logo_the-flow

Google is piloting a new strikes system

Google is piloting a new strikes system

Christina Neuman

 Google has introduced a new pilot program to test a three-strikes system for repeat ad policy violations. If advertisers violate a Google ad policy, they will receive a warning. If they do it again within 90 days, they will get first strike and their accounts will be put on hold for 3 days. Accounts will be put on hold for 7 days after the second strike and suspended after the third strike.

WarningFirst instance of ad content violating our Enabling Dishonest Behavior, Unapproved Substances and Dangerous Products or Services policiesNo penalties beyond the removal of the relevant ads
First strikeViolation of the same policy for which you’ve received a warning within 90 daysThe account will be placed on a temporary hold for three days, during which ads will not be eligible to run
Second strikeViolation of the same policy for which you’ve received a first strike within 90 days of the first strikeThe account will be placed on a temporary hold for seven days, during which ads will not be eligible to run. This will serve as the last and final notice for the advertiser to avoid account suspension
Third strikeViolation of the same policy for which you’ve received a second strike within 90 days of the second strikeAccount suspension for repeat violation of our policies

Warnings and strikes will be issued for violations starting September 2021.