The policy prohibits ad content that incites hatred or promotes discrimination against individuals or groups based on enumerated protected characteristics, as well as content that harasses, bullies, threatens harm, or seeks to exploit others. This prohibition applies to ads, assets, and destinations.
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 a broad content eligibility standard covering hate speech, harassment, exploitation, and advocacy of harm across a wide range of protected characteristics, including the open-ended category of any other characteristic associated with systemic discrimination or marginalization.
Interpretive note: The open-ended category of any other characteristic associated with systemic discrimination or marginalization creates interpretive uncertainty regarding the full scope of prohibited content.
The agreement prohibits advertisers from running ads containing content targeting individuals or groups based on protected characteristics, including through ad destinations. The open-ended characteristic clause extends the prohibition beyond explicitly listed categories, which may create interpretive uncertainty regarding borderline content.
Cross-platform context
See how other platforms handle Dangerous or Derogatory Content Prohibition and similar clauses.
Compare across platforms →"Content that incites hatred against, promotes discrimination of, or disparages an individual or group on the basis of their race or ethnic origin, religion, disability, age, nationality, veteran status, sexual orientation, gender, gender identity, or any other characteristic that is associated with systemic discrimination or marginalization. Content that harasses, intimidates, or bullies an individual or group of individuals. Content that threatens or advocates for physical or mental harm on oneself or others. Content that seeks to exploit others.Excerpt from Google Ads's Prohibited Content Policy
1) REGULATORY LANDSCAPE: This provision interacts with civil rights advertising standards enforced by the FTC and, in housing, employment, and credit contexts, with the Department of Housing and Urban Development, Equal Employment Opportunity Commission, and …
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This provision establishes a broad content eligibility standard covering hate speech, harassment, exploitation, and advocacy of harm across a wide range of protected characteristics, including the open-ended category of any other characteristic associated with systemic discrimination or marginalization.
The agreement prohibits advertisers from running ads containing content targeting individuals or groups based on protected characteristics, including through ad destinations. The open-ended characteristic clause extends the prohibition beyond explicitly listed categories, which may create interpretive uncertainty regarding borderline content.
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