The policy prohibits non-standard or gimmicky repetition of names, words, or phrases in ads, and also prohibits asset text that duplicates words or phrases within the same asset or across other assets in the same ad group, campaign, or account.
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 extends the repetition prohibition beyond individual ad creatives to encompass asset-level text duplication across ad groups, campaigns, and accounts, creating a cross-campaign content review obligation for advertisers managing large or multi-campaign account structures.
Interpretive note: The policy does not define the threshold at which repetition becomes 'non-standard' or 'gimmicky,' and does not specify how Google's systems detect cross-asset duplication at the account level.
Under this clause, advertisers must ensure that asset text does not repeat words or phrases not only within a single ad but also across other assets in the same ad group, campaign, or account. Large-scale advertisers managing multiple campaigns under a single account must review asset libraries for cross-asset text duplication.
Cross-platform context
See how other platforms handle Repetition and Asset Text Standards and similar clauses.
Compare across platforms →"Non-standard, gimmicky, or unnecessary repetition of names, words, or phrases. Asset text that repeats words or phrases within the same asset or another asset in the same ad group, campaign, or account.Excerpt from Google Ads's Editorial and Technical Requirements
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This provision extends the repetition prohibition beyond individual ad creatives to encompass asset-level text duplication across ad groups, campaigns, and accounts, creating a cross-campaign content review obligation for advertisers managing large or multi-campaign account structures.
Under this clause, advertisers must ensure that asset text does not repeat words or phrases not only within a single ad but also across other assets in the same ad group, campaign, or account. Large-scale advertisers managing multiple campaigns under a single account must review asset libraries for cross-asset text duplication.
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