ReferenceGoogle Ads disapproval
Other weapons
Google disapproves ads for knives and other products designed or promoted to injure an opponent in sport, self-defense or combat. Tasers, pepper spray, brass knuckles and throwing stars are named, along with instructions for making them. The ad's wording counts as well as the product. Edit the ad to remove the combat framing, 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.
What it means
The policy turns on purpose. Google covers knives designed or promoted to injure an opponent, knife designs that give a confrontational advantage, other products designed to injure an opponent, and instructional content about making, enhancing or acquiring them. The page says "promoted", so the ad's own wording is read along with the product.
That reading matters for ordinary stock. A utility knife can be fine as a product and still be disapproved if the ad sells it on a fighting or self-defense angle. The fix is in the copy, and the product page may need the same change.
What actually triggers it
A knife promoted for self-defense or combat
Google's examples include switchblades, fighting knives, sword-canes, balisongs, military knives, push daggers and throwing axes. The product name does not decide it. The purpose the ad gives the knife does.
A disguised or assisted-opening knife design
Knife designs that give a confrontational advantage are named separately, such as a disguised appearance or an assisted-opening mechanism. The page's examples are designs, not measurements.
Personal safety devices
Tasers, pepper spray, brass knuckles and throwing stars are named as products designed to injure an opponent in sport, self-defense or combat. An ad for a personal safety product that uses attack language falls under this line.
Guides, software and equipment for making them
Instructional content about assembling, enhancing or acquiring these products is covered too. Google names guides, software and 3D printing equipment for push daggers, brass knuckles and throwing stars.
Fix it in this order
- Open Ads & assets from the Campaigns menu, and list each ad or asset that shows this policy.
- Read the ad text, headlines and sitelinks next to the product for combat, fighting or attack wording.
- Hover over the ad or asset, select Edit, remove the combat framing or the named product, and select Save.
- Remove the ad if the product cannot be made compliant, since the page says removal helps prevent future suspension for repeated violations.
Google re-reviews the edited ad, and the result shows in the same Status column. The page says typical review takes 24 to 48 hours.
When to appeal
Appeal when the product is not one of the named products, and say which one you believe does not apply. Google says to appeal from the account if you believe there was an error.
Do not appeal wording that still promotes a named product to injure someone. The page's answer for that case is to remove the ad.
Often confused with
Guns, gun parts, and related products
Firearms, ammunition and gun parts fall under the guns policy, which has its own safety-item exception. A knife or a stun product falls here. A shop that sells both can see two different messages for two different items.
Dangerous products or services
The umbrella policy that lists other weapons as one of its categories. The reason on the status tells you which page to read.