ReferenceGoogle Ads disapproval
Unapproved substances
Google does not allow ads for unapproved pharmaceuticals and supplements, whatever their legal status. CBD ads need certification and can target only California, Colorado and Puerto Rico. Target only places where the product is allowed and you are certified, or point the ad at a compliant landing page, then edit and save.
At a glance
- Where it shows
- The Status column on the Ads & assets page, as Disapproved under this policy.
- What stops
- The ad stops serving.
- How serious
- Low on its own. Google warns at least 7 days before any account suspension, and repeated violations can lead to one.
What it means
The policy applies regardless of any claims of legality. It covers unapproved pharmaceuticals and supplements from a list Google maintains, products with ephedra, hCG products promoted for weight loss or with anabolic steroids, and supplements with active pharmaceutical or dangerous ingredients.
CBD and DHEA each have their own route, described below. Everything else in the list is restricted by the policy itself.
What actually triggers it
A supplement marketed as a treatment
Unapproved products marketed as safe or effective for preventing, curing or treating a disease are restricted.
A product claiming drug-level effects
Products that claim effectiveness equal to prescription drugs or controlled substances are restricted.
A product name that resembles a restricted substance
Products with names confusingly similar to unapproved or controlled substances are in scope, not only products on the list.
DHEA outside the US
DHEA products are restricted, except in campaigns that target the United States.
CBD in a place outside the three allowed
CBD ads can target only California, Colorado and Puerto Rico. YouTube Masthead is not eligible for CBD ads.
Fix it in this order
- For CBD, get the certification the product needs first. Pharmaceutical CBD advertisers apply for CBD Ads Certification. Non-pharmaceutical topical CBD advertisers in permitted locations first need LegitScript certification, then CBD Ads Certification. Target only California, Colorado and Puerto Rico.
- For any other product, target only locations that allow it, and only where you are certified.
- Or point the ad at a landing page that does not promote the restricted product.
- Open Campaigns, then Ads. Hover over the ad or asset, select Edit, make the change and select Save. Check the Ads & assets page once the automatic re-review has run.
When to appeal
Appeal from the account if you believe the decision is an error.
If you cannot or will not fix the violation, remove the ad to help prevent future suspensions.
Often confused with
That page covers prescription drug names in ads and keywords. This page covers supplements, unapproved products and CBD.
Speculative and experimental medical treatment
That page covers treatments such as stem cell and PRP therapies, which are services and procedures. This page covers products sold as supplements or unapproved remedies.