The policy prohibits ads for products that bear a trademark or logo identical or substantially indistinguishable from another brand's trademark and are presented as genuine products of that brand. This prohibition applies regardless of how the seller describes the product.
This analysis describes what Google Ads's agreement states, permits, or reserves. It does not constitute a legal determination about enforceability. Regulatory applicability and practical outcomes may vary by jurisdiction, enforcement context, and individual circumstances. Read our methodology
This provision establishes an outright prohibition that applies at the ad and account level; advertisers found promoting counterfeit goods are subject to ad disapproval and account suspension without a cure period described in the document.
The agreement prohibits platform access for advertisers promoting counterfeit goods, which means ads for such products will not serve on Google's networks. This provision is enforced through ad disapproval and account-level action.
How other platforms handle this
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Pinterest prohibits ads for the following: counterfeit goods, tobacco and tobacco-related products, recreational drugs and drug paraphernalia, weapons including firearms and ammunition, ads that promote hate speech or discrimination, ads containing false or misleading claims, and ads for products or...
Some products and services can be advertised on the Microsoft Advertising Network, but only under certain conditions. These include products and services that are legal in some but not all locations, those that require additional approval or certification, and those that are subject to specific targ...
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"Counterfeit goods: Fake or 'replica' products that are sold bearing a trademark or logo that is identical to or substantially indistinguishable from the trademark of another. They mimic the brand features of the product in an attempt to pass themselves off as a genuine product of the brand owner.— Excerpt from Google Ads's Google Ads Advertising Policies Overview
1) REGULATORY LANDSCAPE: This provision interacts with the Lanham Act in the United States governing trademark infringement and counterfeiting, and with the EU Trademark Regulation and equivalent national trademark laws in other jurisdictions. The FTC has enforcement authority over deceptive commercial practices, including deceptive advertising of counterfeit goods. US Customs and Border Protection and the Department of Justice may also have parallel jurisdiction for counterfeit goods trafficking. 2) GOVERNANCE EXPOSURE: Medium. The prohibition is clearly stated, but enforcement depends on Google's detection mechanisms. Advertisers in categories where replica or gray-market goods exist, such as luxury goods, apparel, and electronics, face heightened review risk even for legitimate products if product descriptions or imagery create ambiguity about authenticity. 3) JURISDICTION FLAGS: Trademark law varies by jurisdiction, and what constitutes a counterfeit may differ between the US, EU, and other markets. Advertisers operating cross-border should assess whether product descriptions comply with trademark standards in each target market, as Google's policy applies a single global standard that may be stricter than local law in some jurisdictions. 4) CONTRACT AND VENDOR IMPLICATIONS: Advertisers using third-party sellers or affiliate networks should assess whether vendor products meet authenticity standards, as the policy assigns compliance responsibility to the account holder regardless of who supplies the product. Procurement and partner agreements should include representations about product authenticity. 5) COMPLIANCE CONSIDERATIONS: Legal teams should audit product inventory and supplier documentation to confirm authenticity before running ads; accounts promoting products later found to be counterfeit may face permanent suspension. Brand authorization documentation should be maintained and available for submission in the event of a policy review.
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This provision establishes an outright prohibition that applies at the ad and account level; advertisers found promoting counterfeit goods are subject to ad disapproval and account suspension without a cure period described in the document.
The agreement prohibits platform access for advertisers promoting counterfeit goods, which means ads for such products will not serve on Google's networks. This provision is enforced through ad disapproval and account-level action.
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