altered or generated to be sexually explicit or contain nudity as described above.

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.

Learn more about the Sexually explicit content policy.

Child sexual abuse imagery

The following is not allowed:

Content promoting the sexual exploitation of minors

Examples (non-exhaustive): Child sexual abuse imagery or other 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.

Adult themes in family content

The following is not allowed:

Content that is made to appear appropriate for a family audience but contains adult themes, including sex, violence, vulgarity, or other depictions of children or popular children’s characters, that are unsuitable for a general audience

Learn more about the Adult themes in family content policy.

Shocking content

The following is not allowed:

Promotions containing violent language, gruesome or disgusting imagery, or graphic images or accounts of physical trauma.

Promotions containing gratuitous portrayals of bodily fluids or waste.

Promotions containing obscene or profane language.

Promotions that are likely to shock or scare

Learn more about the Shocking content policy.

Sensitive events

A "Sensitive event" is an unforeseen event or development that creates significant risk to Google's ability to provide high quality, relevant information and ground truth, and reduce insensitive or exploitative content in prominent and monetized features. During a Sensitive Event, Google Ads may take a variety of actions to address these risks.

Examples of Sensitive Events include events with significant social, cultural, or political impact, such as civil emergencies, natural disasters, public health emergencies, terrorism and related activities, conflict, or mass acts of violence.

Learn more about the Sensitive events policy.

Animal cruelty

The following is not allowed:

Content that promotes cruelty or gratuitous violence towards animals

Content that may be interpreted as trading in, or selling products derived from, threatened or extinct species

Learn more about the Animal cruelty policy.

Hacked political materials

The following is not allowed:

Ads that directly facilitate or advertise access to hacked material related to political entities within scope of Google's Election Ads policies. This applies to all protected material that was obtained through the unauthorized intrusion or access of a computer, computer network, or personal electronic device, even if distributed by a third party.

Learn more about the Hacked political materials policy.

Need help?

If you have questions about our policies, contact Google Ads Support.

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