Google Ads Restricted Categories: What Each Requires (2026)

Google Ads restricted categories are the parts of Google's advertising policies that cover content you can advertise, but only on a limited basis. Restricted is not the same as prohibited: ads in these categories may run once you meet extra conditions, such as certification, advertiser verification, approved target locations and age limits, and they may still not show to every user everywhere.

Restricted vs prohibited: the four sections of Google Ads policy

Google groups its advertising policies into four sections. Knowing which section a rule sits in tells you whether the answer is "fix it and apply" or "this cannot be advertised".

• Prohibited content: things you cannot advertise at all, such as counterfeit goods, dangerous products or services, content that enables dishonest behavior, and inappropriate content.
• Prohibited practices: things you cannot do, such as abusing the ad network, misusing user data, and misrepresentation.
• Restricted content and features: content Google describes as allowed "but on a limited basis". This is the section this guide covers.
• Editorial and technical: quality standards for ads, destinations and ad formats.

In Google's words, restricted 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." Google also notes that not every ad product, feature or network supports restricted content, so a campaign type that works for one advertiser may be unavailable for another.

The full list of Google Ads restricted categories

As of September 2026, the Restricted content and features section of the Google Ads policies page lists these policies:

1. Ad protections for children and teens
2. Explicit content (explicit and suggestive material)
3. Alcohol
4. Copyrights
5. Real-money games and games
6. Healthcare and medicines
7. Political content
8. Financial products and services
9. Cryptocurrencies and related products
10. Dating and companionship
11. Trademarks
12. Legal requirements
13. Other restricted businesses
14. Restricted ad formats and features
15. Limited ad serving

Some of these names are paraphrased here; the official titles are on the Google Ads policies page. Policies change over time, so treat any list, including this one, as a snapshot and check the Advertising Policies Help Center before you plan a campaign.

What each restricted category requires

The table below is a quick reference. The sections after it add the details that most often decide whether an ad runs.

Ad protections for children and teens

This policy works together with other policies, including alcohol, real-money games, and high fat, sugar and salt food and beverage ads. Google lists two core protections: disabling ads personalization and restricting sensitive ad content and categories. Advertisers must also follow local legal requirements on advertising to users under 18.

Explicit content

Google restricts certain kinds of explicit and suggestive material in ads and destinations. Such ads only show in limited scenarios based on user search queries, user age and the local laws where the ad is served, and they must not target minors. Google's ad format requirements also state that ads that are not family safe are not allowed in image ads, video ads and other non-text formats.

Alcohol

Some alcohol ads are allowed if they follow the policy, do not target minors, and target only countries that are explicitly allowed to show alcohol ads. The policy also covers drinks that resemble alcohol, so non-alcoholic beer and wine are in scope. Google's certification page notes one location-specific case: in Poland, advertising is limited to beer, and beer advertisers there need Google certification.

Copyrights

Google does not allow ads that use copyrighted content without authorization. If you are legally authorized to use the content, you apply for certification to advertise. Sites or apps that facilitate unauthorized access to, or distribution of, copyrighted content are the typical restricted examples.

Real-money games and games

Ads in this category are allowed only if they follow the policy and the advertiser holds the matching Google Ads certification. Google's summary sets three baseline conditions: target approved countries only, show responsible-play information on the landing page, and never target minors. On top of certification, the policy sets country-specific requirements, which usually include holding the license or authorization that the targeted country requires.

Certification applications cover three product types: online real-money play and content that promotes it, certain skill-based online games played for a prize, and social games that simulate real-money play without offering real prizes. If you run several accounts under one manager account, Google offers Manager Account Certification so an existing certification can extend to the managed accounts, subject to eligibility.

Healthcare and medicines

Google describes this category as a mix: some healthcare content cannot be advertised at all, while other content can only run in certain locations by advertisers who have applied and been approved. For most healthcare policies, when a campaign targets allowed locations and the domain is properly certified, the ad is labeled "Eligible (limited)".

Products and services that require an application include prescription medicine services (such as online dispensing and telemedicine), restricted medicine terms, addiction services, speculative and experimental medical treatments in the United States, and health insurance in the United States. Certification for several of these runs through third parties named in the policy, such as LegitScript. Unapproved substances and unauthorized online medicine sellers are not allowed, and Google treats the latter as an egregious violation.

Political content

Political ads must comply with local campaign and election laws, including legally mandated election silence periods. In a set of regions listed in the policy, including the United States, the United Kingdom, India, Australia, Mexico and Argentina, election ads can run only after the advertiser completes Google's election ads verification. Verified election ads in those regions carry a "Paid for by" disclosure, which Google generates automatically for most formats. In the European Union, political advertising as defined under EU Regulation 2024/900 is restricted.

Financial products and services

This policy covers products and services related to managing or investing money and cryptocurrencies, including personalized advice. Advertisers must include disclosures required by local law and, per Google, "do their own research on the local regulations for any location their ads target."

A few rules come up often:

• Personal loans: only loans that require repayment in full in 61 days or longer are allowed, and the destination must disclose details such as the repayment period and maximum APR. In the US, loans with an APR of 36% or above are not allowed.
• Debt services and complex speculative financial products: allowed only in select locations and only after the account applies to advertise them.
• Not allowed: credit repair services and binary options.
• Financial services verification: in certain locations Google may require verification, and a separate verification may be needed for each targeted location.

Google's certification page also says that, starting June 2026, applications for the financial and crypto certifications move from Help Center forms into the Google Ads account itself.

Cryptocurrencies and related products

Most crypto advertisers must be certified by Google. Exchanges, wallets and coin trusts require certification; businesses that simply accept crypto as payment, or sell mining hardware, may not. For the app-specific view, including license documents and where to apply, see our crypto app Google Ads policy guide.

Dating and companionship

General dating services can advertise if they comply with the policy, do not allow users under 18, and hold Google certification. Ads may still be limited by ad category, user age, local law and SafeSearch settings. Japan adds its own application and a required "18+" warning. For how Google's rules compare with Meta, TikTok and Apple, read dating app marketing restrictions.

Trademarks

Trademark rules are complaint-driven. According to Google, these restrictions "apply only when a trademark owner has submitted a valid complaint to Google." Google does not restrict the use of trademarks as keywords. When it reviews a complaint, it may restrict uses such as a direct competitor using the trademark in ad text, or use that is confusing or misleading.

Legal requirements

This is less a category than a reminder: you are responsible for complying with all applicable laws in every location where your ads show, in addition to Google's own policies. Several country-specific prohibitions sit here rather than in the individual policy pages.

Other restricted businesses

Google restricts businesses it has found to be prone to abuse, even when an individual advertiser appears compliant. The policy includes both certifications and outright bans:

• Certification or eligibility confirmation: event ticket sales, government documents and official services, and free desktop software.
• Advanced verification: some local services, such as locksmith services in the United States and Canada and garage door services in the United States.
• Not allowed: third-party consumer technical support, call directory and forwarding services, and bail bond services.

Restricted ad formats and features

Some advanced formats and features are only available after you meet specific requirements or complete certification. A practical example is tracking: advertisers may only use click trackers certified by Google, and ads using non-certified trackers in a tracking template may be disapproved.

Limited ad serving

This one is about the advertiser, not the product. In scenarios Google considers more likely to cause a poor ad experience, only "qualified advertisers" serve without impression limits. Google weighs signals such as account maturity, policy compliance history, user reports and advertiser verification status. Individual ads are not disapproved; you get an in-account notification and can appeal through a dedicated form.

How to get approved in a restricted category

The route is similar across categories, even though the documents differ.

1. Confirm the category and location. Read the specific policy page and its location list. A product that is restricted in one country may be prohibited in another.
2. Complete advertiser verification. Google's certification page says certain industries require an application "in addition to completing advertiser verification."
3. Apply for the certification. Use the form linked from the policy, or in accounts where it is available, go to Admin, then Policy, then Account, and select Apply for certification.
4. Prepare the destination. Licenses, business details, required disclosures and age notices usually need to be visible on the landing page, not only in the application.
5. Check ad status after approval. An approved ad in a restricted category typically shows "Eligible (limited)". An ad marked "Not eligible" with "Certificate required" in its policy details still needs an application.

Keep in mind that Google Ads policy applies to the ad and its destination, whether that is a website, an app store listing or a progressive web app. Distribution choices do not change which category your product falls into. If your app is also going through store review, note that Google Play runs its own separate policies; our guide on Google Play app rejections covers that side, and Google Play health policy updates covers health-related apps on the store.

What happens if you get it wrong

Google's enforcement page describes a ladder of consequences:

• Disapproval: the ad does not run until the violation is fixed and the ad is reviewed again.
• Warning and strikes: for many policies, repeat violations lead to strikes, with a maximum of three strikes per policy before suspension, and Google sends a warning at least 7 days before suspending an account.
• Immediate suspension: egregious violations, meaning unlawful activity or significant user harm, lead to suspension without prior warning. Related accounts can also be suspended.

Trying to hide a restricted product from review is not a shortcut. Google's policy on abusing the ad network explicitly prohibits techniques that hide the true destination or manipulate settings to circumvent policy review, and breaking prohibited-practice rules puts the whole account at risk, not just a single ad. The sustainable path is the one above: identify the category, meet its requirements, and advertise only where your product is allowed.

FAQ

What are restricted categories in Google Ads?

They are the policies in the Restricted content and features section, including alcohol, healthcare and medicines, financial products and services, cryptocurrencies, political content, dating and companionship, and other restricted businesses. Ads in these categories may run on a limited basis after you meet extra requirements.

Is a restricted category the same as a prohibited one?

No. Prohibited content, such as counterfeit goods, cannot be advertised at all. Restricted content can be advertised if you meet the category's conditions, such as certification, verification, approved locations and age targeting.

What does "Eligible (limited)" mean on a Google Ads ad?

It means the ad is approved but can only serve in some situations, for example in certain locations or to certain audiences, because a restricted policy applies. It is the normal status for a compliant ad in a restricted category.

How long does Google Ads certification take?

Google does not publish one timeline for all certifications, and review time varies by category and location. Apply before your launch date, and check the specific policy page for any stated processing time.