💡 What Is the "Legal Requirements" Policy?
Google's Legal Requirements policy is a broad category that covers everything an advertiser must do simply to comply with the law and Google's baseline standards. This includes copyright and trademark rules, user data privacy laws (like GDPR), editorial quality standards, non-deceptive business practices, counterfeit product rules, dangerous products, and country-specific legal restrictions. Unlike some specialised policies, Legal Requirements apply to almost every advertiser — not just specific industries. This checklist walks you through every area systematically so nothing is missed.
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Confirm you own or have a valid licence for every image used in your ad and landing page
Every photograph, illustration, graphic, or icon you use in your ads or on your landing page must be either created by you, purchased from a stock image site with a commercial licence, or licensed for advertising use. Free images from Google Image Search are NOT licensed for commercial advertising use by default. Use only images from sites like Shutterstock, Adobe Stock, Unsplash (with correct licence), or your own original photography.
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Do not use another company's trademark, brand name, or logo in your ad without authorisation
Using a competitor's brand name, a well-known product name, or a recognisable logo in your ad without written permission from the trademark owner is a trademark infringement violation. This includes using brand names as keywords in the ad text itself (though competitor keywords are handled differently in Google's keyword policy). In your actual ad copy and images, do not reference trademarks you do not own.
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Remove any copyrighted text, song lyrics, book excerpts, or film content from your ads or landing page
Copying substantial text from books, articles, song lyrics, scripts, or other copyrighted works — even short excerpts — without permission is a copyright violation. This includes quotes from well-known speeches, passages from books used as marketing copy, or film dialogue used in video ads. Write all your own content or obtain explicit written permission from the copyright holder.
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If you sell products that incorporate third-party intellectual property, confirm you have the required licence or reseller agreement
Selling products that feature a brand's logo, a character from a film or TV show, or licensed artwork requires you to hold an official licence or reseller agreement. Example: selling phone cases with Disney characters printed on them requires a licence from Disney. Without it, both the sale and the advertising of such products violates Google's policy and copyright law.
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Do not use the Google name, logo, or any Google product branding in your ad without explicit permission
Google's own name, logos, and product names (Gmail, YouTube, Google Maps, etc.) are registered trademarks. You cannot use them in your ad headlines, descriptions, or images to imply partnership with, approval from, or endorsement by Google. Example: "Rated best by Google" or an ad that displays the Google logo alongside your product is not permitted.
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Ensure your website does not embed or display copyrighted video or audio content without a valid embed licence
Embedding YouTube videos on your landing page is fine if the video owner allows it. However, playing unlicensed music in the background of a video ad, or embedding streaming content from third-party platforms without authorisation, is a copyright violation. Only use music and video content for which you hold a commercial advertising licence.
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Confirm that every product you advertise is genuine — not a counterfeit or unauthorised replica
Advertising counterfeit goods — products that copy a well-known brand's design, logo, or packaging without being officially made or licensed by that brand — is completely prohibited on Google and is illegal in most countries. This applies even if your listing uses words like "inspired by," "replica," "dupe," or "fake" — these phrases do not make counterfeit advertising acceptable.
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Do not sell or advertise products that are designed to pass off as a genuine branded product
A product that uses a slightly altered version of a famous brand's logo, packaging design, or product shape — designed to trick buyers into thinking it is the real product — is still a counterfeit under Google's policy. The test is whether a reasonable person could be confused into thinking the product is the genuine branded item. If there is any possibility of confusion, do not advertise it.
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If you are an authorised reseller or distributor, make your authorisation visible on your website
Authorised resellers of genuine branded products are allowed to advertise those brands. If you are an official reseller, display your authorisation certificate or dealer agreement reference on your website — this helps Google's reviewers quickly confirm your status and reduces the chance of a counterfeit flag on legitimate reseller activity.
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Do not advertise products described as "replica," "copy," "fake," "clone," or "inspired by" a well-known brand
Explicitly advertising that a product is a replica or copy of a luxury or well-known brand is not a workaround — it is still a counterfeit violation. "Replica Rolex watches," "Designer handbag dupes," or "Louis Vuitton-inspired bags" are all prohibited. Only sell and advertise products that stand on their own merits without referencing another brand's identity.
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Add a clear and detailed Privacy Policy to your website and link it from every page footer
A Privacy Policy is a legal requirement in virtually every country where Google operates — and a mandatory requirement for Google Ads approval. Your Privacy Policy must explain: what personal data you collect (name, email, IP address, cookies, etc.), why you collect it, how you store it securely, who you share it with, how long you keep it, and how users can request access to or deletion of their data. A vague one-liner does not satisfy this requirement.
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Ensure your website is HTTPS-secured — not plain HTTP
Any website that collects user data — even just a contact form or email sign-up — must use HTTPS encryption. Check that your website URL starts with "https://" and displays a padlock icon in the browser address bar. Google Ads will not approve landing pages that collect data over an insecure HTTP connection. Contact your web hosting provider to install an SSL certificate if this is not already in place.
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If you target EU/UK users, comply with GDPR — including cookie consent banners
GDPR (General Data Protection Regulation) applies to any website targeting users in the EU or UK, regardless of where your business is based. This means: displaying a cookie consent banner before any non-essential cookies are set, obtaining explicit consent for marketing emails, and giving users the right to access, correct, and delete their data. Running Google Ads without GDPR compliance for EU/UK audiences puts you at legal risk and violates Google's policies.
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Do not collect more personal data than is necessary for the service you provide
Asking for a user's date of birth, income level, national ID number, or medical history on a simple contact form when none of that information is needed to deliver your service is an over-collection violation. Only ask for the data you genuinely need. This principle — called "data minimisation" under GDPR — is a core legal requirement and a Google policy requirement for data collection in ads.
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If you use Google Ads conversion tracking or remarketing tags, update your Privacy Policy to disclose this
Using Google's conversion tracking pixel or remarketing tags on your website means you are using cookies to track user behaviour for advertising purposes. Your Privacy Policy must explicitly mention that you use Google Ads tracking technologies, what data they collect, and how users can opt out. The Google Ads Help Centre provides approved disclosure language you can add to your Privacy Policy.
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If targeting California users (US), comply with CCPA — California Consumer Privacy Act
If any of your ad targeting includes California-based users, the CCPA applies. You must: inform users of their right to know what data is collected, their right to delete it, their right to opt out of the sale of their data, and your Privacy Policy must include a "Do Not Sell My Personal Information" link. Non-compliance with CCPA while advertising to California users violates both US law and Google's policies.
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Ensure your ad text does not contain factually false or misleading statements about your product or service
Every factual claim in your ad must be true and verifiable. Claims like "Used by 10 million people" when your actual user base is 10,000, "Winner of the 2024 Industry Award" when you did not win that award, or "Scientifically proven" when no relevant science backs your product are all misleading statements. Remove or correct every factual claim that you cannot prove with reliable evidence.
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Remove any fake urgency, fake scarcity, or false countdown timers from your ads and landing page
Countdown timers that reset every time the page is loaded, "Only 3 left in stock!" messages on products that are always available, or "Offer ends in 1 hour!" banners that never actually expire are deceptive tactics. Google considers persistent fake urgency or scarcity to be a misleading content violation. Only use time-limited or stock-limited language when genuinely true.
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Do not use fake news article formats, fake blog posts, or fake editorial content to disguise ads
Ads or landing pages styled to look like independent news articles, unbiased review blogs, or editorial content — when they are actually commercial advertising — are deceptive. This includes fake "news report" style ads claiming a product was featured on BBC or CNN, fake "personal blog" stories that are actually paid advertisements, and fake review sites that only ever recommend your product.
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Do not fabricate or use fake customer reviews or testimonials
Inventing customer reviews, paying for fake reviews without disclosure, or using real reviews that have been selectively edited to remove negative context are all deceptive practices prohibited by Google's policy and by consumer protection law in most countries. Only use genuine, verifiable customer testimonials. If using paid endorsements, disclose that clearly.
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Ensure your ad's Display URL, business name, and landing page are consistent — no hidden identity
Your ad must clearly represent the business it comes from. The Display URL must reflect your real website domain, the business name shown must match your actual company, and the landing page must make it clear which company is behind the offer. Disguising the true identity of an advertiser — known as "cloaking your business identity" — is a serious editorial and legal violation.
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Your ad must clearly be an advertisement — not disguised as organic content, a news story, or a personal recommendation
Ads that are deliberately formatted or worded to look like organic search results, genuine social media posts, or personal recommendations — rather than clearly identifiable advertisements — violate both Google's editorial policy and consumer protection law. Your ad must be recognisably an ad to a reasonable viewer.
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Confirm your product is not on Google's list of completely prohibited products
Google completely prohibits advertising for: weapons designed to injure or kill (guns, explosives, certain knives), illegal drugs and drug paraphernalia, products that facilitate illegal surveillance (stalkerware, spy apps), counterfeit documents (fake IDs, fake degrees), malicious software, and content that sexually exploits minors. If your product falls into any of these categories, no amount of fixing will get your ads approved — the product itself must change.
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If you sell a restricted product, confirm you have obtained the required Google certification or approval
Some products are not banned but require Google's advance approval or certification before ads can run. These include alcohol, gambling, pharmaceuticals, firearms accessories (in some countries), and certain financial products. If your product falls into a restricted category, go to Google Ads Policy Manager and check whether a certification application is required and if you have submitted one.
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Confirm your product is legal to sell in every country your ads are targeting
Some products legal in your home country are illegal in your target countries. Example: certain dietary supplements legal in the US are classified as medicines and require prescription in Germany. Certain knives legal in the UK are banned as weapons in Australia. Before targeting any country, confirm your product is legally sellable there. Advertising an illegal product — even unknowingly — violates Google's policy.
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Do not advertise products or services that facilitate illegal activities — even if the product itself is legal
A product might be technically legal, but if the primary use case being advertised is illegal, it violates Google's policy. Examples: advertising a "phone signal jammer" (the product may exist legally, but its primary use is illegal in most countries), advertising radar detectors in countries where they are banned, or marketing a legal knife as a weapon for self-defence in a jurisdiction where that use is illegal.
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Remove any content that promotes, glorifies, or trivialises violence, hatred, or discrimination
Ads or landing pages that use imagery, language, or messaging that promotes violence, incites hatred against groups based on protected characteristics (race, religion, gender, sexuality, etc.), or trivialises discrimination are prohibited. This applies even if the content was intended as humour — what matters is whether a reasonable person could find it offensive or harmful.
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Display your full, registered company name and company registration number on your website
In many countries, businesses are legally required to display their registered company name and registration number on their website. In the UK: all limited companies must display their registered company name, company number, and registered office address. In the EU: similar requirements apply under e-commerce laws. Check your country's specific requirements and make sure your website complies.
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Add a complete Terms & Conditions page to your website
While not always legally mandatory, Terms & Conditions are expected by Google's reviewers and are a best-practice legal requirement for any commercial website. Your T&Cs must cover: what you sell, how orders or bookings work, payment terms, cancellation and refund rights, liability limitations, and how disputes are handled. Link your T&Cs prominently on the landing page and in the footer.
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Ensure your business is legally registered and authorised to operate in the countries you advertise in
Advertising a business that is not legally registered or authorised to operate in its advertised territory is itself a legal violation. Confirm that your business holds all required registrations, licences, and permits for every country or jurisdiction it advertises in. This is particularly important for cross-border advertising across multiple countries.
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If required by law in your country, display your VAT or GST registration number on your website
Businesses that exceed the VAT threshold in the UK, EU, or GST threshold in Australia, India, and other countries are legally required to display their VAT or GST number on their website. For UK businesses: if you are VAT-registered, your VAT number must be displayed on your website. Check your country's specific requirements and ensure compliance before advertising.
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Add a working, monitored customer complaints and contact method to your website
Google's policies and consumer protection laws in most countries require that customers have a clear, working way to contact you with complaints or questions. Your website must provide a working email address, phone number, or contact form — and someone must actually monitor and respond to these. A contact page that lists an email address that nobody checks is not compliant.
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Review Google's country-specific advertising restrictions for every country in your targeting settings
Google maintains country-specific policy pages for dozens of product and service categories. A product or type of ad that is allowed in the UK may be prohibited in France. A financial service ad permitted in the US may be banned in Germany. Visit the Google Ads Policy Centre and filter by your target countries to confirm there are no country-specific restrictions on your ad category before running any campaign.
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Ensure your ad complies with advertising standards authority rules in every country you target
Most countries have an independent advertising standards authority that sets rules about honest, legal, and decent advertising. In the UK: the Advertising Standards Authority (ASA). In the US: the Federal Trade Commission (FTC). In Australia: the Ad Standards Bureau. Your ads must comply with the rules set by the advertising authority in every country your campaign reaches — not just the country your business is based in.
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If advertising in the EU, ensure compliance with the EU Digital Services Act (DSA) requirements
The EU Digital Services Act introduces new transparency obligations for online advertising targeting EU users. Advertisers targeting EU users must not use sensitive personal data (e.g. health, religion, sexual orientation) for targeting, must not target minors, and must comply with enhanced transparency requirements. If you use Google's audience targeting features for EU users, review the DSA requirements to confirm compliance.
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Comply with local consumer protection laws regarding refunds, returns, and guarantees in every country you sell to
Consumer protection laws governing refund rights vary significantly by country. In the EU: consumers have a legal right to a 14-day cooling-off period for online purchases. In the UK: similar rights apply under the Consumer Rights Act. Your website must accurately describe customers' legal refund and return rights — not override or misrepresent them. Advertising that implies no refund is available in a jurisdiction where a legal right to refund exists is a violation.
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Ensure any age-restricted product is only advertised to legal-age audiences in each country
Age restrictions for products like alcohol, tobacco, gambling, and adult content vary by country. The legal drinking age differs between countries. The legal gambling age differs. The age of majority differs. For every age-restricted product in every country you target, confirm what the legal age restriction is and configure your Google Ads age targeting accordingly — do not rely on a single setting across all markets.
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Verify your landing page language and content complies with local language laws in your target countries
Some countries legally require that commercial advertising and websites be available in the official language(s) of that country. In France: the Toubon Law requires commercial communications to be in French. In Quebec, Canada: French language requirements apply to commercial websites. If you are targeting these markets, ensure your landing page and ad copy meet the language requirements — advertising in English only to a French-mandated market may be a legal violation.
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Work through every section of this checklist and confirm all issues are genuinely fixed — not just noted
Legal Requirements violations span multiple categories simultaneously — copyright, privacy, product legality, editorial standards, and more. A partial fix rarely results in approval. Google's reviewers check all dimensions of compliance at once. Only submit your appeal when you have worked through and genuinely resolved every item across all eight sections of this checklist.
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Write a detailed, specific appeal message that lists every change made — section by section
In Google Ads: find the disapproved ad or policy notice → click "Appeal" or "Request Review" → in your message, document every specific change: the Privacy Policy you updated, the HTTPS certificate you installed, the copyrighted image you replaced, the fake review you removed, the country targeting you corrected, the GDPR cookie consent you added. Legal Requirements appeals are reviewed by compliance specialists — they expect specificity. Generic appeals are rejected.
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Attach all relevant documentation — licences, certifications, authorisations, or legal compliance evidence
If your violation involved a regulatory authorisation, a product licence, or a copyright permission, attach the relevant documentation to your appeal. Examples: an image licence certificate for stock photography, a reseller authorisation letter from a brand owner, a regulatory approval for a restricted product, or a GDPR Data Processing Agreement. Documented evidence dramatically increases approval rates for Legal Requirements appeals.
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If rejected after all fixes, engage a Google Ads legal policy specialist to review your entire account
Legal Requirements violations are sometimes complex because they sit at the intersection of Google's policies and actual law across multiple jurisdictions. If you have addressed everything and are still being rejected, do not keep guessing — contact Google Ads Support for a specific written explanation, and consider working with a specialist who has experience with cross-category Legal Requirements appeals. Repeated failed appeals can escalate to account-level review.
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