Misuse of ad features

Editorial

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.

To ensure that ads on the Google Ad Network uphold high editorial and professional standards, Google Ads only allows ads, assets, and destinations that are clear, easy to interact with, and relevant to users.

Learn more about the Editorial policy.

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 Google Ads account suspensions overview.

On this page

About the policy
Options to fix

An illustration depicting an example of misuse of ad features.

The following is not allowed:

Ads or assets that don't use the features of the ad unit for their intended purpose

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

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

Examples (non-exhaustive):

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

Options to fix

If this policy is affecting your ad, review your options to fix below.

Edit your ads to comply with this policy

Go to Ads within the Campaigns menu .
Hover over the ad or asset and select Edit.
Edit the ad or asset so that it complies with the policy.
Select Save. Your ad or asset will be automatically re-reviewed, which typically takes 24-48 hours. Check the ad’s status in the “Ads & assets” page for updates.

Your ad will be automatically reviewed again. To check the ad or asset status, review the “Status” column. If you hover over each status, you’ll notice a more detailed explanation of what the status means.

Learn more about how to Fix a disapproved ad or appeal a policy decision.

Appeal policy decision

If you believe there’s been an error and that you haven’t violated Google Ads' policies, appeal the policy decision directly from your Google Ads account to request a review. If the review determines that your ads are compliant, they can run again. If you aren't able to fix these violations or choose not to, remove your ad to help prevent your account from becoming suspended in the future for repeated policy violations.

Was this helpful?

How can we improve it?