Google is taking a stricter stance against advertisers that repeatedly break its rules with a new system to ban advertisers that promote “dishonest behavior” and “dangerous products,” among other violating content.
On Tuesday, Google made changes to its policies that target advertisers that dabbled in bad behavior, but didn’t necessarily trigger bans under its older policies. The latest policies open a new tier of penalties for repeat offenders, who previously had ads removed but were able to keep their accounts active. Now, after a warning and three more strikes, advertisers could face account termination.
“Our goals are to increase accountability for advertisers and to also encourage them to learn more about our advertising policies to prevent future violations, creating a better overall experience,” Brett Kline, Google product manager, wrote in a blog post on Tuesday.
Google’s policies affect any advertiser using Google Ads, including Google Display and Video 360, Google’s advertising help site said.