Apply to advertise certain products & services using Google Ads (original) (raw)
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.
In addition to completing advertiser verification, certain industries require you to apply to advertise content related to that industry. Requirements vary by location, so check the location-specific restrictions for every location where you plan to advertise.
If your ad is disapproved because you still need to apply to advertise for a specific industry, you can find that information in the status of your ad:
- Go to Ads within the Campaigns
menu.
- Review the "Status" column for the current status of your ad. For ads marked as "Not eligible", hover the status for more information.
- If the policy details show "Certificate required", apply to advertise per the policy instructions below.
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The following industries require you to apply to advertise:
| Gambling and games Gambling-related ads are allowed if they comply with the Gambling and games policies and the advertiser applies and is allowed to advertise for certain products. Gambling ads must target approved countries, have a landing page that displays information about responsible gambling, and never target minors. Check local regulations for the areas you want to target. Learn more about the Gambling and games policy. Applications to advertise are available for the following Gambling and games products: Online gambling and online gambling-promoting content Certain online non-casino games Social casino games If you’re already certified under this policy and want to have that certification applied to additional managed accounts under the same Manager Account (MCC), you can apply for Manager Account Certification. Eligibility for Manager Account Certification may vary based on advertiser and certification type. Apply to advertise Gambling and games. |
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| Other restricted businesses We restrict certain kinds of businesses from advertising with us to prevent users from being exploited, even if individual businesses appear to comply with our other policies. Based on our own continuous reviews, and feedback from users, regulators, and consumer protection authorities, we’ve identified products or services that are prone to abuse. Learn more about the Other restricted businesses policies. Select each policy name below to learn more about the requirements for ad serving. If eligible, certifications you can apply to advertise are available for the following restricted businesses: Event ticket sale: Businesses that sell event tickets are allowed to advertise through Google Ads, after obtaining confirmation of eligibility from Google. Apply to advertise Event ticket sales. Government documents and services: To determine whether you’re impacted by this policy, review our comprehensive list of all government documents and services categories in scope of the policy. Apply to advertise Government documents and services. Free desktop software: Authoritative distribution sites can advertise free desktop software as long as all ads contain the name of the software. Apply to advertise Free desktop software. High Fat Sugar Salt Food and Beverage Ads: In the EU and UK,advertisers are required to self-declare that they are using an account to run HFSS F&B campaigns. To self-declare, use the form here. Additionally, the following Local services are eligible for advertising if advertisers complete Advanced verification: Locksmith services (United States, Canada) Garage door services (United States) |
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| Political content and election advertising To run election ads for the location of the election, you must be verified under that region’s Election Ads verification process. For example, you must complete the Australia Election Ads verification process to run Australia Election Ads in Australia. To run election ads that target outside of the location of the election, you must be verified under either the Election Ads verification or Advertiser verification process for the region in which the advertiser is located. For example, a UK-based advertiser must complete a UK verification process to run New Zealand Election Ads in any region outside New Zealand. Learn more about the Political content policy. Apply to get verified for election advertising. |
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| Restricted ad formats and features Click tracker requirements Advertisers are only allowed to use click trackers that are certified by Google. Ads from advertisers using non-certified click trackers in the Tracking Template feature may be disapproved. Learn more about the Restricted ad formats and features policy. Learn more about the list of certified Google click trackers. Click tracker certification If you're a click tracker service provider who meets the requirements highlighted in the guidelines for the certification program, you can apply for certification. After being certified, advertisers will be allowed to run ads using the certified click tracker. Google accepts provider applications for click tracker certification annually from September 1 until November 30. Apply to get your click tracker certified. |
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| Alcohol We abide by local alcohol laws and industry standards, so Google Ads doesn't allow certain kinds of alcohol-related advertising, both for alcohol and drinks that resemble alcohol. Some types of alcohol-related ads are allowed if they meet our policies, don’t target minors, and target only countries that are explicitly allowed to show alcohol ads. Learn more about the Alcohol policy. In Poland, advertising is limited exclusively to beer. If you promote beer information in Poland, you’re required to be certified by Google. Apply to advertise Alcohol in Poland. |
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How to apply for a certification in your Google Ads account
Google is gradually introducing the option for you to apply for the following certifications directly from your Google Ads account:
- Cryptocurrency exchanges and software wallets
- Cryptocurrency hardware wallets
- Cryptocurrency coin trusts
- Complex speculative financial products
This feature will be released incrementally and not all advertisers and certification applications will be affected immediately. Affected advertisers will have the option to either continue to apply for certifications through the Google Ads Help Center or their Google Ads account.
Your existing certifications and pending applications will not be affected by this incremental launch.
To apply to advertise directly in your Google Ads account:
- Select Policy within the Admin
menu.
- Select Account.
- Select Apply for certification.
If you don't see the option to "Apply for certification", your account hasn't been impacted by this change yet. You can still apply to advertise certain products & services through the Google Ads Help Center until this feature is available in your account.
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