You can advertise most things with Google Ads, but there are a few big NO NO’s when it comes to what you’re allowed to promote on Google. Some sensitive categories can be advertised, but only with certain restrictions. In this post, we’ll list a few of the bans and limitations that exist.
Google ensures that their policies are followed by reviewing content both manually and automatically. Their guidelines are clear: using their search service should always be a positive and safe experience.
Big NO NO’s:
Fake products – bags, sunglasses, etc. from manufacturers using a brand that isn’t their own.
Dangerous products and services – drugs or other products used to consume drugs, weapons, fireworks, instructions on how to make explosives, and tobacco products.
“Enabling dishonest behavior” – this includes, for example, malware or hacking instructions, services that manipulate ad or website traffic, or services that help people cheat on exams and other types of academic dishonesty.
Offensive content – examples include hate speech and bullying against individuals or groups, animal cruelty, extortion, or images from crime or accident scenes.
May be allowed depending on the situation:
In legally or culturally sensitive areas, Google works to ensure ads are not shown at the wrong time or to the wrong audience. Since this can vary locally and laws differ from country to country, the situation is complex. Here are some categories where restrictions apply:
Adult content – ads for, for example, strip clubs and sex toys can in some cases be shown to certain users in certain markets, provided local laws are followed.
Alcohol – some countries are more liberal when it comes to alcohol advertising than others. In certain markets, it is allowed to advertise alcohol and alcohol-related products, as long as the ads target users who are not underage.
Political content – must comply with local laws governing campaigns and elections where the ads are displayed.
Healthcare and medicines – regulations vary greatly depending on the type of healthcare-related content.
Gambling and betting – it is permitted to advertise gambling with Google Ads, provided it is done responsibly. The rules also differ depending on the country and the type of gambling involved. Additionally, landing pages for such ads must include information about responsible gambling, and under no circumstances may these ads be shown to minors.
There are a few more categories beyond those mentioned above that may be allowed with restrictions. Here you can read more about Google’s policies if you’re interested or planning to advertise in a restricted area.
Magnus Bråth
Consultant & Adviser
Magnus is one of the world's most prominent search marketing specialists and primarily works with management and strategy at his agency Brath AB.