ReferenceGoogle Ads disapproval
Dangerous products or services
Google disapproves ads for products it treats as dangerous, including explosives and fireworks, guns and gun parts, certain knives and weapons, recreational drugs, tobacco, and items under a consumer advisory or recall. Find the category the product sits in, then read its own page for the exception that applies. Edit the ad to remove the product, or remove the ad.
At a glance
- Where it shows
- The Status column on the Ads & assets page, as Disapproved under this policy.
- What stops
- The flagged ad or asset stops serving. Other ads in the same ad group keep running.
- How serious
- Warning first. Google says it issues a warning at least 7 days before any account suspension.
- How long
- Google says re-review typically takes 24 to 48 hours after an edit.
What it means
This policy covers products that can harm people or property. Google sorts them into named categories: explosives, guns and gun parts, other weapons, recreational drugs, tobacco, sodium nitrite above 10%, and products under a consumer advisory or recall for a proven, unresolved risk of death or serious bodily harm.
Guns, other weapons, recreational drugs and tobacco each have a page of their own in this library, because each carries its own exception or its own list of parts. Explosives, sodium nitrite and consumer advisories have their own short pages on Google's site but not in this library, so this page covers them.
Explosives sit here as one category, not a separate page. Google's explosives rule has no exception and no allowance, so the fix is the same as for the rest of the policy: remove the product or the instructions from the ad and its landing page.
What actually triggers it
Explosives and fireworks
Products designed to explode and that could cause damage to nearby people or property are not allowed. Google's examples are nail bombs, chemical bombs, exploding fireworks, firecrackers and grenades. Instructions for assembling, enhancing or acquiring explosives are covered too, including bomb-making guides, software and equipment for 3D printing grenade parts. The fireworks example names fireworks that explode, and Google calls the list non-exhaustive.
Industrial chemicals with sodium nitrite
Products with a sodium nitrite concentration above 10% are not allowed. Google's examples go beyond the chemical itself: industrial-grade sodium nitrite, chemical lab reagents, heat transfer salts, pesticides and lubricants. A supplier of any of these should check the stated concentration before the ad is written.
A product under a consumer advisory or recall
Products with an imminent, proven and unresolved risk of death or serious bodily harm that are subject to a consumer advisory or recall are not allowed. Google's examples are crib bumpers and inclined sleepers linked to infant deaths. The page does not say how a closed recall is treated, so ask Google Ads Support before assuming the ad is clear.
A product in a named category with its own page
Guns, gun parts, other weapons, recreational drugs and tobacco each carry their own rules and exceptions. The category on this page is the starting point, and the matching page says which exception applies.
Fix it in this order
- Open Ads & assets from the Campaigns menu, and list every ad or asset whose status shows this policy.
- Match each product to a named category on this page. If the product falls under a category with its own page, read that page before editing the ad.
- Hover over the ad or asset, select Edit, remove the product or the wording that promotes it, and select Save.
- Remove the ad if the product cannot be made compliant. The page says removal helps prevent future suspension for repeated violations.
Each save goes back for review, which Google says typically takes 24 to 48 hours. The result shows in the same Status column.
When to appeal
Appeal when the product is not in a named category, and say which category you believe does not apply. Google says to appeal from the account if you believe there was an error.
Do not appeal an ad that still promotes a named product. The page says the ad should be removed in that case.
Often confused with
The weapons category sits under this umbrella. Knives, tasers and pepper spray are covered on the other weapons page, which explains the purpose test that decides a knife ad.
Recreational drugs is one category of this policy, with its own page and its own CBD allowance. A disapproval that names recreational drugs points to that allowance and its application, which this umbrella page does not cover.