Google Publisher Policy Checklist
A plain-language checklist of Google's content, traffic, and ad implementation policies. Stay compliant, protect your account, and avoid the violations that most commonly trigger suspensions.
What's Allowed & What's Not
Google's content policies are the foundation of ad eligibility. Every page serving ads must comply.
Allowed Content
- Original content that provides genuine value to users
- News, information, entertainment, and educational content
- Discussion forums with active moderation for policy violations
- User-generated content with clear community guidelines and oversight
- Affiliate content as long as it adds original commentary or review value
- Translated content with substantial original additions or localization value
Prohibited Content
- Adult, explicit, or sexually suggestive content of any kind
- Content promoting illegal activities, drugs, weapons, or violence
- Scraped or auto-generated content with no original value
- Copyright-infringing content (music, video, articles, images)
- Misleading health, financial, or safety claims
- Gambling content unless licensed and restricted to appropriate audiences
- Hateful, discriminatory, or harassing content targeting protected groups
- Sites built primarily to display ads with minimal original content
Traffic Quality Rules
- Traffic must come from real users clicking on organic links, not bots or scripts
- Do not incentivise users to click ads, neither directly nor through UI patterns
- Do not purchase traffic solely to increase ad impressions
- Avoid traffic exchange schemes where publishers visit each other's sites for clicks
- Do not use misleading navigation to funnel users into accidental ad clicks
- Do not redirect users to ad pages without clear intent or landing page context
Ad Implementation Rules
- Ads must be clearly distinguishable from site content, no disguising ads as menus or navigation
- No more than 3 display ad units per page (AdSense policy; AdX has different rules managed by partner)
- Ads must not obscure content, require interaction to dismiss, or auto-play audio without user action
- Do not place ads on error pages, login pages, or pages with no real content
- Ads.txt must be published and kept accurate, missing entries can block demand
- Do not modify ad code to alter sizing, behavior, or appearance beyond allowed customisation
Violations That Most Often Cause Suspensions
These are the most commonly cited violations in Google publisher account actions.
Invalid Click Activity
Clicking your own ads or encouraging others to click. Leads to immediate account suspension.
Adult Content on Ad Pages
Any adult content on pages serving Google ads, zero tolerance, immediate suspension.
Copyright Infringement
Hosting pirated video, audio, or articles triggers DMCA takedowns and policy strikes.
Insufficient Unique Content
Primarily scraped or template content without original value. Leads to account warning.
Deceptive Ad Implementation
Placing ads in ways that trick users into clicking. Triggers immediate policy review.
This checklist summarises Google policies for educational purposes. Always refer to Google's official Publisher Policies for the authoritative and current version.
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