Restricted Products Apply Correctly 8211 Everything About Google Policies
Management Summary
Historically, Google Ads also has someVerticals, the onespecial testsubject to. These include, among othersAlcohol, drugs, gamblingorpolitical advertising. It is good and right that there are basic rules of the game here. What is important, however, is that advertisers find enough opportunities to move within these frameworks in order to reach their audiences well. We’ll explain to you here what works and what doesn’t:
alcohol
We are all familiar with advertising for alcoholic beverages from TV and posters. Only online do you encounter them less often. The main reason for this is that…Digitally include and exclude target groups more easilyand special guidelines apply here:
- no targeting of people under 18 years of age
- Be careful when designing advertising material: no implication that excessive alcohol consumption makes you “cool”, no depiction of drunk driving
Furthermore, the advertising of alcohol is not permitted in every country. For example, in Arab countries this is forbidden.
There is another limitation in relation toRemarketing: Due to the risk of addiction, it is not permitted to set a remarketing pixel and accompany users with storytelling or similar.
drug
First, it must be defined what type of drug it is. Is itprescription only, may only be advertised in the USA, Canada and New Zealand. Atnon-prescription medicinesThe situation is different: an application is possible in the DACH region as well as in most European countries. But before this is allowed, the…Manufacturer certified by Googlebecome. This is possible using a separate application form. Even if that sounds like a lot of bureaucracy at first, this ensures that onlyreputable providerscan sell their products.
The type of communication is again relevant here: misleading claims are an absolute no-go and will be punished accordingly with a rejection of the advertising material.
Gambling
The gambling industry, like the vertical alcohol, is a very sensitive topic. Here too, great importance is attached to ensuring that special rules are adhered to. In order to advertise gambling, you first and foremost need onenational gambling license. This must also be submitted via an online form.
The following general conditions exist here:
- no targeting of people under 18 years of age
- The campaign may only be played out in the country for which there is a license and
- the campaign must comply with all legal regulations
As with the promotion of alcohol heregranular targeting, including remarketing, for example, is not permitted.
Election advertising
Since the 2016 U.S. presidential election, online election advertising has come under a bit of fire. There are many good reasons why online advertising makes sense, especially for election campaigning parties. TheThe electorate can be reached easily and cheaply digitally. Nevertheless, there are also some rules of the game that parties must adhere to:
- onlyverified candidatesare allowed to place their ads on Google
- Remarketing and targeting based on interest groups is not permitted
- Advertising within a certain radius is not possible (e.g. around the competing party headquarters)
- Election advertising must also be as suchmarkedbe
Tips:
- All certificatessubmit early
- EnoughLead timeplan – advertising materials with sensitive content in particular are checked again manually and activation can take longer than usual
- Don’t bury your head in the sand because of all the guidelines: you can definitely advertise these verticals, but you have to be an advertiserResponsibilityconsciousness!
