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This page describes what the document states, permits, or reserves. It does not constitute a legal determination about enforceability. Regulatory applicability may vary by jurisdiction. Methodology
“If your ads target the European Union and the United Kingdom, you may need to comply with the requirements of the Audiovisual Media Services Directive (AVMSD) as it applies to the location you're targeting.”
“audiovisual commercial communications shall be readily recognisable as such; surreptitious audiovisual commercial communication shall be prohibited”
“audiovisual commercial communications shall not cause physical, mental or moral detriment to minors”
“(iii) encourage behaviour prejudicial to health or safety”
“they shall not directly exhort minors to buy or hire a product or service by exploiting their inexperience or credulity”
“You're required to comply with the local laws and regulations of any area your ads target, in addition to Google Ads policies.”
This policy sets the rules for what Google Ads advertisers can and cannot advertise, and how they must behave. Advertisers must follow not only Google's own rules but also the local laws of every place their ads reach, and must comply with sanctions regulations including OFAC rules. Breaking these rules can result in suspension of the advertiser's account, and potentially related or new accounts as well.
This policy establishes content and conduct obligations for advertisers using Google Ads, covering restrictions on audiovisual commercial communications, geographic targeting, sanctions compliance, and enforcement consequences. It imposes affirmative disclosure requirements on audiovisual ads, categorical prohibitions on specific product categories and content types, and a dual compliance obligation requiring advertisers to follow both Google Ads policies and the local laws of every targeted geography. Sanctions and export regulations, including those administered by OFAC, are incorporated as independent advertiser obligations, and advertisers must agree not to cause Google to violate those regulations. Enforcement mechanisms include account suspension, which may extend to related accounts and newly created accounts.
As an individual user, this document shapes what advertising content you will and will not encounter on Google Ads. Audiovisual ads must be clearly identifiable as ads — hidden or disguised commercial messaging is prohibited. Ads that could cause physical, mental, or moral harm to minors, undermine human dignity, or encourage behaviour prejudicial to health or safety are banned. Ads that directly pressure minors into purchases by exploiting their inexperience or credulity are also prohibited. All audiovisual advertising for cigarettes, tobacco products, electronic cigarettes, and refill containers is banned outright.
Which mapped governance frameworks each document engages, tied to the specific provisions that engage them.
We withheld clauses we had published from this document. Each withholding is recorded in our correction log:
“audiovisual commercial communications shall be readily recognisable as such; surreptitious audiovisual commercial communication shall be prohibited”
“audiovisual commercial communications shall not cause physical, mental or moral detriment to minors”
“(iii) encourage behaviour prejudicial to health or safety”
“they shall not directly exhort minors to buy or hire a product or service by exploiting their inexperience or credulity”
“audiovisual commercial communications shall not: (i) prejudice respect for human dignity”
“You're required to comply with the local laws and regulations of any area your ads target, in addition to Google Ads policies.”
“You're required to comply with applicable sanctions and export regulations, including sanctions administered by the Office of Foreign Assets Control (OFAC), and agree to not cause Google to violate these regulations.”
“If your ads target the European Union and the United Kingdom, you may need to comply with the requirements of the Audiovisual Media Services Directive (AVMSD) as it applies to the location you're targeting.”
“In some limited circumstances, violations of local law may be considered egregious and result in account suspension.”
“Any related accounts may also be permanently suspended and your new accounts may be automatically suspended at setup.”
“all forms of audiovisual commercial communications for cigarettes and other tobacco products, as well as for electronic cigarettes and refill containers shall be prohibited”
Every distinct legal provision identified in this document. Featured provisions appear above with analysis.
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