ReferenceGoogle Ads disapproval
Misleading representation
Google Ads disapproves ads and destinations that misstate your identity, affiliation or qualifications, or that give callers an inaccurate business name. Remove any claim about a license, certification or endorsement you cannot show, and correct the name used on calls. Edit the ad and save for review.
At a glance
- Where it shows
- The Status column on the Ads & assets page, as Disapproved.
- What stops
- That ad or asset stops serving until the edit is reviewed.
- How serious
- Violations do not cause immediate suspension. Google gives a warning at least 7 days before any suspension.
What it means
The policy covers two things: statements about who you are, what you are licensed for and who you are affiliated with, and the business name you give callers. An ad that leaves out information a searcher needs, or misstates it, can be flagged even when the business itself is real.
Google's page lists examples rather than a test. Check every statement about licensing, affiliation and qualifications against what you can show, and treat a claim on the landing page the same as a claim in the ad.
What actually triggers it
A license or certification you do not hold
An unlicensed provider presenting itself as licensed. Google gives this as its own example.
An affiliation you do not have
Implying affiliation with, or endorsement by, another brand, organization or private person without their consent.
A service you do not provide
An affiliate advertising a professional service, such as legal advice, without saying that it does not provide that service itself.
A business name that differs on calls
The business name a caller hears is different from the name in the ad. Google names misrepresenting the business name in calls as its own case.
Fix it in this order
- Open Campaigns, then Ads, and read every headline and description for claims about licensing, certification, affiliation or what the business provides.
- Remove each claim you cannot show, or replace it with a statement the landing page supports.
- Hover over the ad, select Edit, make the change and select Save.
- Check the name your staff give on calls, and make it match the business name in the ad.
When to appeal
Appeal when the statement is accurate and you can show it on the landing page. Appeal from the account for the ad.
A claim you cannot back up is an edit, not an appeal. Google's page does not describe a separate appeal for this policy.
Often confused with
Business name requirements is about the name field on an ad: generic, promotional or mismatched. Misleading representation is about what the ad or site says about the business, such as a claimed license. A correct name can still sit under a false claim, so check both.