Message assets requirements (September 2025)
Google provides translated versions of the Advertising Policies Help Center, though they're not meant to change the content of the policies. The English version is the official language used to enforce Google Ads policies. To view this article in a different language, use the language dropdown at the bottom of the page.
On October 30, 2025, we will launch a new Message asset requirements help center to indicate the requirements applicable to message assets. We will begin enforcing the policy update on October 30, 2025, with full enforcement ramping up over approximately 4 weeks.
Message assets will not serve if they don’t comply with this policy and cannot be properly verified. In case of disapprovals, you can learn more about how to fix a disapproved ad or asset.
(Posted on September 30, 2025)