In September 2021, Google will test a new strike-based beta program for repeat offenders of Google’s ad policies. The triple ad policy system will have increased levels of penalty, but before strikes, you will receive a warning first.
Google Ads 3 Strikes System for Publishers
This advertisement is part of the Google Ads application system and policies regarding enabling dishonest behavior, unapproved materials, and dangerous products or services. To that end, it will start directing strikes for advertisers. However, before the first warning, Google will issue a warning about advertiser policy violations. If the advertiser persists in these violations, he will start receiving warnings.
Violations will be delivered via email and in-account notifications to deter repeat violations and encourage compliance. However, advertisers can appeal any executive decision.
Google uses automated and human evaluation to detect violations of Google’s advertising policies and to review information from various sources. This includes your ads, accounts, content, user complaints, consumer reviews, and regulatory warnings and provisions.
Here is the exact strike system that Google will implement in September without any explanation.
It is important to note that strikes have timetables. According to Google, the violations will remain on your Google Ads account for 90 days. For the first and second hit, you have a chance to correct any violation. After correction, you must submit an acknowledgment form to resume displaying ads. If the account is in good standing for 90 days without additional violations, the violation will expire.
On the other hand, accounts suspended after a third offense cannot run any ads or create new content unless the suspension is successfully resumed.
Regarding violations, Google will suspend your Google Ads accounts immediately and without notice due to the flagrant violation. According to Google, “… this is a violation so serious that it is illegal or causes significant harm to our users or our digital advertising system. Serious violations often reflect that the advertiser’s business generally does not comply with Google’s advertising policies or that there is one severe violation The risk is such that we cannot risk future exposure to our users.”
Google goes on to say that it limits this action to cases where it is the only way to effectively prevent illegal activity and/or significant harm to the user.
The goal of this policy is to clean up the Google Ads ecosystem. Although it is a bit idealistic in this aspect, the obvious consequences of offenders can deter bad actors from abusing these policies. However, there are many false accusations that lead to the strike of innocent advertisers. And while these strikes can be fixed, it’s another problem that small business owners have to deal with.
Again, this is part of Google’s policies for deceptive behavior, unapproved substances, and dangerous products or services. And in the end, it will serve consumers from falling victim as well as get rid of advertisers with bad intentions.