Google provides translated versions of the Advertising Policies Help Center, though they're not meant to change the content of the policies. The English version is the official language used to enforce Google Ads policies. To view this article in a different language, use the language dropdown at the bottom of the page.
Display & Video 360 users must comply with this Google Ads policy. Visit the Display & Video 360 help center for additional restrictions.
Google Ads values diversity and respect for others and strives to avoid offending users, so ads and destinations that display shocking content or promote hatred, intolerance, discrimination, or violence aren’t allowed. Learn more about the Inappropriate content policy.
In this article
A "Sensitive Event" is an unforeseen event or development that creates significant risk to Google's ability to provide high quality, relevant information and ground truth, and reduce insensitive or exploitative content in prominent and monetized features. During a Sensitive Event, Google Ads may take a variety of actions to address these risks.
Examples of Sensitive Events include events with significant social, cultural, or political impact, such as civil emergencies, natural disasters, public health emergencies, terrorism and related activities, conflict, or mass acts of violence.
Examples of what Google Ads prohibits (non-exhaustive):
- Products or services that exploit, dismiss, or condone the Sensitive Event, including price gouging or artificially inflating prices that prohibit or restrict access to vital supplies, sale of products or services which may be insufficient for the demand during a sensitive event
- Using keywords related to a sensitive event to attempt to drive additional traffic
- Claims that victims of a sensitive event were responsible for their own tragedy or similar instances of victim blaming
- Claims that victims of a sensitive event are not deserving of remedy or support
- Claims that victims from certain countries were responsible or deserving of a global public health crisis
Due to the war in Ukraine, we will pause ads containing content that exploits, dismisses, or condones the war.
Options to fix
If this policy is affecting your ad, review your options to fix below.
Edit your ads to comply with this policy
- Go to Ads within the Campaigns
menu.
- Hover over the ad or asset and select Edit.
- Edit the ad or asset so that it complies with the policy.
- Select 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 believe there’s been an error and that you haven’t violated Google Ads' policies, appeal the policy decision directly from your Google Ads account to request a review. If the review determines that your ads are compliant, they can run again. 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.
Need help?
If you have questions about our policies, contact Google Ads Support.