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We want users to trust the ads on our platform, so we strive to ensure ads are clear and honest, and provide the information that users need to make informed decisions. We don’t allow ads or destinations that deceive users by excluding relevant product information or providing misleading information about products, services, or businesses.
Learn more about the Misrepresentation policy.
The following is not allowed:
Failure to clearly and conspicuously disclose the payment model or full expense that a user will bear
Examples (non-exhaustive): not exposing price, shipping costs, and other billing related information, interest rates, late payment fines or recurring subscription cost; using premium rate phone numbers in call assets; inflating prices from the quoted amount to exploit users in vulnerable situations or who are under duress
Examples (non-exhaustive): Promoting apps as free when a user must pay to install the app
Options to fix
If this policy is affecting your ad, review your options to fix below.
- Check the ad and its destination to see where they might be missing important information. Here are some examples:
- Payment model and billing information: Make sure that your site or app clearly and conspicuously discloses the full expense that a user will bear, as well as how your billing process works. When making the determination whether something is clear and conspicuous, we may take into account factors like: Whether the pricing information is visible and obvious to users (for example, having no pricing information on the landing page, or hiding the information, is a bad start because users should have access to this information before using the service)
- Whether customers can easily see and understand the costs they’re going to incur, or whether, to the contrary, the page is designed in a way to hide the pricing information or make it difficult for customers to understand the costs they are going to occur (for example, displaying the pricing information in grey characters over a grey background, using very small fonts, or displaying other elements of the page over the important information)
- Whether the fee structure is easily understandable (for example, the formula presented to explain how the cost of the service will be determined should be as simple and straightforward as possible)
- Example: When charging users via the use of a premium rate phone number clearly and conspicuously showing the costs that the user will bear, such as the price per call and/or the price per minute of the call.
- App installs: Make sure you remove any content from the ad creative that leads users to believe that your app is free to download when it's not.
- Payment model and billing information: Make sure that your site or app clearly and conspicuously discloses the full expense that a user will bear, as well as how your billing process works. When making the determination whether something is clear and conspicuous, we may take into account factors like: Whether the pricing information is visible and obvious to users (for example, having no pricing information on the landing page, or hiding the information, is a bad start because users should have access to this information before using the service)
- Fix the ad’s destination. Add any required information. If you can’t fix the ad’s destination, update the ad with a new destination that complies with this policy.
- Edit the ad. Add any required information. If your ad already complies with the policy but you made changes to the ad’s destination, make an edit in the ad and save it. This will resubmit the ad and its destination for review.
Edit your ads to comply with this policy
- In your Google Ads account, click the Campaigns icon
.
- Click the Campaigns drop down in the section menu.
- Click Ads.
- Hover over the ad or asset and click Edit.
- Edit the ad or asset so that it complies with the policy.
- Click Save. Your ad will be automatically reviewed again. Check the ad’s status in the “Ads & assets” page for updates.
Learn more about how to Fix an ad with policy violations.
Appeal policy decision
If you've fixed your destination or believe that we've made an error, appeal the policy decision directly from your Google Ads account to request a review. After we confirm that the destination is compliant, we can approve your ads. If you aren't able to fix these violations or choose not to, remove your ad to help prevent your account from becoming suspended in the future for repeated policy violations.