Google to update AdMob & AdSense Program Policies


Google will introduce a new Sensitive Events policy into the AdMob & AdSense Program Policies in February.

Why we care. Without Google’s permission, non-compliance with policies may result in the disabling of ads serving on your site as well as the deactivation of your AdSense account.

What is a Sensitive Event? A Sensitive Event is an unforeseen situation that poses a significant risk to Google’s ability to:

  • Provide high-quality, relevant and accurate information.
  • Reduce inappropriate content in key and monetized features.

Examples of Sensitive Events include events with significant social, cultural, or political impact, such as:

  • Civil emergencies.
  • Natural disasters.
  • Public health emergencies.
  • Terrorism and related activities.
  • Conflict.
  • Mass acts of violence.

Banned content. Google published a non-exhaustive list explaining the type of material it prohibits during Special Events:

  • Products or services that exploit, dismiss, or condone the Sensitive Event, including price gouging or artificially inflating prices that prohibits/restricts access to vital supplies; sale of products or services which may be insufficient for the demand during a sensitive event.
  • The use of keywords related to a sensitive event to attempt to drive additional traffic.
  • Claims that victims of a sensitive event were responsible for their own tragedy or similar instances of victim blaming; claims that victims of a sensitive event are not deserving of remedy or support; claims that victims from certain countries were responsible or deserving of a global public health crisis.

What’s changing? Moving forward, Google will take actions to address the risks that arise during Sensitive Events to improve its ability to serve high-quality, truthful information. However, the specific actions are yet to be confirmed.


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Deep dive. Read the AdMob & AdSense Program Policies in full for more information.


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About the author

Nicola Agius

Nicola Agius is Paid Media Editor of Search Engine Land after joining in 2023. She covers paid search, paid social, retail media and more. Prior to this, she was SEO Director at Jungle Creations (2020-2023), overseeing the company’s editorial strategy for multiple websites. She has over 15 years of experience in journalism and has previously worked at OK! Magazine (2010-2014), Mail Online (2014-2015), Mirror (2015-2017), Digital Spy (2017-2018) and The Sun (2018-2020). She also previously teamed up with SEO agency Blue Array to co-author Amazon bestselling book Mastering In-House SEO.



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