ReferenceGoogle Ads disapproval
Guns, gun parts, and related products
Google disapproves ads for functional firearms and for gun parts or components that are essential to a gun or enhance how it works. Ammunition, scopes, stocks, grips, silencers and bump stocks are named. The one exception is gun parts that make a firearm safer, such as trigger locks and chamber blocks. Edit the ad to remove the part, 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.
- 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
The policy covers functional firearms, and any gun part or component, finished or unfinished, that is essential to a gun or enhances its function. Google names handguns, rifles, shotguns, airsoft guns, paintball guns, BB guns and 3D-printed guns. Instructions for assembling or enhancing a firearm are covered too.
Ammunition and ammunition clips are named as gun parts. An accessory or outdoor-supply ad can touch this line without any firearm in it, so check every product in the ad group, not only the firearm.
What actually triggers it
Accessories sold for a firearm
Scopes and sights, stocks, grips, bipods and tripods, conversion kits, silencers and bump stocks are named as parts that enhance a gun. Each one is caught on its own.
Ammunition and ammunition clips
Ammunition and ammunition clips are listed as gun parts. An ad for either is in scope even when no firearm appears in it.
Airsoft, paintball and BB guns
Devices that appear to discharge a projectile at high velocity are named, including airsoft guns, paintball guns and BB guns. Google may also apply the rule to sporting guns that could cause serious harm if misused, or to guns that look like real ones.
Fix it in this order
- Open Ads & assets from the Campaigns menu, and list each ad or asset that shows this policy.
- Check each product in the ad group against the named parts: ammunition, scopes, stocks, grips, silencers, bump stocks and the rest of the list.
- If the product is a gun safety item, such as a gun lock, trigger lock, safety pin or chamber block, the page allows it. In that case the disapproval is likely about its wording or about another product in the same ad group.
- Hover over the ad, select Edit, make the change, and select Save. Remove the ad if the product cannot be made compliant.
Google reviews the edited ad again, and the result shows in the Status column. The page says typical review takes 24 to 48 hours.
When to appeal
Appeal when the product is a gun safety item the page allows, and name the item in the appeal. Google says to appeal from the account if you believe there was an error.
Do not appeal an ad that still advertises a named part. The page's answer for that case is to remove the ad.
Often confused with
Knives, tasers and pepper spray fall under the other weapons policy, not this one. The fix is the same kind of edit, but the reason on the status names which policy the ad was checked against.