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Display & Video 360 users must comply with this Google Ads policy. Visit the Display & Video 360 help center for additional restrictions.
In this article
It’s important that the advertising experience on Google products is useful, informative, and above all, safe for all users. That’s why we work to ensure that the advertising content shown on Google’s products protects teens.
Google’s Ad-serving Protections for Teens policy introduces additional safeguards for users under 18. On these Google Accounts , we:
- Don't allow ads personalization
- Restrict sensitive ad categories
In addition to enforcing existing Ads policies , Google may restrict ads in the following categories from serving to teens. These restrictions apply to YouTube, Google Display, and Search ad campaigns and may expand to more products over time.
Protections established in response to child-directed regulations, such as the Children’s Online Privacy Protection Act (COPPA), the United Kingdom Age Appropriate Design Code (AADC), and the Australia Online Safety Act (AU OSA), continue to apply where they're 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 for advertisers?
Google expects all 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.
While you may notice an impact on ad campaign reach or performance, there's no action required on your part. If necessary, work with your legal advisors to determine how to comply with child-related regulations.
