ReferenceGoogle Ads disapproval
Recreational drugs
Google disapproves ads for substances used to alter mental state for recreation, products marketed for drug use, drug instructions, and pill presses and encapsulating machines. Topical, hemp-derived CBD at 0.3% THC or less is allowed, but the advertiser must apply first and can target only California, Colorado and Puerto Rico. Remove the ad, or complete the application before editing it.
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 recreational drugs and the products, services and equipment built around them. Google's examples include cocaine, crystal meth, heroin, marijuana, mephedrone and legal highs, plus pipes, bongs and cannabis coffee shops. Instructions for producing, buying or using drugs are prohibited, and so are pill presses and their parts.
Cannabis and CBD are where owners get stuck. The allowance covers topical, hemp-derived CBD products at 0.3% THC or less, such as creams, sprays, lotions and candles. FDA-approved pharmaceutical CBD advertisers must apply to advertise, and the page says they may target only California, Colorado and Puerto Rico.
What actually triggers it
A pipe or bong sold as a smoking accessory
Pipes and bongs are named as products marketed for recreational drug use. The page names pipes under tobacco as well, so the reason on the status tells you which rule the ad was read against.
Pill presses and encapsulating machines
Pill presses, encapsulating machines and their parts, including dies, molds, stamps and punches, are prohibited. The equipment is covered whatever the drug it might be used with.
CBD outside the allowance
The exception covers topical, hemp-derived products at 0.3% THC or less. A CBD ad outside that allowance is not covered by the exception. The page does not list a separate rule for it, so the reason on the status is the next place to look.
Instructions for buying or using drugs
Content about producing, buying or using recreational drugs is covered. Google's example is a forum for exchanging drug-use tips.
Fix it in this order
- Open Ads & assets from the Campaigns menu, and list each ad or asset that shows this policy.
- If the product is CBD, check it against the allowance: topical, hemp-derived, 0.3% THC or less, and the three places it may target. If any condition fails, the exception does not apply.
- For CBD that qualifies, complete the application first. Retailers in the permitted states need LegitScript certification, and every advertiser completes Google's CBD Ads Certification form. FDA-approved pharmaceutical CBD advertisers must apply to advertise.
- For every other product, hover over the ad, select Edit, remove the drug, pipe or equipment wording, and select Save. Remove the ad if it cannot be made compliant.
A save goes back for review, which typically takes 24 to 48 hours. Check the Status column again after the review, not only after the save.
When to appeal
Appeal when the product is an allowed CBD product and you already hold the application or certification the page requires. Google says to appeal from the account if you believe there was an error.
An appeal does not replace the application. If the certification is missing, apply first, then appeal if the ad is still disapproved.
Often confused with
Pipes and rolling papers appear under the tobacco policy as well. A pipe shop can see either message for the same product, so read the reason before changing the ad.