Google hopes that all publishers participating in AdSense have a long and successful partnership with Google. For that to happen, it’s important that you familiarise yourself with the AdSense programme policies. The more you know about Google Adsense Policy, the more likely it is that all sites and pages where you display Google ads will fully comply with these policies.

Google Adsense Policy

All publishers are required to adhere to the following policies – so please read them carefully. If you fail to comply with these policies without permission from Google, it reserves the right to disable ad serving to your website and/or disable your AdSense account at any time. If your account is disabled, then you will not be eligible for further participation in the AdSense programme. To get you started, here are the Google Adsense Policies you need to know now:

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Clicks on Google ads must result from genuine user interest. Any method that artificially generates clicks or impressions on your Google ads is strictly prohibited. These prohibited methods include, but are not limited to, repeated manual clicks or impressions, automated click and impression-generating tools and the use of robots or deceptive software. Please note that clicking your own ads for any reason is prohibited.

Except for rewarded inventory, publishers may not ask others to click or view their ads or use deceptive implementation methods to obtain clicks or views. This includes, but is not limited to, offering compensation to users for viewing ads or performing searches, promising to raise money for third parties for such behaviour or placing images next to individual ads. To ensure a good experience for users and advertisers, publishers participating in the AdSense programme may not:

  • Compensate users for viewing ads or performing searches, or promise compensation to a third party for such behaviour.
  • Encourage users to click the Google ads using phrases such as ‘click the ads’, ‘support us’, ‘visit these links’ or other similar language.
  • Direct user attention to the ads using arrows or other graphical gimmicks.
  • Place misleading images alongside individual ads.
  • Place ads in a floating box script.
  • Format ads so that they become indistinguishable from other content on that page.
  • Format site content so that it is difficult to distinguish it from ads.
  • Place misleading labels above Google ad units. For instance, ads may be labelled ‘Sponsored links’ or ‘Advertisements’, but not ‘Favourite sites’ or ‘Today’s top offers’.

Publishers may not place AdSense code on pages with content that violates any of Google content policies. Some examples include content that is adult, shocking or advocates racial intolerance. Please see Google prohibited content article for more information. Pages with Google ads may not include:

  • Adult themes in family content
  • Pornography, adult or mature content
  • Shocking content
  • Content that threatens or advocates harm to oneself or others
  • Content that harasses, intimidates or bullies an individual or group of individuals
  • 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 another characteristic that is associated with systemic discrimination or marginalisation
  • Excessive profanity
  • Hacking/cracking content
  • Software or other content that violates the Unwanted Software Policy
  • Malware or adware
  • Illicit drugs and drug paraphernalia content
  • Content that promotes, sells or advertises products obtained from endangered or threatened species
  • Online sale of alcoholic beverages
  • Sales of tobacco or tobacco-related products
  • Sales of prescription drugs
  • Sales of weapons or ammunition (e.g. firearms, firearm components, fighting knives, stun guns)
  • Instructions on the enhancement or self-assembly of weapons (e.g. 3D printing of weapons, conversion kits, 80% finished parts)
  • Sales or distribution of coursework or student essays
  • Content regarding programmes which compensate users for clicking ads or offers, performing searches, surfing websites or reading emails
  • Any other content that is illegal, promotes illegal activity or infringes on the legal rights of others
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Note: Publishers are also not permitted to place AdSense code on pages with content primarily in an unsupported language:

  • Arabic
  • Bengali
  • Bulgarian
  • Catalan
  • Chinese (Simplified)
  • Chinese (Traditional)
  • Croatian
  • Czech
  • Danish
  • Dutch
  • English
  • Estonian *
  • Filipino
  • Finnish
  • French
  • German
  • Greek
  • Hebrew
  • Hindi
  • Hungarian
  • Indonesian
  • Italian
  • Japanese
  • Korean
  • Latvian
  • Lithuanian
  • Malay
  • Norwegian
  • Polish
  • Portuguese
  • Romanian
  • Russian
  • Serbian
  • Slovak
  • Slovenian *
  • Spanish
  • Spanish (Latin American)
  • Swedish
  • Tamil
  • Telugu
  • Thai
  • Turkish
  • Ukrainian
  • Urdu
  • Vietnamese

Note: * At present, AdSense only supports ad serving in this language. The AdSense product interface and Help Centre are not currently available in this language.

Publishers may not place Google ads on sites that contain abusive experiences. See the abusive experiences below:

  • Abusive experiences are designed to be misleading. An experience is abusive if it meets any of the conditions listed below. Examples are not meant to be complete or comprehensive. Google reviews ads and content, regardless of whether or not they’re served from your domain. For example, content loaded into an iframe or video player on your site is considered part of your site.
  • Ads or other elements that resemble chat apps, warnings, system dialogues or other notifications that lead to an ad or landing page when clicked.
  • Transparent backgrounds, non-visible page elements or other typically non-clickable areas that lead to an ad or landing page when clicked.
  • Page features such as scroll bars, play buttons, ‘next’ arrows, close buttons or navigation links that lead to an ad or landing page when clicked.
  • Prevents the normal function of the ‘Back’ button by keeping the user from returning to the previous destination. For example, the site adds a page to the browser history.
  • Ads or content elements that attempt to steal personal information or trick users into sharing personal information.
  • Ads or content elements that auto-redirect the page without user action.
  • Ads or content elements that resemble a moving or clicking mouse pointer that attempt to trick a user into interacting with it.
  • Ads or content elements that promote, host or link to malware or unwanted software that may be installed on your users’ machines.

If AdSense publishers choose to use ads.txt on their domains, those publishers must ensure that they are included as authorised sellers of that inventory.

AdSense publishers are not allowed to display Google ads on pages with content protected by copyright law unless they have the necessary legal rights to display that content. This includes pages that display copyrighted material, pages hosting copyrighted files and pages that provide links driving traffic to pages that contain copyrighted material.

It is Google policy to respond to notices of alleged infringement that comply with the Digital Millennium Copyright Act (DMCA). For AdSense publishers, if Google receives a notice or otherwise have reason to believe that your page is infringing, Google may terminate your participation in the programme. You can file a counter notification via this form. If you believe that a page which is participating in the AdSense programme is displaying your copyrighted material without the rights to do so, please report it using this form or by clicking the AdChoices icon AdChoices icon.

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AdSense publishers may not display Google ads on web pages that offer for sale or promote the sale of counterfeit goods. Counterfeit goods contain 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.

Google ads must not be placed on pages receiving traffic from certain sources. For example, publishers may not participate in paid-to-click programmes, send unwanted emails or display ads as the result of the action of any software application. Also, publishers using online advertising must ensure that their pages comply with Google’s Landing Page Quality Guidelines. To ensure a positive experience for Internet users and Google advertisers, sites displaying Google ads may not:

  • Use third-party services that generate clicks or impressions, such as paid-to-click, paid-to-surf, autosurf and click-exchange programmes.
  • Be promoted through unsolicited mass emails or unwanted advertisements on third-party websites.
  • Display Google ads, search boxes or search results as a result of the actions of software applications such as toolbars.
  • Be loaded by any software that can trigger pop-ups, redirect users to unwanted websites, modify browser settings or otherwise interfere with site navigation. It is your responsibility to ensure that no ad network or affiliate uses such methods to direct traffic to pages that contain your AdSense code.
  • Receive traffic from online advertising unless the site complies with the spirit of Google’s Landing Page Quality Guidelines. For instance, users should be able to easily find what your ad promises.

Publishers are permitted to make modifications to the AdSense ad code, as long as those modifications do not artificially inflate ad performance or harm advertisers.

Publishers are encouraged to experiment with a variety of placements and ad formats. However, AdSense code may not be placed in inappropriate places such as pop-ups, emails or software. Publishers must also adhere to the policies for each product used. Please see Google ad placement policies article for more information. Google ads, search boxes or search results may not be:

  • Integrated into a software application (does not apply to AdMob) of any kind, including toolbars.
  • Displayed in pop-ups or pop-unders, including where a page containing Google ads, search boxes or search results is loaded in a pop-up or pop-under.
  • Placed inside emails or on pages where email messages are the primary focus.
  • Placed on pages where dynamically generated content (such as live chat, instant messaging or auto-refreshing of comments) is the primary focus of the page.
  • Obscured by elements on a page.
  • Underneath or adjacent to buttons or any other object such that the placement of the ad interferes with a user’s typical interaction with the app or ad.
  • Placed on any non-content-based page. (Does not apply to AdSense for Search or mobile AdSense for Search.)
  • Placed on pages published specifically for the purpose of showing ads.
  • Placed on pages whose content or URL could confuse users into thinking that they are associated with – Google due to the misuse of logos, trademarks or other brand features.
  • Placed on, within or alongside other Google products or services in a manner that violates the policies of that product or service.
  • Placed on pages that frame content. Framing content is when a site or app displays someone else’s site within a frame or window without permission from the owners of that content.

Sites showing Google ads should be easy for users to navigate. Sites may not change user preferences, redirect users to unwanted websites, initiate downloads, include malware or contain pop-ups or pop-unders that interfere with site navigation.

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To help you to provide a quality user experience, Google has developed technical specifications for sites displaying Google ads. Google only allow sites that comply with these technical specifications. Please refer to the information below for detailed technical requirements:

  • Use supported languages
    • Google publisher products do not support all languages. Applications for participation in these programmes can be for sites with content primarily in the following languages.
  • Format requirements
    • WebView
      • AdSense for Content (AFC) and Ad Exchange (AdX) display ads are not supported by all WebView technologies. App developers wishing to monetise by publishing AFC and AdX display ads through a WebView must use one of the following supported viewing frames:
      • Google AdMob and AdX in-app ads may be shown in an app next to a WebView as long as the Google Mobile Ads SDK is in use and the publisher is compliant with all other AdSense programme policies.

AdSense publishers must have and abide by a privacy policy that discloses that third parties may be placing and reading cookies on your users’ browsers, or using web beacons to collect information as a result of ad serving on your website.

Identifying users and user consent
You must not pass any information to Google:

  • that Google could use or recognise as personally identifiable information; or
  • that permanently identifies a particular device (such as a mobile phone’s unique device identifier if such an identifier cannot be reset).

You must not use Google AdSense to facilitate the merging of personally identifiable information with information previously collected as non-personally identifiable information without robust notice of, and the user’s prior affirmative (i.e. opt-in) consent to, that merger.

Privacy Policy
You must disclose clearly any data collection, sharing and usage that takes place on any site, app or other property as a consequence of your use of any Google advertising service.

If you implement any Google advertising service on a site or section of a site that is covered by the Children’s Online Privacy Protection Act (COPPA), (a) you must notify Google of those sites or sections of sites covered by COPPA using the tools found here: https://search.google.com/search-console/coppa, or the method for apps described here: https://firebase.google.com/docs/admob/android/targeting, and (b) you must not use interest-based advertising (including remarketing) to target: (i) past or current activity by users known by you to be under the age of 13 years or (ii) past or current activity on sites directed at users under the age of 13 years.

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