Google updates YouTube and Discover ad requirements for clarity

Google announced a comprehensive reorganization of its YouTube and Discover Feed ad requirements on September 30, 2025. According to the company, the update was made "solely to provide clearer guidance to advertisers and no changes were made to the policy enforcement scope."

The restructured policy document maintains all existing restrictions while improving how information is presented to advertisers. Google noted that translated versions of the Advertising Policies Help Center exist, though the English version remains the official language for policy enforcement.

Existing policy framework remains unchanged

The updated requirements continue to prohibit several categories of content across YouTube and Discover Feed placements. Ads containing exaggerated or inaccurate claims remain disallowed, including promises of overnight financial success, misleading price claims, or false health guarantees. The policy specifically targets content that creates unrealistic expectations, such as advertisements promising "$5,000 in 5 minutes" or guaranteeing unlikely outcomes for products.

Content featuring negative events and imagery faces continued restrictions. According to the document, ads showing funerals with people weeping, distressing accident footage, or intentionally scary material are not permitted. The policy prohibits dramatized or animated content that is "excessively gory, realistic, or gruesome," including detailed presentations of body parts, cadavers, or exposed internal organs.

Medical and health-related advertisements must avoid disturbing imagery. The requirements prohibit ads showing medical or dental surgery procedures with blood, guts, gore, or bodily fluids. Close-ups of infections, visible pus, or rashes also fall outside policy compliance. However, advertisements for weight loss, hair loss, or skin conditions remain acceptable if the imagery is not disturbing.

Professional media receives modified evaluation

Google applies different standards when reviewing advertisements containing content from professional media sources. Movies, TV shows, video games, literature, and theater productions receive "a contextual review" rather than blanket policy application. The document states this modified standard is "not a blanket policy exception."

To qualify for this adjusted evaluation, advertisements must clearly identify the source media. Google requires explicit mention of the name or title so viewers understand the context. Amateur or self-published media does not qualify for modified review standards.

The advertising platform has faced ongoing scrutiny over content moderation practices. The clarified requirements come as platforms balance advertiser needs with user experience protection.

Prohibited content categories detailed

The reorganized policy document provides extensive examples of prohibited content across multiple categories. For racy content, advertisements featuring nudity or sexually suggestive topics remain banned. This includes visible genitalia, exposed female breasts, sexually suggestive poses, and dating promotions using language like "hook-up" or "no strings attached."

Recreational drug content faces strict limitations. Ads showing sale, consumption, or glorification of recreational drugs, cannabis products, nicotine items, or drug accessories like bongs and pipes are not permitted. Educational campaigns about preventing addiction may proceed if they avoid explicit or sensationalized imagery.

Language restrictions prohibit obscene, profane, or offensive expressions and gestures. The policy covers all translations, variations, and misspellings of inappropriate language, including hand gestures. Derogatory language that incites hatred or promotes discrimination against individuals or groups faces similar restrictions.

Sensitive applications face additional barriers

Application advertisements targeting YouTube and Discover Feed must meet specific requirements beyond standard Google Ads policies. Social applications containing adult content, those primarily designed for meeting new people, or apps facilitating dating and relationships cannot use these placement options.

Limited exceptions exist for sensitive applications meeting three conditions: no live stream features, no live chat capabilities with strangers, and no racy or suggestive content. These restrictions apply to both the application itself and any promotional materials.

Review process and appeals outlined

Google employs both automated systems and human reviewers to evaluate ad compliance. After creation or editing, advertisements enter automatic review where content and associated assets undergo examination. Compliant ads receive "Eligible" status and begin running. Non-compliant advertisements change to "Disapproved" status, triggering notification to advertisers.

Advertisers may appeal disapproval decisions directly through Google Ads accounts using Policy Manager. The document notes that "appeals may not be available in all circumstances, such as in the case of certain court-ordered removals." Support contact remains available for additional assistance.

Quality standards maintained

All YouTube and Discover Feed advertisements must satisfy Google Ads Editorial standards. Assets lacking clarity, proper spelling, or appropriate capitalization face disapproval. Blurred, distorted, or poorly cropped images fail to meet quality requirements.

The policy provides troubleshooting guidance for common disapproval reasons. For exaggerated claims, Google recommends removing guarantees of outcomes, maintaining transparency about products or services, and avoiding absolute claims or high-pressure language. Instead of "Cure baldness in a week," the policy suggests alternatives like "Hairstyles and tips for thinning hair."

For improper content issues, advertisers should use neutral imagery, present sensitive topics factually without distressing visuals, and ensure news or documentary context remains clear. Health product advertisements should focus on positive outcomes rather than negative conditions, using respectful imagery that avoids making viewers self-conscious.

YouTube Masthead receives heightened scrutiny

YouTube Masthead ads, which appear at the top of the YouTube homepage, face the most restrictive requirements. As "the most prominent Google advertising placement available to advertisers," these ads must comply with all Google Ads policies, YouTube and Discover Feed requirements, and additional Masthead format requirements.

Google reviews each Masthead ad asset for compliance with standards that "may be more restrictive than the ad requirements for other platforms and surfaces." Disapproved Masthead assets may continue running on other Google-owned properties even if they cannot serve in the premium homepage position.

Policy context and enforcement scope

The September 30 update represents the latest in a series of ongoing policy refinements. Google has been adjusting its advertising policies throughout 2025, addressing various categories including gambling regulations, healthcare advertising, and cryptocurrency content.

The company emphasized that this particular update involved no substantive changes to enforcement. The reorganization focused entirely on presentation, readability, and explanation clarity. Advertisers operating within previous policy parameters should experience no disruption from the documentation changes.

Timeline

• September 30, 2025: Google announced reorganization of YouTube and Discover Feed ad requirements
• August 14, 2025: Google reorganized dishonest behavior policy without enforcement changes
• August 13, 2025: Google removed Syria from advertising sanctions list
• August 6, 2025: Google Ads API v21 introduced AI Max and campaign transparency tools
• May 2, 2025: Google updated Ads Transparency policy to show who pays for ads
• April 22, 2025: Google rolled out policy center improvements
• April 7, 2025: Google clarified ad account suspension policies with no enforcement changes
• March 27, 2025: Digital ad libraries addressed industry transparency demands
• January 15, 2025: Google tightened advertising rules to protect minors across platforms

Summary

Who: Google reorganized its advertising policy documentation for YouTube and Discover Feed placements.

What: The company restructured and clarified its ad requirements without changing enforcement scope. All existing content restrictions remain in place, including prohibitions on exaggerated claims, negative imagery, improper content, sensitive applications, and quality issues.

When: The update was posted on September 30, 2025.

Where: The changes apply to advertisements running on YouTube and Google's Discover Feed across all regions where these placements are available.

Why: Google made the update to provide clearer guidance to advertisers through improved readability and explainability. The company stated the changes were made "solely to provide clearer guidance" without modifying the underlying policy enforcement scope.