Google Advertising Guidelines

AdWords Creative Guidelines

Advertising must use proper grammar and spelling, although commonly misspelled words like 'lite,' and 'tonite' are allowed. Ads cannot make claims regarding competitors, unless these claims are substantiated in the landing page linked from the ad. Comparative and subjective phrases using words like 'best' or '#1' are seldom allowed unless you have third-party verification that your service or product is better than all others. Claims of affiliation with Google are also not allowed in an ad.

Content Guidelines

Both AdWords and AdSense have an extensive list of topics that are not allowed in ads, pages containing ads, including links to other pages or websites with such content. A few examples of inappropriate content include gambling, adult sexual services, tobacco products, alcohol, drugs and drug paraphernalia, the promotion of violence, racial intolerance and illegal activity. Violation of content policies can result in rejection of ads, domains disabled from the advertising programs, account suspension and a lifetime ban for any of your domains from Google's advertising programs.

AdWords Site Guidelines

The displayed web address in an ad must be consistent with the link. Google rates landing pages (the page visitors go to when clicking on an ad) for quality. Landing pages should have original content that is relevant to the ad, be transparent in its purpose, and easily navigable. Landing pages must not use pop-ups that hinder navigation away from the page. Self-closing pop-up pages, pop-under pages, fake system warnings, or timed pop-ups are also prohibited. Visitors must also be able to navigate from the landing page by clicking the browser 'back' button with one click. Pages containing malware are also prohibited.

AdSense Site Guidelines

Web pages using Google AdSense must not encourage visitors to click on ads. This includes offering special incentives to visitors or using deceptive methods to get clicks like using arrows pointing to ads. Webpages cannot contain content protected by copyright unless the publisher has the legal right to do so. Publishers cannot use paid-to-click programs for their websites, or use spam emails to get traffic to their sites. AdSense code cannot be altered. Ads cannot be placed in inappropriate places like pop-ups. Publishers must also provide privacy and disclosure information to visitors regarding the use of advertising cookies placed in visitors' browsers.