ReferenceGoogle Ads disapproval
Consumer advisories
Google can limit ads for a product when a consumer advisory or regulator action puts it at risk. The limit may apply in more places than the advisory names. Check the status first. Edit the ad only when its own wording is the problem, and appeal if you believe it complies. When the ad already complies, the limit sits on the category, and an edit will not lift it.
At a glance
- Where it shows
- The Status column on the Ads & assets page, as Disapproved or limited under this policy.
- What stops
- Ads for the affected product or service serve less, or stop, in places the advisory may not name.
- How serious
- Low on its own. Google warns at least 7 days before any account suspension, but repeated violations can lead to one.
What it means
Google watches for products and services that put consumers at risk. It reviews feedback from users, regulators and consumer protection authorities to find them. When an advisory is active for a product, serving for that product can change, and the change may apply globally, even when the advisory covers one location. Ads can still show to people who search for the product itself, but not to other users.
The limit sits on the category, not only on the ad. An ad can comply with every other policy and still serve less. The page's example is penny auction ads, which show only when the query includes the relevant phrase, and on the Display Network only on auction-related sites.
What actually triggers it
A regulator or consumer protection action on the category
The trigger sits outside the ad. The page says an advisory can change serving for the product, and that the change may apply beyond the location the advisory covered.
A serving limit to certain queries or sites
The page's example limits ads to searches that include a particular phrase, and on the Display Network to sites about auctions. A product can serve for fewer searches and sites than the campaign targets, with no disapproved ad to point to.
Fix it in this order
- Open Campaigns, then Ads, and read the status of each affected ad or asset. Hover over the status for the explanation.
- If the ad's own wording is the problem, hover over the ad or asset, select Edit, change it and select Save. The ad is reviewed again, which typically takes 24 to 48 hours.
- If the ad already complies, the limit is on the category. An edit will not lift it. Plan for limited serving on that product, and keep the rest of the account running.
If you believe the decision is wrong, appeal from the account. If the ad cannot be made to comply, remove it, which helps prevent a suspension for repeated violations.
When to appeal
Appeal when the ad complies and you believe the policy was applied in error. Start from the ad's status in the account.
Do not keep editing an ad that already complies in the hope of lifting a category limit. The page places the limit on the product, so an edit to the ad does not reach it.