The 12 types of content prohibited by Google Ads and the good practices for its promotion – WAU

Google, the well-known search engine, has a very strict prohibited content policy. Although his list is extensive, there are those who manage to work well and achieve good results. Stay with us and see which brands are succeeding on the internet, even working with products or services prohibited by Google Ads.

No matter where your company is, if it is not present in the online environment, it will simply lose business opportunities.

When we consider presence on the web, we automatically think of Google. This tech giant offers endless options for reaching potential customers, including the Google Ads feature.

Ads on Google Ads allow companies of different sizes and sectors to promote their products or services on the search engine. But beware: in order for the ad to run, it is essential that the matter addressed does not belong to the list of topics prohibited by the company.

Do you have any idea what content is prohibited in Ads? In this post you will find updated information on the subject and, thus, avoid surprises.

What does Google prohibit on the internet?

The idea that the internet is a lawless land ends as soon as Google’s restrictive policy is known.

If, on the one hand, marketers breathe relieved knowing that they can advertise their brand on the internet, on the other, they are constantly looking for ways to optimize the experience with Google Ads. This search is even more expressive when it involves, in some way, companies that work with prohibited content in the Ads.

Is it possible to create ads without Google blocking or qualifying clicks and impressions as invalid? Its rules are very strict, but there are special situations in each case of prohibited content.

In general, Google doesn’t allow the inclusion of ads on pages or sites that it considers controversial, controversial or dangerous. This is because it aims to protect people from uncomfortable situations or that generate any type of discomfort. It even seeks to suppress pages that encourage discrimination (people or groups), violence, harassment, bullying.

Another important factor is that the largest search engine in the world wants its users to have an incredible experience when clicking on an ad, requires the landing page to have some features, including: be useful, functional, intuitive (easy to use) and accessible content.

Now that you know the fundamental reasons why Google inhibits the inclusion of ads on certain pages or sites, learn in detail the policies for prohibited content.

What are the prohibited content policies in Ads?

The ads have several restrictive policies. Below, we explain what are the 12 main types of prohibited content.

1. Adult content

The way adult content is interpreted varies by country and culture. However, all publishers must respect the content requirements. This promotes and guarantees a more reliable, safe and healthy advertising environment.

A very common question is: how do I know if I should place the ad code in the content? Well, that task is quite simple. If you would not like to see a five-year-old child find the content, or would be ashamed if his co-workers found the page, then you shouldn’t target it as an advertisement.

2. Adult themes aired on familiar content

Ads with adult themes (vulgar subjects, violence and sex) cannot be placed on pages or sites that seem ideal for all types of audiences.

3. Drugs and their recreational use

Google ads may also not be included in pages that sell or encourage the use of recreational drugs. This includes the spread of substances that alter mental status and / or have a hallucinogenic character, such as methamphetamines, cocaine, marijuana, legal synthetic drugs, among others.

It is also not allowed to run ads on pages that sell or disseminate commercialized products that facilitate the use of these substances, or that instruct the reader on the production, acquisition and use.

4. Alcoholic beverages and tobacco

Pages that advertise beers, spirits, liquors, as well as sites that promote tobacco and related products cannot advertise on Google.

5. Betting games

Pages that promote gambling with cash or any other recreational activity that involves gaining economic value cannot include advertisements on the search engine.

6. Medical care

When it comes to drugs and their consumption, Google is extremely careful.

The inclusion of advertisements on pages that advertise the online sale of prescription drugs, prohibited supplements and pharmaceutical products is prohibited.

7. Hacker, cracker and piracy content

The content of this type of page provides users with instructions, tips and even materials to access and counterfeit software, websites and pages.

Thus, ads are expressly prohibited on pages that encourage hacker and / or cracker activities of any kind.

8. Pages offering compensation programs

Placing Google ads on pages that promise compensation or payments can cause a lot of headaches because, when identified, the practice is penalized, qualifying clicks and impressions as invalid.

Ads may not be placed on pages that are intended to direct traffic, provide or disseminate materials that inform about the implementation of these services.

9. Fake content

Google is in an eternal war against fake contenttherefore, ads cannot be served on pages that issue false statements, that mislead the public or omit important information about their content and goals on the internet.

10. Unpleasant themes

The inclusion of Google ads on pages with content that promotes hatred, violence or intimidation against people based on their race, religion, ethnicity, sex, age and veteran status is prohibited.

11. Violent content and weapons

It is not allowed to include ads on pages showing accidents, images with blood and other sensitive content.

About weapons: pages that sell are intermediaries in the purchase or promote the sale of weapons and accessories cannot insert Google ads.

This policy also inhibits the inclusion of advertisements on pages that sell fireworks.

12. Encouraging fraudulent behavior and illegal themes

Google values ​​fairness and honesty. For this reason, it is totally against the conduct or encouragement of fraudulent conduct, such as the creation and sale of false documents.

It also does not allow advertisements on websites that sell and distribute academic works, information for approval in anti-doping studies, among other situations that promote crimes.

Although the list of prohibited content is somewhat extensive, it is possible to work on some points. But be careful! Google makes continuous reviews to prevent the exploitation of its users.

If he finds that something is wrong, he can limit the display of your ads or, in the worst case, block your account. Therefore, it is essential to promote prohibited products correctly and carefully to avoid situations like those mentioned above.

What to do and what not to do to promote prohibited products?

When it comes to promoting products considered prohibited on social networks and online media, little care is required.

Attention! We are not talking about criminal situations, but about regular products or services that are prohibited from being broadcast on digital channels.

To promote regular but prohibited products or services, it is essential to follow some tips. See which are the following!

Respect the rules

Do not test the content. You may publish it by mistake, but it will be deleted soon after. If you don’t respect the rules and publish, the network is likely to end up sanctioning your brand.

Use appropriate terms

Have you identified that the product or service you are trying to sell is considered prohibited, but you want to take a risk and advertise it? At least try not to use prohibited terms.

In the case of cryptocurrency-related ads, avoid using words like “loans”. Use more secure options, like blockchain.

Copy secure links

If you consider it important to promote a publication and link it to your content, be careful not to take the user to a prohibited location.

By directing the public to a questionable page, Google can identify and penalize the brand.

Make live streams

Live streams on Facebook have been the solution to promote indirectly prohibited products or services.

You can use live streams to introduce your work team, talk about related topics, answer questions, and more.

Respect and trust first

It is important to consider that the brand’s reputation is at stake. Therefore, keep corporate social responsibility in place, publish legitimate and reliable content.

Hire digital influencers

Through the recommendations of digital influencers, it is possible to reach an excellent audience without having to publish risky content.

In addition to the tips mentioned, you can promote this type of product or service considering the visual element, organizing events, conducting surveys and becoming aware of the legislation of the products you sell.

3 successful brands that target your ads correctly

According to what we have said so far, we believe that it is entirely possible to target advertisements for prohibited products or services. And here you have the dose of courage that was missing! See three examples of successful brands.

1. Budweiser

This brand has more than 15 million fans on Facebook. Although it is not possible to distribute the product directly, it was successful adding its conditions in the publications.

They do this by sharing interesting images in communicating with their audience and celebrating special occasions.

example of budweiser facebook post

2. E-Cigs

It is not possible to advertise on pages that sell or promote the purchase of electronic cigarettes, but it seems that E-Cigs continues to have a strong presence on social networks.

The brand is able to stay active through publications of relevant materials or articles, hashtags, sharing success stories with its followers, etc.

3. Tinder

Tinder uses influencer marketing to get closer to its audience, responds to followers, and uses audiovisual material to stay active and notable on social media.

Although he cannot advertise his service and thus promote it among his followers, he has achieved a fantastic result maintaining this position.

example of Tinder Brasil's instagram post

It is visible that the success of a brand depends on its ability to promote its products effectively.

Want to know more details about the art of posting ads? Download our free ebook and get to know Facebook Ads!