Editorial

Google provides translated versions of our Help Center, though they are not meant to change the content of our policies. The English version is the official language we use to enforce our 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.

In order to provide a quality user experience, Google requires that all ads, assets, and destinations meet high professional and editorial standards. We only allow ads that are clear, professional in appearance, and that lead users to content that is relevant, useful, and easy to interact with.

Below are some examples of what to avoid in your ads.

Learn how to fix a disapproved ad or asset.

Style and spelling

The following is not allowed:

red x markAds or assets that do not use commonly accepted spelling or grammar

Examples: "Flowers here buy" or "Buy flwres here" instead of "Buy flowers here"

Note: Some trademarked terms, brand names, or product names use nonstandard grammar, spelling, punctuation, or capitalization. If you want to use such names in your ads, you must first request a review and show that the nonstandard terms appear consistently throughout your website or app.

red x mark Ads or assets that are incomprehensible or don’t make sense

Examples: Gibberish or overly generic ad text; overly generic or vague promotions; ad text that is cut off or incomplete

red x mark Ads or assets that exceed character limits for double-width character languages

Note: Character limits for text vary depending on whether the text appears in a single-width or double-width language. Double-width languages, such as Chinese, Japanese, and Korean, use double-width characters that take twice as much space as single-width characters. Therefore, character limits in these languages are half that of other languages.

red x mark Ads or assets that are inconsistent with the clear and informational presentation style of the Google Search results

Examples: Ads that use bullet points or numbered lists; ads containing a generic call to action (such as "click here") that could apply to any ad

Learn how to fix a disapproved ad or asset.

Punctuation and symbols

The following is not allowed:

red x mark Punctuation or symbols that are not used correctly or for their intended purpose

Examples: Exclamation marks in the ad headline; repeated punctuation or symbols; symbols, numbers, and letters that don't adhere to their true meaning or purpose, such as using "@ home" to mean "at home"; non-standard use of superscripts; non-standard symbols or characters, such as asterisks; bullet points and ellipses; excessive or gimmicky use of numbers, symbols, or punctuation, such as f1owers, fl@wers, Flowers!!!, f*l*o*w*e*r*s, F.L.O.W.E.R.S, use of an exclamation mark or question mark two or more times in ad text

Note: Some types of non-standard punctuation and symbols are allowed in certain circumstances. Trademarks, brand names, or product names that use non-standard punctuation or symbols consistently in the ad’s destination can be approved for use in ads. Symbols used in commonly acceptable ways are also allowed, such as using an asterisk for star ratings (5* hotel) or to indicate that legally required conditions apply. To use any of these kinds of punctuation or symbols, you must request a review.

red x mark Invalid or unsupported characters

Examples: Emoji, single-byte katakana

Learn how to fix a disapproved ad or asset.

Capitalization

The following is not allowed:

red x mark Capitalization that is not used correctly or for its intended purpose

Examples: Excessive or gimmicky use of capitalization, such as the following: FLOWERS, FlOwErS, F.L.O.W.E.R.S

Note: In some circumstances, non-standard capitalization is allowed. For coupon codes, common abbreviations (such as "ASAP"), trademarks, brand names, and product names, you can request a review to see if non-standard capitalization can be eligible.

Learn how to fix a disapproved ad or asset.

Repetition

The following is not allowed:

red x mark Non-standard, gimmicky, or unnecessary repetition of names, words, or phrases

Note: This policy includes assets repeating text that already appears in ad text

Examples: Repeating the advertiser name, repeating the product name

red x markAsset text that repeats words or phrases within the same asset or another asset in the same ad group, campaign, or account

Learn how to fix a disapproved ad or asset.

Unacceptable spacing

The following is not allowed:

red x mark Omitting a space or adding extra spaces

Examples: "Sale,buy flowers"; "buyflowershere"

red x mark Excessive or gimmicky use of spacing

Examples: f l o w e r s, buyflowershere

Note: Some trademarked terms, brand names, or product names use non-standard spacing. If you want to use such names in your ads, you must first request a review and show that the non-standard terms appear consistently throughout your website or app.

Learn how to fix a disapproved ad or asset.

Phone number in ad text

The following is not allowed:

red x mark Entering a phone number in ad text

Example: Adding "Call 1-800-123-4567" to the ad’s description

Note: If you want to encourage customers to call you, consider using call assets or call-only ads instead of putting the number in your ad text. If your company name is an actual phone number (such as "1-800-EXAMPLE"), request a review to see if you can use it in ad text.

Learn how to fix a disapproved ad or asset.

Misuse of ad features

The following is not allowed:

red x mark Ads or assets that do not use the features of the ad unit for their intended purpose

Examples: Ads that don't contain promotional content; text ads missing a line of text; using the URL field as an additional line of text; animated ads that include a game or contest that people play in order to win prizes or other compensation; ads that encourage people to win a game or contest or claim prizes by clicking the ad; using a screenshot of a text ad to simulate an authentic text ad; making ValueTrack tags visible in ad text; uploaded custom HTML5 ads that have modified clickability

Note: Audio and video are acceptable, but the default setting must be "off" or paused.

Note: HTML5 ads can’t use "Tap Area" (in Google Web Designer) or Javascript Exitapi.exit() to modify clickability. Learn more about modified clickability.

Learn how to fix a disapproved ad or asset.

Unidentified business

The following is not allowed:

red x mark Ads or destinations that do not name the product, service, or entity they are promoting

Examples: Not including a product or company name or display URL in the ad; animated ads that do not clearly display identifying information such as a product or company name, logo, or display URL on the final static frame (after the animation has ceased); app ads that do not show the app name and download source in the creative or on the landing page

Learn how to fix a disapproved ad or asset.

Business name requirements

This policy is applicable to the ads formats that require a business name field.

The following is not allowed:

red x mark Providing a business name that is anything other than the domain, the recognized name of the advertiser, or the promoted downloadable app

Examples (non-exhaustive): Using generic or location-based business names such as Mountain View Plumber, New York Taxi.

red x mark Using promotional language in the business name field

Example (non-exhaustive): "Buy Acme Shoes" or "Sale at Acme Home Services"

Given the wide variety of business names, there are special considerations for the following:

Domain-based business names: You can use your domain name as your business name, using appropriate spacing between words. For example, www.acmesolutions.com could be identified as "Acme Solutions" in the ad.

Resellers and authorized dealers: If you are an authorized reseller or dealer for a product or service, use appropriate qualifying language. For example, a car dealer of Acme vehicles in San Antonio could use the business name "Acme of San Antonio."

Image quality

The following is not allowed:

red x mark Images that are sideways, upside down, or that don’t take up the entire space of the chosen image size

red x mark Images that are blurry, unclear, unrecognizable, or contain illegible text

red x mark Strobing, flashing, or otherwise distracting images

Note: Mousing effects, such as graphics that react to mouse movement, are allowed as long as the movement is initiated by the user and stops after 5 seconds.

red x mark Ads that expand beyond the frame or otherwise encroach on the website or app

Learn how to fix a disapproved ad or asset.
If you can’t edit the image to meet these requirements, upload a different image that complies with the policy.

Video quality

The following is not allowed:

red x mark Videos with illegible text, poor sound quality, or blurry, unclear, or unrecognizable visuals

Learn how to fix a disapproved ad or asset.
If you can’t edit the image to meet these requirements, upload a different image that complies with the policy.

Need help?

If you have questions about our policies, let us know: Contact Google Ads Support

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