Last Week, Google Inc. (“Google”) announced its plan to ban AdWords ads for payday loans and related products.

How will the ban affect your AdWords ad campaign?

Advertising Program Terms and AdWords Policies

Google’s advertising programs, including Google AdWords and Google Display Network, are broadly regulated. The Google Inc. Advertising Program Terms and AdWords Policies contain a wide range of restrictions concerning users’ advertising practices and ads placed through the Google network. These include a number of content-based regulations for Display and AdWords ads, including restrictions for ads featuring

  • Adult-oriented content;
  • Alcoholic beverages;
  • Gambling-related content;
  • Healthcare-related content; and/or
  • Third-party copyrights/trademarks.

Google’s AdWords Policy Team can suspend or cancel the ad campaigns of advertisers suspected of violating these terms at any time.

Forthcoming Ban of AdWords Ads for Payday Loans

Last Wednesday, Google’s Director of Global Product Policy David Graff announced that Google’s advertising systems (e.g., Google AdWords, Google Display Network) will ban ads for loans:

  • requiring repayment within 60 days of the date of issue; and/or
  • with an APR of 36% or higher.

The new policy is scheduled to take effect on Wednesday, July 13, 2016. According to Mr. Graff, Google’s prohibition of payday loan ads “will not affect companies offering loans such as Mortgages, Car Loans, Student Loans, Commercial loans, [or] Revolving Lines of Credit (e.g. Credit Cards).”

Help! My AdWords Ad Campaign Was Suspended!

In our experience, it is not uncommon for the Google AdWords Policy Team to suspend an advertiser’s AdWords account without warning – and with little or no stated justification – for alleged violations of the AdWords Policies or Google Inc. Advertising Program Terms. Once the Policy Team levies such a suspension, it is crucial that affected advertisers take proper remedial action, submit well-drafted appeal correspondence and, if necessary, approach Google’s Legal Department through appropriate channels. A digital advertising attorney with experience resolving Google AdWords disputes can be an invaluable asset throughout this process.