Google Ads is launching a new policy to protect users from scams and misleading ads on its platform. The policy will affect advertisers that target specific brands in their campaigns but do not have a clear relationship with them.
Google Ads will limit the impressions of such advertisers until they prove their trustworthiness and relevance.
The policy, called Limited Ads Serving, will have a “get-to-know-you” period for new or unfamiliar advertisers. During this period, Google Ads will evaluate their track record based on user feedback, advertising history, and advertiser identity verification.
Google Ads will also provide them with guidance on how to create clear and helpful ads that match their domain and brand identity.
The policy aims to curb bad actors who try to deceive or confuse users with their ads while giving legitimate advertisers time to establish their branding strategies on the platform.
Google Ads said implementing stricter ad policies could build user trust and confidence, which could benefit both users and advertisers.
Google Ads will notify the advertisers affected by the new policy and help them meet the requirements to reach the “qualified status”. The policy will be rolled out slowly and gradually expanded to cover more scenarios and regions.
A Google Ads spokesperson told Search Engine Land that the policy was designed to keep the platform open to new advertisers and give them the opportunity to deliver a helpful experience.