Gmail ad-specific prohibited content

Given the unique nature of Gmail ads and how users interact with these ads, we’ve developed an additional layer of policy requirements specific to Gmail ads. Please ensure your Gmail ads don’t include promotion of any of the following prohibited content.

• Adult-oriented content
• Adult dating
• Alcohol and alcohol branded content
• Religion
• Sexual orientation
• Racial or ethnic information
• Get rich quick
• Politics
• Cosmetic procedures
• Medical services, including sale of medical devices
• Gambling
• Legal services relating to lawsuits
• Body-type and personality-type targeting (Examples: anti-aging, fine-lines, anti-wrinkle, plus-sized, curvy, etc.)
• Use of Google and Google services (directly or indirectly): Including but not limited to references to Google products, use of Google trademarks, screenshots, Google content, quotes from Google external communications, etc.
• Health conditions and concerns: Products and services offering medicinal value for health conditions, or targeting users with health-related issues, including sexual health issues
• Weight loss: Products and services promoting weight loss, including weight loss drugs, pills, and surgical or non-surgical procedures or treatments
• Relationship support: Products and services for seeking or supporting relationships, including counseling, self-help (Example: "improve your marriage")
• Adoption: Products and services relating to child adoption, including those targeting parents who have adopted or are in the process of adopting. Blocked services and products may include legal services, books, support groups, agencies, services to find birth parents, etc. (Example: "adopt a child today")
• General legal services, family and criminal law: Products and services relating to child support, divorce, child custody, previous or current criminal activity, criminal records, lawsuits, post-incarceration, and other legal counseling (Example: "lowest cost divorce rates")
• Scare tactics: Content that attempts to scare or shock readers into opening the ad or clicking through to the landing page. (Example: "Buy this now to save your life")
• Substance abuse: Products and services such as rehabilitation centers, self-help media, and counseling intended for those with drug or alcohol substance abuse issues, as well as their friends and family (Example: "Want to stop drinking but can't?")
• Funerals and bereavement: Products and services relating to death and the management of the deceased, including coffin sales, funeral homes, cremation, plot management, graveyards, counseling, etc. (Example: "family funeral planning")
• Suicide prevention: Products and services for those who may be contemplating suicide or have attempted to commit suicide, as well as their friends and family
• Computer monitoring and spy software: Products and services that offer local and remote methods to spy on a computer via cloud, software, or hardware means (Example: "How to spy on a computer")
• Business security investigation: Solutions for the investigation of compromised security of both a software and physical nature (Example: "We can help find stolen data")
• Public records: Sources of public record data or retrieval of public records pertaining to a person or property, including age, location, political donation, criminal record, etc. (Example: "Free Public Record Search")
• Financial hardship/debt relief: Content relating to bad credit, debt, bankruptcy, foreclosure, auditing, payday loans, etc. (Example: "Debt Consolidation Loans")
• Spiritual abilities and guidance: Products and services relating to mysticism, psychic ability, magic, etc.
• Other restrictive categories determined at Google’s sole discretion

Serving restrictions

All advertisements and their associated assets must be first-party served by Google. Third-party ad serving and third-party impression tracking are not permitted.

User-specific statistics collection restrictions

Collection of user-specific statistics is not permitted. This includes pixel placement and any connection to a user’s web browser cookie while they are in Gmail, prior to a click which will take the user out of Gmail. Post-click user statistics collection is permitted in accordance with your website’s privacy policy.

Targeting restrictions

All restrictions that apply to creative content also apply to targeting.

Gmail ad-specific prohibited content