Starting in September 2021, Google will begin implementing a new three-strikes-you’re-out policy in response to violations of its Google Ads prohibitions. Violators of Google Ads’ rules will first be given a warning and then notifications up to three strikes – after three strikes, your Google Ads account can be suspended.

This new three strikes policy will apply to violation of several Google policies including the “Dangerous Products or Services” policy, the “Healthcare and Medicines” policy, and the “Enabling Dishonest Behavior” policy.

While the Google prohibitions against these problematic activities have been on the books for a while, what is new is the introduction of increasing penalties that will come with each of the strikes. According to Google, although these types of ads have long been against the rules, now repeated violations will result in greater penalties until your account will be marked for suspension on the third strike. 

Google intends that its new three strikes policy will help create a more trustworthy Google Ads experience for both users and advertisers. Google plans to email advertisers if they incur a warning or any strikes. The good news is that strikes expire after three months and your account will be considered again in good standing as long as there are no repeat violations.

Here’s what you need to know about the updates:

Three Strikes You’re Out – How the New Google Ads Policy Will Change the Game

These are the increasing penalties that could affect your Google Ads account if you were to violate anything in the Enabling Dishonest Behavior, Healthcare and Medicine, or Dangerous Products or Services policies:

• Warning – the first instance of ad content in violation of one of the above policies will result in a warning and the removal of the ad(s) in question.
• Strike 1 – if you violate within 90 days the same policy for which you received a warning, your account will be placed on hold for three days and you will not be eligible to run ads.
• Strike 2 – if you violate within 90 days the same policy for which you received a first strike, your account will be placed on hold for seven days and you will not be eligible to run ads. This second strike is your final notice to stop the violation in order to avoid account suspension. 
• Strike 3 – if you violate within 90 days the same policy for which you received a second strike, your account will be suspended.

Some of the activities that are considered violations of the relevant Google Ads policies include:

• Ads for products that are designed to explode with the possibility to cause damage, such as fireworks, grenades, or chemical bombs.
• Ads for guns and gun parts, including paintball guns, airsoft guns, functioning antique guns, rifles, handguns, ammunition, silencers, scopes, etc.
• Ads for weapons such as switchblades, fighting knives, brass knuckles, tasers, pepper spray, etc.
• Ads for recreational drugs such as tobacco, marijuana, e-cigarettes, cocaine substitutes, pipes, bongs, etc.
• Ads that offer prescription drugs without a prescription or target locations without a license.
• Ads for products that contain ephedra, human chorionic gonadotropin (hCG), or other active pharmaceutical or dangerous ingredients as listed in Google’s list of prohibited pharmaceuticals and supplements.
• Ads promoting experimental or speculative medical treatments and gene therapies.
• Ads for products or services that would help users to mislead and deceive others or gain unauthorized access.

Note: this is NOT an exhaustive list. For more information on ads that are not allowed, including some country-specific restrictions, contact Google Ads Support.

Responses to the New Three Strikes Policy

On Twitter, a variety of stakeholders have been responding to Google announcement of the three strikes policy.

One common theme is a concern about Google providing clear, precise feedback on what, exactly, is the cause of a warning or strike so that advertisers will be able to update their ads accordingly. For example, some users are forwarding copies of messages sent to appeal Google suspensions.

According to Google, advertisers will be able to appeal any of the enforcement decisions that come in response to flagged ads.

Want some help navigating the complexities and ongoing changes to Google ads in order to maximize your digital marketing campaigns. As a recognized Google Premier Partner, our team here at JXT Group has all the “insider baseball” knowledge and expertise needed to position your ad campaigns for success. To find out more, just give us a call at 718-690-7302, or fill out our contact form.