Restricted & Prohibited Content
Restricted and prohibited content are different Google Ads policy classifications. Prohibited content cannot be advertised under the applicable rule. Restricted content may be eligible only when specific conditions are satisfied. Correctly identifying the category is the starting point for evaluating an offer.
This page is part of our Google Ads policy issues section within the Google Ads documentation. It explains the category and the information needed to identify the right next step.
How restricted and prohibited content differ
Google separates its policies into prohibited content, prohibited practices, restricted content and features, and editorial or technical requirements. A business may meet one set of requirements and still fail another.
- Prohibited content: the relevant policy does not permit the promoted content.
- Restricted content: eligibility depends on conditions specified by the relevant policy.
- Prohibited practices: the way an advertiser operates or presents an offer is not allowed.
- Editorial and technical requirements: the ad and destination must meet quality and functionality standards.
A restricted category is not a promise that every business in that industry can advertise. The exact product, target market and advertising setup need their own review.
Start with the actual offer
For an internal classification review, describe what the user buys, receives or signs up for. Include how the transaction works and who provides the product or service. Broad labels such as “software,” “education” or “wellness” may conceal important differences between offers.
An illustrative example is an information site that also sends enquiries to another provider. Review the visitor’s complete experience, including the enquiry and onward journey. A page headline alone may not describe the activity being promoted.
Conditions that may affect eligibility
Google’s policy overview identifies categories with limitations, including alcohol, gambling, healthcare, financial products and certain other services. Requirements vary by category. Depending on the rule, the review may involve certification, permitted locations, audience restrictions or the nature of the destination.
Do not transfer the conditions for one product to another. For example, eligibility for one market or one type of service does not establish eligibility for a different market or offer. Use the specific category policy to build the checklist.
A practical classification checklist
- Write a precise description of the promoted product and its commercial journey.
- Identify the policy category named in the account notice.
- List target locations and any audience or format limitations relevant to that policy.
- Record any required certification and which business, account or domain it covers.
- Compare the ad and destination with the same eligibility conditions.
- Assign an owner to each unresolved question before launch or review.
This checklist organizes the investigation; it does not replace the category requirements. Where a requirement is unclear, record the uncertainty rather than marking it as satisfied.
Eligibility and enforcement are separate questions
Keep a record of the difference between an offer that is prohibited, an offer awaiting required approval and an otherwise eligible ad with a separate technical or wording issue. These situations require different next steps.
Read misleading and unsupported claims when the concern is how the offer is represented. Read destination and landing page issues when the advertised page cannot be evaluated or does not function as expected.
What to do with the result
If the category permits advertising subject to conditions, document how each condition is met before requesting review. If the offer is prohibited under the applicable rule, changing its wording does not make it eligible. Avoid submitting cosmetic variations intended to conceal the same offer.
Maintain a dated record of the policy checked, the offer reviewed and any outstanding requirements. Revisit that record when the product, target market or certification changes.
Related documentation
Detailed guides in this category
- Google Ads healthcare certification requirements
- Google Ads financial services verification requirements
Official references
Reviewed against the official resources above on 19 October 2026. Webbnix is an independent publisher; Google makes policy and appeal decisions.
Related policy categories
Compare the following categories when the notice names more than one policy. A correction for one policy does not settle a separate issue.