Before we dive into Google’s latest update to its ad design policy, let’s backtrack a little to 2023 when Google first introduced its “Limited Ads Serving” policy aimed at improving both ad transparency and to reduce scams that users may experience when interacting with unethical ads that were clickbait-y, misleading, and dishonest.
Back then, the policy was designed to enhance both user experience and trust by ensuring that the ads they’re being shown come strictly from authorised and reliable advertisers.
According to Google, “we want to allow users the opportunity to interact with relevant and helpful ads, so this policy will reduce the chance that they’ll see a misleading or confusing ad from an advertiser with an unproven track record”.
In 2023, Google’s criteria to determine whether an ad was genuine and trustworthy included:
- Checking for user comments on the ads
- Determining if the advertiser has a track record of abiding by Google’s guidelines
- Whether the advertiser was a verified source
The penalty for failing to abide by Google’s rules was severe–wihout any prior warning, advertisers could lose access to their Google ads account and will not be able to advertise with the company ever again.
Fast forward to 2024, Google has now updated its Misleading Ads policy to have a much stronger enforcement over ads that are deceptive for users to understand whether they’re interacting with an ad.
In a recent announcement, Google said “On January 23, 2025, the Google Ads Misrepresentation – Misleading Ad Design policy will be updated to clarify that ads that make it difficult for the user to understand they are interacting with an ad by using standalone buttons in image ads that lack clear context explaining their function, or whose prominence relative to the surrounding ad content is disproportionate, are restricted”.
Similar to the previous policy, violations of this policy will result in immediate account suspension without prior warning.
How Can Businesses Not Fall Victim
The answer is quite simple really– don’t advertise something misleading. We’ve all been there before, we want to download something, but we’re unsure of where to click and we end up clicking buttons that turn out to be ads. Essentially, just like Google said, we’re being tricked into clicking something we don’t intend to.
So as a business, here are a few proactive steps you can take:
- First, make sure you’re well updated with Google’s newest ad policies.
- Next, go through all the ads you’re currently running, and identify those that seem like they violate the policy.
- Now you have to fix the ad. Correct any design or content features that may confuse your audience.
- Last but not least, continuously monitor your ads to make sure they always comply with Google’s latest ad guidelines. Some of Google’s current guidelines include using high-quality images, no overlaid logos, text, and buttons, no collage images and digital composite backgrounds, and more. For the full list, check this out.
Just a slight misdemeanour can get your account taken down, and remember, it’s incredibly hard to get it reinstated.