According to the 2021 Ads Safety Report, Google found that last year, there were as many as 3.4 billion ads blocked or removed by Google, and the number of user accounts banned has increased threefold compared to the previous year. But what are the details? And what should marketers be concerned about? Let’s explore together in this article.

3.4 Billion Ads Blocked

The top three categories of ads that Google blocked or removed most frequently are:

First is the Abusing The Ad Network category, or using the advertising network inappropriately. Google does not allow ads with content that attempts to deceive or intentionally bypass review processes, such as attempting to hide the actual website or using other techniques to conceal the website, or setting up other configurations that attempt to exploit system vulnerabilities, etc.
Second is Adult Content. Some types of adult content are prohibited for Google. The reason it says “some types” is because some ads considered to have adult content can be used if approved according to the terms, but must be displayed under certain conditions, namely prohibiting targeting minors and displaying only in limited situations, and must comply with local laws, etc.
Third is Trademark. Content containing trademarks will also be blocked by Google only when the trademark owner submits a valid complaint to Google.

An interesting observation is that comparing it to 2021,

In 2020, 3.1 billion ads were blocked or removed by Google.
In 2019, 2.7 billion ads were blocked or removed by Google.

It can be seen that the numbers have jumped significantly every year. Looking at competitors like Microsoft, there are reports stating that approximately 3 billion ads were blocked or removed in 2021. This means that if we combine the figures of these two giants, there would be a total of 6.5 billion ads removed last year.

5.7 Billion Ads Restricted Access

Some ads cannot be displayed to users due to their categorization as sensitive in terms of law or culture in certain countries. These ads include:

Trademark ads had access restricted 1.4 billion times.
Other Restricted Business ads had access restricted 511.4 million times.
Financial Services ads had access restricted 223 million times.
Healthcare and Medicines ads had access restricted 219.3 million times.
Alcohol ads had access restricted 128.5 million times.
Adult Content ads had access restricted 126.1 million times.
Gambling and Games ads had access restricted 108.1 million times.
Legal Requirements ads had access restricted 105.7 million times.
Copyrights ads had access restricted 68.6 million.

In addition, 5.6 million user accounts were suspended by Google, citing intentional attempts to evade detection. For example, creating hundreds or thousands of accounts simultaneously and attempting to use various techniques to hide the website or modify the text to make Google’s system see different content.

Blocking Fake News Ads About the COVID-19 Situation

500,000 is the number of websites that Google has blocked due to presenting fake news about the COVID-19 situation, whether it is:

Websites with content related to vaccines or testing, including price gouging of masks.
Ads related to COVID-19 that were blocked up to 106 million times.

Ukraine-Russia Situation

Since the turmoil between Ukraine and Russia erupted, not only has there been a battlefield war, but the cyber warfare front has also opened. Google has provided updates on the number of ads blocked this year, reaching 8 million. In addition, Google has also issued several additional policies regarding this situation (read more about platforms blocked in Russia).

Actions that Google considers an intentional attempt to cause confusion or harm to general users are not unusual to be banned or blocked by Google’s system. These overall figures serve as a good reminder for marketers or brands who are creating advertising campaigns. With increasingly jumping numbers every year, it is why Google is trying to elevate various prevention systems, such as the Three Strike System (read more).

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