Ad-serving protections for teens
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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.
| Category | Restricted ad content (non-exhaustive) |
|---|---|
| Adult and sexually suggestive content | Sexual and mature content that is intended for adult audiences |
|
Adult media |
Ads for movies, TV shows, and console games that are sensitive to show to users under age 18 |
|
|
| Body modification and weight loss |
Ads for body-modification products or services such as cosmetic procedures, weight loss, tanning, piercings, and tattoos |
| Complex speculative financial products | Contracts for difference, rolling spot forex, financial spread betting, and synonymous products |
| Contests and sweepstakes | Contests or sweepstakes promotions, even if free to enter |
| Dangerous content |
Ads for products or services that are dangerous and inappropriate for users under 18 or that generally require adult supervision.
|
| Dating and relationships | Ads for dating services, matchmakers, relationship advice, or counseling. |
| Gambling and casino games |
|
| Pharmaceuticals and supplements | Ads for pharmaceuticals or medications, vitamins, and nutritional supplements |
| Shocking content | Violent, gruesome, graphic, obscene, profane, and other content that could shock or scare |
| Spying and arrest records | Offers for services that imply they will help spy on a partner, or find non-shared personal information about a third party. Also included are services that perform public records searches for arrest records. |
| Virtual worlds and chat rooms intended for adults | Offers for platforms or services intended for adults that primarily exist to allow users to connect and communicate with strangers |
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.