What content is prohibited in YouTube video ads?

What are Google Ads' general content policies?

Google Ads policies are designed to keep people safe both online and offline. The platform does not allow the promotion of products or services that could cause damage, harm, or injury. This commitment to safety extends to all ad formats, including video ads.

Google Ads also values honesty and fairness in advertising. Therefore, it prohibits the promotion of any products or services specifically designed to enable dishonest behavior. The platform also emphasizes diversity and respect for others, striving to avoid offending users. Ads or destinations that display shocking content or promote hatred, intolerance, discrimination, or violence are not permitted under these policies. Advertisers are required to comply with all applicable laws and regulations, alongside these Google policies.

What are counterfeit goods, and why are they prohibited?

Google Ads and Display & Video 360 strictly prohibit the sale or promotion of counterfeit goods. Counterfeit goods are defined as products that feature a trademark or logo identical or substantially indistinguishable from another brand's trademark. These products mimic the brand features of a genuine item, attempting to pass themselves off as authentic products from the brand owner.

This policy applies to both the content within your ad and the content on your website or app. Products described using terms like "knock off," "replica," "imitation," "clone," "faux," "fake," or "mirror image" when referring to a brand name to suggest they are genuine are not allowed. Google takes violations of this policy very seriously, considering them egregious. If violations are found, Google Ads accounts will be suspended.

What are considered dangerous products or services?

Google Ads prioritizes safety and does not permit the promotion of products or services that could cause damage, harm, or injury. This policy applies to both the ads themselves and their destination pages. Examples of prohibited dangerous products include those designed to explode and potentially harm people or property.

The policy also forbids ads for functional devices that appear to discharge projectiles at high velocity, regardless of whether they are for sport, self-defense, or combat. Any part or component essential to or enhancing the functionality of a gun, whether finished or unfinished, is also prohibited. Knives designed or promoted for use in injuring an opponent in sport, self-defense, or combat are not allowed. Additionally, ads for substances that alter mental state for recreational purposes or induce "highs," as well as tobacco products, are prohibited. Products with a proven and unresolved risk of death or grievous bodily harm that have been subject to a consumer advisory or product recall are also not permitted.

What is inappropriate content in video ads?

Google Ads values diversity and respect, aiming to avoid offending users. Therefore, ads or destinations that display shocking content or promote hatred, intolerance, discrimination, or violence are not allowed. This includes content that incites hatred against, promotes discrimination of, or disparages individuals or groups based on characteristics such as race, ethnic origin, religion, disability, age, nationality, veteran status, sexual orientation, gender, or gender identity.

Non-family safe ads are specifically prohibited in image ads, video ads, and other non-text ad formats. This means content that promotes or facilitates child sexual abuse or exploitation, including child sexual abuse material, is forbidden. Content that condones or glorifies behavior endangering children, or otherwise sexualizes minors (anyone under 18), is also not allowed. This prohibition applies to all content, whether real, fictional, simulated, cartoon, AI-generated, or photoshopped, and includes all formats like audio, text, and visual media. Content made to appear appropriate for a family audience but containing adult themes such as sex, violence, or vulgarity, or unsuitable depictions of children or popular children's characters, is also prohibited.

What content does YouTube specifically prohibit?

Beyond the general Google Ads policies, YouTube has its own specific content guidelines to protect viewers, creators, and especially minors. YouTube does not allow content that intends to scam, mislead, spam, or defraud other users. This includes rules around keeping children safe, sex and nudity, and self-harm.

YouTube also prohibits hate speech, predatory behavior, graphic violence, malicious attacks, and content that promotes harmful or dangerous behavior. Certain types of misleading or deceptive content that pose a serious risk of egregious harm are also not allowed. This covers misinformation that can cause real-world harm, such as promoting harmful remedies or treatments, certain technically manipulated content, or content that interferes with democratic processes. If a YouTube creator's behavior, on or off the platform, harms users, the community, employees, or the ecosystem, YouTube may respond based on factors like the severity of the actions or a pattern of harmful behavior.

Common questions

What happens if my video ad violates Google Ads policies?

Google Ads considers violations of policies, especially those concerning counterfeit goods, very seriously and deems them egregious. If violations are found, your Google Ads accounts will be suspended. Advertisers are expected to comply with all applicable laws and regulations in addition to Google's policies.

Does the counterfeit goods policy apply only to the video ad itself?

No, the counterfeit goods policy applies to both the content of your ad and your website or app. Products described using terms like "knock off," "replica," "imitation," or "fake" when referring to a brand name to pass them off as genuine are not allowed.

Are there specific types of weapons or harmful items prohibited in ads?

Yes, Google Ads prohibits ads for products designed to explode and cause damage, functional devices that discharge projectiles at high velocity, and any parts essential to or enhancing a gun's functionality. Knives promoted for injuring an opponent in combat or self-defense are also not allowed.

What kind of content is considered "non-family safe" for video ads?

Non-family safe content includes material that promotes or facilitates child sexual abuse or exploitation, glorifies behavior endangering children, or sexualizes minors. It also covers content that appears family-friendly but contains adult themes like sex, violence, or vulgarity, or unsuitable depictions of children or popular children's characters. This applies to all content formats, including AI-generated media.

Does YouTube have its own specific content rules in addition to Google Ads policies?

Yes, YouTube has additional policies to protect its users, especially minors. These policies prohibit content that aims to scam, mislead, or defraud, as well as hate speech, graphic violence, and content promoting harmful or dangerous behavior. Misinformation that can cause real-world harm, such as promoting harmful remedies, is also not allowed.