Decoding Policy Violations on Google Ads
Google Ads is one of the most effective ways to reach your target audience at the right moments in their customer journey, but your ads cannot serve if they do not meet Google Ads’ advertising policy standards. Certain industries in particular, such as healthcare and medicine, face additional regulation for advertising on Google’s network. Too many policy violations can result in the disapproval of ads or extensions, a compliance review, or even account suspension. Today on the blog, we’ll decode how Google Ads’ policy impacts advertisements for alcohol, gambling, financial services, and more.
Alcohol
Google Ads’ policy for alcohol-related advertising is based on the local alcohol laws and industry standards, and countries fall into three categories: allowed, some allowed, and not allowed.
It is also necessary to note the difference between advertising alcohol sales, which is promoting the sale of alcoholic beverages, alcoholic beverages that appear in the ad, and the destination site or app that allows the user to buy alcohol; and advertising alcohol information, which is promoting alcoholic beverages or spreading awareness of alcoholic beverages without selling alcohol online. The United States allows both alcohol sales and alcohol information.
Regardless of location, all ads must avoid targeting underage individuals (based on the country where ads will serve), imply improved status or health benefits, favor excessive or binge drinking, and showing consumption of alcohol while operating machinery or performing tasks under the influence.
Read the Full Alcohol Policy Here
Financial Products & Services
Google Ads’ policy for financial products and services, in addition to compliance with state and local laws, requires disclosures to provide consumers with the information needed to make informed decisions.
Advertisers must provide legitimate contact information for the business’ physical location, clear and visible disclosure of any associated fees, and links to any third-party accreditation or endorsement.
Google Ads has specific guidelines for certain restricted financial products and services, which include personal loans, high APR personal loans, loan modification, credit repair services, and debt services. These restrictions are ultimately to protect consumers from harmful practices and reduce risk of financial loss. Advertisers promoting cryptocurrencies are particularly subject to restriction, and to advertise cryptocurrency exchanges and wallets a certification is required.
Read the Full Financial Policy Here
Gambling & Gaming
Google Ads’ policy for gambling and games advertising is based on the local gambling laws and industry standards, and advertisers looking to advertise in this category should ensure they are targeting approved countries, never target minors (under 18 years old), and direct traffic to a landing page that includes information about responsible gambling.
Gambling content can be categorized as offline gambling or online gambling. Offline gambling promotes real-money gambling at a physical location (such as a brick and mortar casino), while online gambling promotes real-money gambling online or sites that link to online gambling content. Online gambling requires certification to advertise on Google Ads.
Gaming content in this category refers to gaming content that involve money or prizes, or simulated gambling. Online non-casino games are Internet-based games that allow money or valuables to be paid or wagered for the opportunity to win real money or prizes from the game. Social casino games are online simulated gambling games with no opportunity to win real money or prizes, and require certification to advertise on Google Ads.
In the United States, Google Ads allows offline gambling, and online gambling and non-casino games with some limitations. These limitations are based on state licensing laws, and affects advertisements for lotteries, horse racing, sports betting, fantasy sports, and online casinos. Certification is required for advertisers promoting online gambling and/or non-casino games.
Read the Full Gambling and Gaming Policy Here
Healthcare & Medicines
Google Ads’ policy for healthcare and medicine is significantly restrictive, following local laws and industry standards in addition to content-specific regulation. Certain healthcare-related topics cannot be advertised at all, and advertisers are required to apply for certification to advertise permitted healthcare-related content on Google.
Healthcare-related content encompasses a wide range of products and services. Relevant topics include pharmaceutical manufacturers (prescription and over-the-counter medicines, medical suppliers), health insurance, medical treatment, clinical trial recruitment, birth control, and addiction services. Due to the complexity of policy variance, it is recommended for advertisers to review specific regulations for the targeted country.
In the United States, online pharmacies, addiction services, and health insurance are all allowed with limitations, meaning advertisers must submit the appropriate certification in addition to Google certification for healthcare and medical advertising.
Online Pharmacies: LegitScript Healthcare Merchant Certification and Monitoring Program (Internet pharmacy certification or telemedicine certification) or National Association of Boards of Pharmacy (VIPPS or Pharmacy Verified Websites Program)
Addiction Services: LegitScript Certification as an addiction services provider
Health Insurance: Government advertisers are permitted to advertise for health and medical insurance; all non-government advertisers must be certified with G2
Read the Full Healthcare Policy Here
Personalized Advertising
One of the most powerful aspects of Google Ads is the ability to create a personalized targeting strategy to reach the right audience at the right moment. Personalized advertising not only increases relevance to the consumer, but can drive clicks and conversions to increase return on investment. However, personalized data relies on personal user data, so Google Ads enforces a standard policy for sensitive interests to protect user privacy. Advertisers must follow personalized advertising guidelines for the categories below.
Sensitive Interest Categories:
Legal Restrictions
Ads must follow all applicable local laws and regulations, cannot target users based on legally restricted content
Examples (Not Allowed in Personalized Advertising): Children under 13 years old, restricted drug terms, alcohol, gambling
Personal Hardships
Ads must not exploit users’ personal struggles, trauma, or impose negativity
Examples (Not Allowed in Personalized Advertising): Health, negative financial status, relationship hardships, abuse/trauma, imposing negativity
Identity and Belief
Ads must not target users based on a fundamental, intrinsic self-identity, or belief systems
Examples (Not Allowed in Personalized Advertising): Sexual orientation, gender identity, race and ethnicity, political affiliation, political content, religious belief, marginalized groups
Sexual Interests
Ads must not target users based on personal sexual interests, experiences, or preferences
Examples (Not Allowed in Personalized Advertising): birth control, sexual content
Access to Opportunities
Ads must not target specific audiences to prevent some audiences from equal access to the same opportunities
Examples (Not Allowed in Personalized Advertising): Housing, employment, credit