Fix Your Google Ads
Video Requirements
Violation

Google Video Ads (YouTube ads, Discovery ads, and most video formats on the Google Display Network) require your video to be hosted on YouTube. You cannot use a Vimeo link, a self-hosted MP4, or any other video platform. The video must be uploaded to your YouTube channel and the YouTube video URL must be used when setting up the ad in Google Ads. If your video is not on YouTube, upload it there first.

A video set to "Private" on YouTube cannot be used as an ad — Google's system cannot access it and will return an error. "Unlisted" is acceptable and is actually recommended for ad-only videos because it means the video will not appear in public search results but is still accessible via the link. "Members Only" and "Scheduled" videos are also not usable as ads until they are made public or unlisted.

Different video ad formats have specific duration requirements. Skippable in-stream ads must be at least 12 seconds long (and ideally under 3 minutes). Non-skippable in-stream ads must be exactly 15 or 20 seconds — not more, not less. Bumper ads must be 6 seconds or under. In-feed video ads have no strict minimum but should be long enough to be meaningful. Check which format you are using and verify your video matches the required duration.

Google's video ad formats support specific aspect ratios depending on placement. Standard in-stream and in-feed ads require 16:9 widescreen. Vertical video ads for YouTube Shorts require 9:16. Square (1:1) may be accepted in some formats. Unusual aspect ratios — like 4:3, 3:2, or heavily cropped portrait videos — can cause technical rejections. Export your video in the correct ratio for the placement you are targeting.

Videos with a completely silent or missing audio track are flagged as technically incomplete in many Google Ads formats. If your video is intentionally silent (for example, a purely visual brand film), this may be acceptable — but a video that appears to have audio (mouth movements, music visuals) but has no actual audio is treated as a technical fault. Check that your audio renders correctly when the video is played on YouTube.

After uploading to YouTube, watch your video in full at the highest available quality setting to confirm it plays back correctly. Look for corrupt frames, freezing, encoding artefacts (heavy pixelation or blocky distortion), or audio sync issues. If any of these are present, re-export and re-upload the video before using it in an ad. A video that plays incorrectly will be flagged or disapproved.

Any profanity, hate speech, slurs, or discriminatory language anywhere in your video — spoken by a presenter, in a voiceover, embedded in music lyrics, or displayed as on-screen text — will cause the ad to be disapproved. This includes content that is bleeped out. Check not just the main audio but also any background music or other audio layers in your video for inappropriate language.

Video ads must not show graphic violence, gore, distressing medical imagery, or any content that could reasonably disturb viewers. This includes videos that use "shock tactics" — showing horrifying before-and-after imagery, extremely graphic accident footage, or upsetting content to drive clicks. Even if the intent is to highlight a problem your product solves, the content itself must not be disturbing.

Video ads must be appropriate for a general audience. Content that is sexually suggestive — including revealing clothing used in a suggestive way, sexual innuendo in the script or visuals, or any reference to adult products or services — will cause the ad to be disapproved. Even if the nudity or suggestion is mild by other standards, Google's video ad policy is stricter than what might appear in a television commercial.

Video ads are held to the same truth-in-advertising standards as text ads. Any claim made in your video — spoken, shown on screen, or implied — must be accurate and verifiable. "Lose 20 pounds in 2 weeks guaranteed," "The world's most effective product," or "Clinically proven" without a specific study to reference are all examples of claims that will trigger a disapproval. Review every claim in your script and ensure each one can be substantiated.

Certain product categories are either completely banned from video advertising or require special Google certification before you can run ads. These include: tobacco and e-cigarettes, firearms and weapons, gambling and online casinos, certain healthcare products, and alcohol (which has additional content restrictions). If your video shows or mentions any of these, check whether you have the required certification for your country and ad type.

Using fake news tickers, simulated breaking-news graphics, official-sounding alert tones, or government-style presentation in your video ad to make it appear more authoritative or urgent is misrepresentation. This applies even if you add a disclaimer somewhere in the video. The overall impression of the video must not suggest it is a real news report, government announcement, or emergency alert.

This is the single most common cause of video ad disapprovals. Using any popular song, background track from a stock site without the correct commercial ad licence, or music you simply downloaded for free will trigger a copyright claim. The licence you need for a paid video ad is specific — it must allow "commercial advertising" or "paid promotion." Licences from sites like Epidemic Sound, Artlist, or Musicbed typically cover this. Verify the exact terms of your licence before using any music in an ad.

Some music licences are valid only in specific countries or regions. If you are running a global campaign or targeting multiple countries, your music licence must cover all of those territories. A licence valid for the UK only does not cover your ad running in Australia or the US. Check the geographic scope of your music licence and adjust your campaign targeting accordingly.

If a third-party voice artist recorded the voiceover for your ad, you need a written agreement that grants you the right to use that recording in paid advertising. Simply paying for a voice recording does not automatically include commercial advertising rights. Make sure your contract specifically states the recording can be used in paid video advertising.

Video ads that begin at an extremely high volume, use sudden loud audio bursts, or deliberately use jarring sound effects to startle viewers into paying attention are considered a poor ad experience. Google's video ad guidelines discourage this type of audio design. Keep your audio at a consistent, moderate level throughout the ad.

Using sounds that resemble emergency service sirens, Amber Alerts, EAS tones, or any official warning signals in your video ad is prohibited. These sounds cause genuine alarm in viewers and are considered deceptive because they imply a real emergency. Remove any such sounds from your video.

Text displayed in video ads is subject to the same editorial rules as text ads. Words in all capitals ("BUY NOW!!!" or "BEST PRICE EVER"), multiple exclamation marks, repeated punctuation, or decorative symbols (★★★) are not allowed — whether they appear in the main ad copy or as on-screen text overlaid on the video. Review every text element that appears on screen and apply the same standards as you would to your ad headlines.

Showing a competitor's logo, using another brand's trademark as part of a comparison, or displaying any copyrighted visual element in your video without written authorisation is a copyright violation. This includes product packaging with visible brand names (unless you own or sell that product), brand characters, and iconic imagery owned by other companies. Review every visual element in your video for third-party intellectual property.

Anyone whose face, voice, or clearly identifiable likeness appears in your video ad must have provided written consent for that use in paid advertising. This applies to professional actors, friends, employees, and even people caught in the background of a shot. A model release for "personal use" or "social media use" is not sufficient — the release must specifically permit commercial advertising.

Using footage, photos, or recreations of well-known people in your video ad — even if the footage appears to be publicly available — implies an endorsement they have not given. This violates Google's policy on impersonation and misrepresentation, as well as many countries' right-of-publicity laws. The only exception is factual news reporting or genuine testimonial from someone who has specifically agreed to appear in your paid advertising.

Rapidly flashing or strobing visual effects — particularly those that flash more than three times per second or rapidly alternate between high-contrast colours — can trigger seizures in viewers with photosensitive epilepsy. Google's video ad guidelines prohibit this type of visual content. Check your video for any flash effects, rapid cuts between very bright and very dark frames, or strobe lighting used as a stylistic effect.

Video footage downloaded from stock sites (Shutterstock Video, Getty Images, Adobe Stock, Pexels, Pixabay) often comes with different licence tiers. Footage licensed for editorial or personal use cannot be used in paid advertising. Check the licence of every piece of stock footage and every stock image used in your video and confirm it specifically allows "commercial advertising" use. If in doubt, upgrade to the correct licence tier.

YouTube channel strikes, active copyright claims on your channel, or violations of YouTube's Community Guidelines can prevent your videos from being used as ads — even if the specific video in question has not been flagged. Check your YouTube Studio for any alerts, strikes, or warnings on your channel. Resolve all outstanding issues before attempting to run video ads. A channel in poor standing will cause video ads to be disapproved regardless of the video's own content.