Google Ads Will Update Dangerous Products Policy

Google announced that it will be updating its Dangerous products policy to prohibit the promotion of dangerous products on Google Ads. Companies have until July 3 to ensure they comply with these new guidelines.

The policy will be updated to include “ads for products which carry an imminent, proven and unresolved risk of death or grievous bodily harm, that have been the subject of a consumer advisory or product recalls.”

The policy today only covers “some products or services that cause damage, harm, or injury.” Included on the list provided by Google are explosives, firearms, certain recreational drugs, and tobacco. The changes announced will effectively expand this list, however, Google has not provided concrete examples of the products in question.

Companies using Google Ads to promote their products must comply with applicable laws and regulations, as well as Google Ad policies. Beyond dangerous goods, Google also has policies related to copyright protections, counterfeit goods, data collection, and gambling and gaming, to name a few.

Those companies who do not comply with these policies may have their ad content rejected, which means until the content is updated and in accordance with Google Ads policies, the ad will not run.

Companies can also have their accounts suspended in the case of serious or repeated breaches to policy. In the case of the Dangerous products policy, companies that don’t follow the updated policy will first receive a warning and will have at least seven days to comply before their account is suspended.

It is therefore recommended that companies review their ads before July to ensure their content complies with the new policy. In doing so, they don’t risk a break in their online presence or a negative impact on their brand reputation.

Google enforces its policies using a combination of human and machine learning algorithms to evaluate ads. While technology can help identify areas of concern, human experts will evaluate more complex or nuanced cases.