All publishers are required to adhere to the Google Publisher Policies and the following policies. Please read them carefully. If you fail to comply with these policies without permission from Google, we reserve the right to disable ad serving to your site and/or disable your AdSense account at any time. If your account is disabled, you will not be eligible for further participation in the AdSense program.
In accordance with our online Terms and Conditions, it’s your responsibility to keep up to date with, and adhere to, the policies posted here. Exceptions to these policies are permitted only with authorization from Google. Publishers may place AdSense code on pages with content in scope of the Google Publisher Restrictions, though this content will likely receive less advertising than other, nonrestricted content.
Publishers are encouraged to experiment with a variety of placements and ad formats. However, AdSense code may not be placed in inappropriate places such as pop-ups, emails or software. Publishers must also adhere to the policies for each product used. Please see our ad placement policies article for more information. Keep in mind that every publisher is responsible to ensure that their ad implementation adheres to the ad placement policies.
1. Invalid Clicks and Impressions
- Publishers may not click their own ads or use any means to inflate impressions and/or clicks artificially, including manual methods. Clicks must result from genuine user interest.
- Prohibited methods include:
- Automated clicking tools, robots, or other deceptive software.
- Encouraging clicks via payments, rewards, or incentives.
- Clicking ads for investigation purposes without Google’s permission.
- Google reserves the right to filter invalid clicks and may not charge advertisers for them.
2. Encouraging Clicks or Views (Non-Rewarded Inventory)
- For non-rewarded inventory (e.g., standard display ads), publishers may not encourage users to click on ads or view impressions.
- Prohibited practices:
- Requesting clicks or views from others.
- Offering compensation for clicking ads or performing searches.
- Using deceptive implementation methods to obtain clicks, such as:
- Misleading buttons, links, or calls-to-action.
- Directing attention to ads with arrows, graphical highlights, or text like “click here” or “support us.”
- Placing misleading images adjacent to ads.
- Formatting ads to resemble content (e.g., no clear labeling as ads).
- Using floating boxes, interstitials, or other disruptive formats.
- Mislabeling ad sections (e.g., calling them “Favorite Sites” instead of “Advertisements”).
3. Traffic Sources
- AdSense ads may not appear on pages with traffic from certain sources, including:
- Paid-to-click programs, paid-to-surf, autosurf, or click-exchange programs.
- Unsolicited mass emails or unwanted advertisements on third-party websites.
- Software applications (e.g., toolbars) that trigger pop-ups, redirect users, modify browser settings, or interfere with navigation.
- All pages must comply with Google’s Landing Page Quality Guidelines, ensuring users can easily access the content promised in ads.
4. Ad Behavior
- Publishers may modify AdSense ad code, but modifications must not:
- Artificially inflate ad performance (e.g., clicks or impressions).
- Harm advertisers (e.g., by altering ad content or targeting).
- See AdSense code implementation policies for details.
5. Ad Placement
- AdSense code must not be placed on:
- Software applications (except via AdMob for mobile apps).
- Pop-ups, pop-unders, emails, or pages with private communication.
- Non-content-based pages (except AdSense for Search or mobile AdSense for Search).
- Pages published solely to display ads.
- Pages whose content or URL could confuse users into thinking it is associated with Google (e.g., misuse of Google logos, trademarks, or brand features).
- Pages that frame content without permission or violate other Google product policies.
- Full details in AdSense ad placement policies.
6. Site Behavior
- Sites must be navigable and user-friendly; they may not:
- Change user preferences, redirect to unwanted sites, initiate unwanted downloads, or contain malware.
- Use pop-ups/pop-unders that interfere with navigation.
- Deceptive navigation is prohibited, such as:
- False claims about streaming content or downloads.
- Linking to non-existent or irrelevant content.
- Redirecting to misleading pages.
- Placing ads in areas meant for site navigation (e.g., navigation bars).
7. Technical Requirements for Web Content Viewing Frames for Apps
- App developers using web content viewing frames (e.g., WebView) to monetize with AdSense or Ad Manager display ads must:
- Content in WebView is subject to the same policies as browser content.
8. Sensitive Events
A “Sensitive Event” is an unforeseen event or development that creates significant risk to Google’s ability to provide high-quality, relevant information and reduce insensitive or exploitative content in prominent and monetized features.
During a Sensitive Event, Google may take actions such as limiting ad serving or content visibility to mitigate risks.
Additional Notes
- These policies apply to all AdSense products (e.g., display, search, video).
- Google actively monitors for compliance and may disable accounts for violations.
- For policy issues or appeals, visit the Policy Center.
- Publishers should disclose third-party ad cookies in their privacy policy, as required (see Required Content).