Google has made a number of updates to its ad disapprovals policies throughout the year, mostly focused on providing more context to advertisers about why their ads have been disapproved. In January, Google updated its ad destination policy to require that destination URLs lead to an accessible landing page. In March, the company updated its unavailable video policy to require that video ads be available in all countries where they're running. And in May, Google implemented a 3-strike rule for ad disapprovals, whereby advertisers who have three ads disapproved in a row will have their account suspended.
To round out the year, Google is updating its account suspension policy for Display and Video 360 users in December 2022. The new policy will clarify what violations would constitute an account suspension, such as:
Google has announced that it will be taking stronger action against advertisers who violate its policies. In addition to the previously announced violations that can result in suspension, Google has stated that a partner account can also be suspended if an advertiser within that account has been found to violate policies repeatedly.
According to Google, an egregious violation is defined as "a serious violation that results in a bad user experience." Examples of such violations include promoting unauthorized pharmacies, engaging in coordinated deceptive practices, and publishing sexually explicit content.
Any advertiser who is found to have repeated or predominantly committed egregious violations risks having their account suspended. Google advises all advertisers to familiarize themselves with its policies in order to avoid any potential issues.
Google recently updated its Ad Policies and Account Suspensions page to give advertisers more clarity around policy violations and how to appeal account suspensions.
The new page outlines Google's approach to policy enforcement, which relies on both human interaction and automation to detect violations. Google also provides more guidance on how to troubleshoot these violations.
Advertisers can appeal account suspensions if they believe they have been unfairly penalized. The appeals process is outlined on the new page.
This update comes as part of Google's ongoing effort to improve the transparency and effectiveness of its ad policies.
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