Ad Manager users must comply with this Google Ads policy. Visit the Ad Manager help center for additional restrictions.
It’s important that our advertising experience on Google products is useful, informative, and above all, safe for all our users. That’s why we work to ensure that the advertising content shown on Google’s products protects teens, too.
Google’s Ad-serving Protections for Teens policy implements additional safeguards. On Google Accounts of people above the digital age of consent but under 18, we:
-
Disable ads personalization
- Restrict sensitive ad categories
In addition to prohibiting ads from serving based on our existing policies , Google may limit ads in the following categories from serving to teens. The list represents categories filtered on Ad Manager as of August 2022. We will expand to additional products over time.
Previous protections established in response to child-directed regulations, such as the Children’s Online Privacy Protection Act (COPPA), the Age Appropriate Design Code (AADC), and the Australia Online Safety Act (AU OSA), will continue to apply where relevant.
Restricted categories and prohibited content
The following ad categories are restricted globally on Google Accounts, even if these ad categories are generally permissible on Google.
Adult media
- Alcohol
- Tobacco
- Recreational drugs
- Products such as alcohol, tobacco, and recreational drugs that are regulated or illegal to advertise to children. This also includes Prohibited Content and Restricted Content .
- Products that are strongly related to alcohol, tobacco, or recreational drugs are prohibited.
- Examples (non-exhaustive): Offers for vineyard tours, e-cigarettes, or drug paraphernalia
Ads for body-modification products or services such as cosmetic procedures, weight loss, tanning, piercings, and tattoos
Ads for products or services that are dangerous and inappropriate for users under 18 or that generally require adult supervision.
- Examples (non-exhaustive): spray paint, glass-etching substances or graffiti products, fireworks, weapons or weapon accessories, or offers related to hunting
- Ads for online or real-world gambling, lotteries, or betting
- Entertainment hosted at casinos and lodging at casino hotels
- Games strongly associated with casinos and betting, even if there isn't real money at stake, or guides on how to succeed at such games
Google may update the types of ad content and formats restricted under its Ad-serving Protections for Teens policy as deemed appropriate or necessary.
What does this mean as a publisher?
We expect all our advertisers to follow local legal requirements when using our products, including any regulations on advertising to users under age 18, as well as all Google Ads policies.
For publishers with users based in the EEA, UK, Switzerland, or Australia, our previous safeguards continue to apply with respect to relevant local regulations.
