Google has announced an update to its ad inappropriate content policy to better address ads served during or about sensitive global events.
The new policy will take effect in February 2024 and will more clearly define what constitutes a “sensitive event” in order to prohibit certain exploitative or insensitive ads.
Definition of sensitive events
According to the updated policy, a sensitive event is defined as an unforeseen or unexpected situation that poses a significant risk to Google’s ability to provide relevant and high-quality information while reducing insensitive content in featured and monetized features.
Sensitive events include those with a significant social, cultural or political impact, such as civil emergencies, natural disasters, public health crises, terrorism, conflict or mass violence.
During these events, Google may take steps to address risks related to misinformation, fraud, price gouging, and other predatory practices.
Exploitative practices prohibited
The updated policy provides the following examples of prohibited ads:
Price reduction: Advertisements for products or services that artificially raise prices during crises or prohibit access to vital supplies.
Misdirected traffic: Advertisers are prohibited from using keywords related to a sensitive event to generate additional, unrelated traffic to their content.
Blame the victim: Ads that claim that certain victims do not deserve support will be banned.
Google’s commitment to responsible advertising
Google’s update to its inappropriate content policy for ads aims to strike a balance during major global events.
On the one hand, the company seeks to provide access to timely information and maintain the revenue streams that support online content and services. However, Google is facing increasing demands to limit misinformation and exploitation on its advertising platforms.
The expanded restrictions on sensitive events show Google’s continued efforts to address these issues.
For advertisers and publishers, changing policies require a lot of attention to comply with. And for users, it’s important to see how well the rules stop harmful ads when they matter most.
Featured Image: Shutterstock/Chay_Tee
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