Brand Study Survey Content Guidelines

About Google third-party policies

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.

Third-party research vendors certified by Google to deliver surveys or send survey invitations to users must comply with the following survey content policies.

Privacy policy

A link to the research vendor's privacy policies must be clearly visible and accessible either before or at the time the first survey question is shown. It's recommended that this privacy policy link remains visible throughout the entire survey. This includes surveys that are conducted within the ad banner and/or those opened in a separate browser window from the survey invitation.

Collection of Personally Identifiable Information (PII)

Personally Identifiable Information (PII) may only be collected and used to deliver the relevant incentives, and such data must be promptly discarded after the relevant incentives have been delivered.

Advertisers may be restricted from collecting certain types of data and are prohibited from collecting these sensitive categories if they are also collecting PII.

These restricted sensitive categories include, but are not limited to:

Finance status or account information
Racial or ethnic background
Health or medical history
Sexual behavior or orientation
Information about children under the age of 18
Political opinions or beliefs
Trade union membership
Religious or philosophical beliefs

Age gating

Surveys must be restricted to users over 18 years. While it's not required to collect the age of the user, the following policies apply if age information is explicitly requested:

If age is requested in the survey, it must be the first question presented, with no other questions or fields on the same page.
If the user is under 18 years of age, the survey must conclude immediately.
Collection of age is not allowed on publications targeted towards children, youth, gaming, etc.

Google Branded surveys

Unless a study is funded by Google or YouTube, or you have received explicit written approval, survey invitations and content must not indicate any association with Google or YouTube. This includes the use of:

Google or YouTube names
Logos
Branding or any language that suggests affiliation

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