google adwords 政策

众所周知,google adwords政策非常严格,经常听到有人被ban。

但是很少有人认真去看policies。附上中英文版本,遵守游戏规则。

AdWords 政策

欢迎使用 AdWords 政策中心。在这里,您可以找到在 Google 广告网络上投放广告的相关要求。

我们的政策涵盖四大领域:



禁止的内容

仿冒产品

Google AdWords 禁止销售或促销仿冒产品。仿冒产品使用与其他产品完全相同或高度相似的商标或徽标。这些商品模仿正品的品牌特征,试图让人误以为它们是出自该品牌所有者的正品。

危险的产品或服务

我们希望无论用户处于在线还是离线状态,我们都能保证其安全,所以我们不允许宣传某些会造成破坏、财产损失或人身伤害的产品或服务。

危险内容的示例:毒品(化学药品或草本药);精神活性物质;吸毒辅助用具;武器、弹药、爆炸物和烟花;关于制造炸药或其他有害产品的说明;烟草制品

促成不诚实行为

我们重视诚信和公平,所以我们不允许宣传会构成欺骗行为的产品或服务。

构成欺骗行为的产品或服务的示例:黑客软件或指导说明;旨在人为夸大广告或网站流量的服务;伪造文件;学术造假服务

不当内容

我们重视多元化、尊重他人,并且会努力避免冒犯用户,因此我们不允许广告或目标网页显示惊悚内容或宣扬仇恨、偏执、歧视或暴力的内容。

令人反感或不适当的内容的示例:欺凌或胁迫个人或群体、种族歧视、仇恨团体的用具、犯罪现场或事故图片、虐待动物、谋杀、自残、敲诈勒索、贩卖或交易濒危物种、言语污秽的广告

禁止的行为

滥用广告网络

我们希望在 Google 广告网络中向用户投放实用性高、内容丰富、密切相关且安全健康的广告。我们不允许投放恶意的或试图欺骗或绕过我们广告审核流程的广告、内容或目标页面。对于此类违规行为,我们会严肃处理,因此请务必遵守政策。

滥用广告网络的示例:宣传包含恶意软件的内容;“隐藏真实内容”或使用其他技术隐藏将用户实际引导至的目标位置;“套利”或以展示广告为唯一目的或主要目的来宣传目标网址;宣传只是为了将用户引导至其他位置的“桥页”或“通道页”;广告的唯一目的或主要目的是在公共社交网络上获得用户推荐;使用“障眼法”或操纵设置以图绕过我们的政策审核系统

数据收集和使用

我们希望用户相信,与用户相关的信息将受到尊重并被妥善处理。因此,我们的广告合作伙伴不能滥用这些信息,也不能在没有明确目的或者未采取适当安全措施的情况下收集这些信息。

要谨慎处理的用户信息的示例:全名;电子邮件地址;邮寄地址;电话号码;身份证号、养老金账号、社保号、税号、医疗保险号码或者驾照号码;生日或母亲的曾用名外加上述任何信息;财务状况;政治派别;性取向;种族或民族;宗教信仰

不负责任的数据收集和使用行为的示例:通过不安全的服务器获取信用卡信息、声称知道用户的性取向或财务状况的宣传内容、违反我们在针对用户兴趣投放广告和再营销方面政策的行为

虚假陈述

我们不希望用户感到被我们投放的广告误导,因此我们努力做到坦诚、明确,为用户提供投其所需的信息来帮助他们做出明智的决策。如果广告或目标页面有意欺骗用户,其中不含相关信息或所提供的产品、服务或商家信息有误导性,则我们不允许投放此类广告或目标页面。

虚假陈述的示例:闭口不提或模棱两可地陈述向用户收费的方式、收费项目和收费时间等结算详情;闭口不提或模棱两可地陈述与金融服务相关的收费,例如利率、费用和罚款;未显示相关的税号或牌照号码、联系信息或者实际地址;提供虚假优惠;就减肥效果或经济收益作误导性或不切实际的声明;以虚假的理由募集捐款;“网上诱骗”或谎称自己是有信誉的公司,以欺骗用户提供有价值的个人或财务信息

受限制的内容

以下政策涵盖的内容有时在法律上或文化上是敏感的。在线广告在吸引客户方面可以发挥巨大作用,但是在敏感地区,我们也努力避免在不恰当的时间和地点展示这些广告。

出于这个原因,我们允许宣传以下内容,但是存在一定的限制。这些宣传只能在特定的地点向特定的用户展示,而且广告客户可能需要满足额外的要求才有资格投放广告。请注意,并非所有的广告产品、功能或投放网络都支持这种受限制的内容。有关详情,请访问政策中心。

成人内容

广告应尊重用户偏好并符合法律规定,因此我们不允许广告和目标页面中出现特定类型的成人内容。但某些类型面向成人的广告和目标页面是可以投放的,前提是它们要符合以下政策的规定,且未定位到未成年人。然而,即便是这类广告和目标页面,也只能在有限的情形下显示,也就是说,它们能否显示要取决于用户搜索查询的内容、用户年龄以及广告投放地的当地法律。

了解违反我们政策的后果

受限制的成人内容的示例:脱衣舞俱乐部、色情电影院、性玩具、成人杂志、性功能增强产品、相亲网站、姿势性感的模特

酒精饮料

我们遵守当地的酒精饮料法律和行业标准,因此我们不允许投放特定类型的酒精饮料广告,包括酒精饮料和类似酒精饮料的饮品。但是,某些类型的酒精饮料广告是允许投放的,前提是这些广告符合以下政策,未定位到未成年人,而且只定位到明确允许展示酒精饮料广告的国家/地区。

受限制的酒精饮料的示例:啤酒、葡萄酒、清酒、烈性酒、香槟、烈性葡萄酒、无酒精的啤酒、无酒精的葡萄酒和无酒精的蒸馏酒

版权内容

我们遵守当地版权法,并保护版权持有人的权利,因此我们不允许投放未经授权使用受版权保护的内容的广告。如果您已取得合法授权,可以使用受版权保护的内容,请申请认证后再投放广告。如果您看到了未经授权的内容,请提交与版权相关的投诉

赌博和游戏

我们支持负责任的赌博广告,并遵守当地的赌博法律和行业标准,因此我们不允许投放特定类型的赌博广告。但某些赌博广告是可以投放的,前提是它们要遵守下面的政策,且广告客户已获得相应的 AdWords 认证。赌博广告必须定位到获准投放的国家/地区,其着陆页必须显示有关负责任赌博的信息,而且决不能定位到未成年人。请查阅要定位到的地区的当地法规。

与赌博相关的受限内容的示例:实体赌场;用户可以押注扑克、宾果卡、轮盘或体育赛事的网站;国家或私人彩票;体育赔率聚合网站;为赌博网站提供奖励代码或优惠活动的网站;针对赌场游戏的在线培训材料;提供“扑克娱乐”游戏的网站;不涉及赌场的现金游戏网站

保健和药物

我们致力于遵守以下涉及保健和药物的广告法规,因此我们希望广告和目标页面能够遵守相应的法律和行业标准。某些与保健相关的内容完全不允许进行广告宣传,而有些内容则允许进行广告宣传,但前提是广告客户获得了 Google 的认证,而且广告仅定位到获准投放的国家/地区。请查阅要定位到的地区的当地法规。

政治内容

我们希望所有政治类广告和目标页面都遵守广告定位到的任何地区的当地竞选和选举法律,包括遵守法律要求的选举“沉默期”规定。

政治内容的示例:宣传政党或候选人、政治议题主张的宣传内容

金融服务

我们希望用户在掌握充足信息的前提下做出明智的金融决策。因此,我们制定了相关政策来确保用户能获得必要信息,以便于他们权衡金融产品的相关成本,并防止他们利益受损或遭到欺诈。出于此政策的目的,我们认为金融产品和服务是指与资金的管理和投资相关的产品和服务,包括个性化理财建议。

宣传金融服务和产品时,您必须遵守广告定位到的任何区域的国家和地方性法规,例如,按照当地法律要求加入特定的披露信息。有关详细信息,请参阅我们列出的一些特定国家/地区的要求

商标

能否在 AdWords 广告使用具体商标取决于很多因素。除了政策中心所述的因素,商标所有人还需要向 Google 提交有效的投诉,这些政策才适用。

法律要求

您除了要负责确保您的广告符合 Google 的广告政策外,还要确保您在各地展示广告时始终遵守当地的所有适用法律及法规。

其他受限业务

当用户点击您的广告时,我们希望确保他们不会受到利用或欺骗。我们不允许广告客户宣传不诚信的商业行为。

编辑及技术要求

我们希望向用户投放不会令他们生厌且便于互动的广告,所以我们制定了各种编辑要求,目的就是为了让您的广告始终能够吸引用户。我们还详细说明了技术要求,以期帮助用户和广告客户充分利用我们提供的各种广告格式。

编辑

为了提供优质的用户体验,Google 要求所有广告、附加信息和目标页面都符合较高的专业水准和编辑标准。我们要求广告的外观必须清晰、专业,且可以引导用户访问密切相关、实用且容易互动的内容。

不符合这些编辑及专业要求的宣传做法示例:

  • 广告过于宽泛、语意不详,例如“在此处购买产品”

  • 花哨地使用文字、数字、字母、标点或符号,例如 FREE、f-r-e-e 和 F₹€€!!

目标页面要求

我们希望消费者在点击广告后获得良好的体验,因此广告目标页面必须向用户提供独特的价值,能够正常工作,并且切实有用而易于浏览。

不符合目标页面要求的宣传做法示例:

  • 显示网址不能准确反映着陆页网址,例如“google.com”将用户引导至“gmail.com”

  • 网站或应用尚在建设中、采用托管域名或已经失效

  • 网站无法使用常用浏览器浏览

  • 网站停用了浏览器的后退按钮

技术要求

为帮助我们确保广告清晰明了和正常运作,广告客户必须遵守我们的技术要求。

广告格式要求

为了帮助您提供高质量的用户体验和投放具有专业观感且富有吸引力的广告,Google 针对每种类型的广告都分别做出了具体规定,仅允许投放符合这些规定的宣传内容。请了解您正在使用的各种广告格式的具体要求。

注意:对于图片广告、视频广告以及其他非文字广告格式,若被认定为“内容不健康”,我们将禁止投放。如需了解更多详情,请参阅我们的成人内容政策

广告格式要求的示例:广告标题或正文的字符数限制、图片大小要求、文件大小限制、视频时长限制、宽高比



 

关于我们的政策

通过 AdWords,世界各地任意规模的企业都可以在 Google 和我们的广告网络中宣传各种各样的产品、服务、应用和网站。我们希望能帮助您吸引现有的和潜在的客户及受众群体。但是,为了帮助您为用户创造安全和积极的体验,我们会听取用户针对自己看到的广告类型所提供的反馈和意见。我们还会定期考察在线趋势和实践、行业规范以及法规方面的变化。最后,在制定政策时,我们也会在公司层面检视我们的价值观和文化,以及进行运营、技术和业务方面的考量。综合所有因素,我们制定了一套适用于 Google 广告网络上的所有宣传内容的政策。

Google 要求广告客户遵守所有适用的法律和法规,以及上述 Google 政策。您必须熟悉您开展业务的国家/地区以及所有展示您广告的国家/地区的各种要求,并且随时了解这些要求的变化。如果发现了违反这些要求的内容,我们可能会禁止展示相关的广告,而且如果您反复或严重违规,我们可能取消您通过我们的广告网络投放广告的资格。

 

需要帮助?

如果您对此政策有任何疑问,请告诉我们:
与AdWords支持小组联系

AdWords policies

Welcome to the AdWords Policy Center. Here you'll find the requirements for advertising on the Google Network.

Our policies cover four broad areas:



Prohibited content

Counterfeit goods

Google AdWords prohibits the sale or promotion for sale of counterfeit goods. Counterfeit goods contain a trademark or logo that is identical to or substantially indistinguishable from the trademark of another. They mimic the brand features of the product in an attempt to pass themselves off as a genuine product of the brand owner.

Dangerous products or services

We want to help keep people safe both online and offline, so we don't allow the promotion of some products or services that cause damage, harm, or injury.

Examples of dangerous content: Recreational drugs (chemical or herbal); psychoactive substances; equipment to facilitate drug use; weapons, ammunition, explosive materials and fireworks; instructions for making explosives or other harmful products; tobacco products

Enabling dishonest behavior

We value honesty and fairness, so we don't allow the promotion of products or services that are designed to enable dishonest behavior.

Examples of products or services that enable dishonest behavior: Hacking software or instructions; services designed to artificially inflate ad or website traffic; fake documents; academic cheating services

Inappropriate content

We value diversity and respect for others, and we strive to avoid offending users, so we don’t allow ads or destinations that display shocking content or promote hatred, intolerance, discrimination, or violence.

Examples of inappropriate or offensive content: bullying or intimidation of an individual or group, racial discrimination, hate group paraphernalia, graphic crime scene or accident images, cruelty to animals, murder, self-harm, extortion or blackmail, sale or trade of endangered species, ads using profane language

Prohibited practices

Abusing the ad network

We want ads across the Google Network to be useful, varied, relevant, and safe for users. We don’t allow ads, content, or destinations that are malicious or attempt to trick or circumvent our ad review processes. We take this issue very seriously, so play fair.

Examples of abuse of the ad network: promoting content that contains malware; "cloaking" or using other techniques to hide the true destination that users are directed to; "arbitrage" or promoting destinations for the sole or primary purpose of showing ads; promoting "bridge" or "gateway" destinations that are solely designed to send users elsewhere; advertising with the sole or primary intent of gaining public social network endorsements from the user; "gaming" or manipulating settings in an attempt to circumvent our policy review systems

Data collection and use

We want users to trust that information about them will be respected and handled with appropriate care. As such, our advertising partners should not misuse this information, nor collect it for unclear purposes or without appropriate security measures.

Examples of user information that should be handled with care: full name; email address; mailing address; phone number; national identity, pension, social security, tax ID, health care, or driver's license number; birth date or mother's maiden name in addition to any of the above information; financial status; political affiliation; sexual orientation; race or ethnicity; religion

Examples of irresponsible data collection & use: obtaining credit card information over a non-secure server, promotions that claim to know a user's sexual orientation or financial status, violations of our policies that apply to interest-based advertising and remarketing

Misrepresentation

We don't want users to feel misled by ads that we deliver, so we strive to be clear and honest, and provide the information that users need to make informed decisions. We don’t allow ads or destinations that intend to deceive users by excluding relevant information or giving misleading information about products, services, or businesses.

Examples of misrepresentation: omitting or obscuring billing details such as how, what, and when users will be charged; omitting or obscuring charges associated with financial services such as interest rates, fees, and penalties; failing to display tax or licence numbers, contact information, or physical address where relevant; making offers that aren't actually available; making misleading or unrealistic claims regarding weight loss or financial gain; collecting donations under false pretenses; "phishing" or falsely purporting to be a reputable company in order to get users to part with valuable personal or financial information

Restricted content

The policies below cover content that is sometimes legally or culturally sensitive. Online advertising can be a powerful way to reach customers, but in sensitive areas, we also work hard to avoid showing these ads when and where they might be inappropriate.

For that reason, we allow the promotion of the content below, but on a limited basis. These promotions may not show to every user in every location, and advertisers may need to meet additional requirements before their ads are eligible to run. Note that not all ad products, features, or networks are able to support this restricted content. Further details can be found in the Policy Center.

Adult content

Ads should respect user preferences and comply with legal regulations, so we don’t allow certain kinds of adult content in ads and destinations. Some kinds of adult-oriented ads and destinations are allowed if they comply with the policies below and don’t target minors, but they will only show in limited scenarios based on user search queries, user age, and local laws where the ad is being served.

Learn about what happens if you violate our policies.

Examples of restricted adult content: strip clubs, erotic cinemas, sex toys, adult magazines, sexual enhancement products, matchmaking sites, models in sexualized poses

Alcohol

We abide by local alcohol laws and industry standards, so we don’t allow certain kinds of alcohol-related advertising, both for alcohol and drinks that resemble alcohol. Some types of alcohol-related ads are allowed if they meet the policies below, don’t target minors, and target only countries that are explicitly allowed to show alcohol ads.

Examples of restricted alcoholic beverages: beer, wine, sake, spirits or hard alcohol, Champagne, fortified wine, non-alcoholic beer, non-alcoholic wine, and non-alcoholic distilled spirits

Copyrights

We abide by local copyright laws and protect the rights of copyright holders, so we don’t allow ads that are unauthorized to use copyrighted content. If you are legally authorized to use copyrighted content, apply for certification to advertise. If you see unauthorized content, submit a copyright-related complaint.

Gambling and games

We support responsible gambling advertising and abide by local gambling laws and industry standards, so we don’t allow certain kinds of gambling-related advertising. Gambling-related ads are allowed if they comply with the policies below and the advertiser has received the proper AdWords certification. Gambling ads must target approved countries, have a landing page that displays information about responsible gambling, and never target minors. Check local regulations for the areas you want to target.

Examples of restricted gambling-related content: physical casinos; sites where users can bet on poker, bingo, roulette, or sports events; national or private lotteries; sports odds aggregator sites; sites offering bonus codes or promotional offers for gambling sites; online educational materials for casino-based games; sites offering "poker-for-fun" games; non-casino-based cash game sites

Healthcare and medicines

We are dedicated to following advertising regulations for healthcare and medicine, so we expect that ads and destinations follow appropriate laws and industry standards. Some healthcare-related content can’t be advertised at all, while others can only be advertised if the advertiser is certified with Google and targets only approved countries. Check local regulations for the areas you want to target.

Political content

We expect all political ads and destinations to comply with the local campaign and election laws for any area the ads target. This policy includes legally mandated election “silence periods.”

Examples of political content: promotion of political parties or candidates, political issue advocacy

Financial services

We want users to have adequate information to make informed financial decisions. Our policies are designed to give users information to weigh the costs associated with financial products and to protect users from harmful or deceitful practices. For the purposes of this policy, we consider financial products and services to be those related to the management and investment of money, including personalized advice.

When promoting financial services and products, you must comply with state and local regulations for any region that your ads target — for example, include specific disclosures required by local law. Refer to our non-exhaustive list of country-specific requirements for more information.

Trademarks

There are multiple factors that determine when trademarks can be used in AdWords ads. Along with the factors described in our Policy Center, these policies apply only when a trademark owner has submitted a valid complaint to Google.

Legal requirements

You’re always responsible for ensuring that you comply with all applicable laws and regulations, in addition to Google's advertising policies, for all of the locations where your ads are showing.

Other restricted businesses

When people click on your ads, we want to be sure that they won’t be exploited or deceived. We don’t allow advertisers to promote untrustworthy business practices.

Editorial & technical requirements

We want to deliver ads that are engaging for users without being annoying or difficult to interact with, so we've developed editorial requirements to help keep your ads appealing to users. We've also specified technical requirements to help users and advertisers get the most out of the variety of ad formats we offer.

Editorial

In order to provide a quality user experience, Google requires that all ads, extensions, and destinations meet high professional and editorial standards. We only allow ads that are clear, professional in appearance, and that lead users to content that is relevant, useful, and easy to interact with.

Examples of promotions that don't meet these editorial and professional requirements:

  • overly generic ads that contain vague phrases such as "Buy products here"

  • gimmicky use of words, numbers, letters, punctuation, or symbols such as FREE, f-r-e-e, and F₹€€!!

Destination requirements

We want consumers to have a good experience when they click on an ad, so ad destinations must offer unique value to users and be functional, useful, and easy to navigate.

Examples of promotions that don't meet destination requirements:

  • a display URL that does not accurately reflect the URL of the landing page, such as "google.com" taking users to "gmail.com"

  • sites or apps that are under construction, parked domains, or are just not working

  • sites that are not viewable in commonly used browsers

  • sites that have disabled the browser's back button

Technical requirements

To help us keep ads clear and functional, advertisers must meet our technical requirements.

Ad format requirements

In order to help you provide a quality user experience and deliver attractive, professional looking ads, we only allow promotions that comply with specific requirements for each ad. Review the format-specific requirements for all ad formats that you're using.

Note: We don't allow Non-family safe ads in image ads, video ads, and other non-text ad formats. Read more about our Adult content policy.

Examples of ad format requirements: character limits for the ad headline or body, image size requirements, file size limits, video length limits, aspect ratios



 

About our policies

AdWords enables businesses of all sizes, from around the world, to promote a wide variety of products, services, applications, and websites on Google and across our network. We want to help you reach existing and potential customers and audiences. However, to help create a safe and positive experience for users, we listen to their feedback and concerns about the types of ads they see. We also regularly review changes in online trends and practices, industry norms, and regulations. And finally, in crafting our policies, we also think about our values and culture as a company, as well as operational, technical, and business considerations. As a result, we have created a set of policies that apply to all promotions on the Google Network.

Google requires that advertisers comply with all applicable laws and regulations and the Google policies described above. It's important that you familiarize yourself with and keep up to date on these requirements for the places where your business operates, as well as any other places your ads are showing. When we find content that violates these requirements, we may block it from appearing, and in cases of repeated or egregious violations, we may stop you from advertising with us.

 

Need help?

If you have questions about our policies, let us know: Contact AdWords Support

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