ReferenceGoogle Ads disapproval
Sensitive events
Google disapproves ads that exploit, dismiss or condone a sensitive event, such as a natural disaster, a public health emergency, terrorism, conflict or mass violence. Price gouging on vital supplies during an event is covered, and so is using event keywords to draw extra traffic. Remove the event keywords and wording, then save the ad for review, 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 ads and destinations that exploit, dismiss or condone a sensitive event. The page names civil emergencies, natural disasters, public health emergencies, terrorism, conflict and mass violence. It also names two business behaviors: inflating prices on vital supplies during an event, and selling products or services that may be insufficient for the demand an event creates.
The policy also covers claims that victims are responsible for their own tragedy or do not deserve remedy or support, and claims about victims from certain countries during a global health crisis. Ads related to the war in Ukraine that exploit or condone it are paused, along with ads from and for Russian state-funded media and Russia-based advertisers.
What actually triggers it
Event keywords used to draw traffic
Using event-related keywords to attract extra traffic is named as a prohibited practice. The keyword list is checked as well as the ad text, so a keyword for a recent event can disapprove an otherwise plain ad.
Price increases on vital supplies
Inflating prices on vital supplies during an event is named as price gouging. An ad that raises the price of a supply people need during an emergency is in scope.
Selling into an event's demand spike
Selling products or services that may be insufficient for the demand an event creates is named on the page. The policy does not give a threshold, so the ad's own wording and pricing are what a reviewer reads.
Blame for victims
Claims that victims are responsible for their own tragedy, or do not deserve remedy or support, are named under this policy.
Fix it in this order
- Open Ads & assets from the Campaigns menu, and list each ad or asset that shows this policy.
- Read each ad, its landing page and its keyword list for any reference to the event, including the keywords that do not appear in the ad text.
- Remove the event keywords and any event-led wording. If a price change is tied to the event, take it out of the ad.
- Hover over the ad or asset, select Edit, and select Save. Remove the ad if it cannot be made compliant.
The edited ad goes back for review, which typically takes 24 to 48 hours. Check the Status column after the review.
When to appeal
Appeal when the ad does not refer to the event, and say which wording or keyword you believe was read wrongly. Google says to appeal from the account if you believe there was an error.
Often confused with
Dangerous or derogatory content
The harassment and threats policy also names tragedies, for example claiming a tragic event did not happen. This policy is about exploiting the event for business. The status reason tells you which one applies.