Google Expands Ad Restrictions to All Products by 2028

Google has expanded its Limited Ad Serving policy to cover all Google Ads products. The change, which is part of a phased enforcement running until 2028, will affect advertisers who do not meet certain qualification factors. According to Google's documentation, the company will use seven signals to decide whether an advertiser is qualified: account attributes, user activity and reports, account maturity, ad format usage, history of policy compliance, advertiser industry, and advertiser verification status.

Advertisers who are deemed unqualified may see their ads limited in terms of impressions. Google has not published a timetable for individual accounts, but says that the restriction will be enforced gradually over the next several years. Unqualified advertisers will receive an in-account notification and appeals can be made through a dedicated form.

The policy change is part of Google's efforts to improve user experience on its platforms. The company has stated that it may consider an advertiser unqualified if users have persistently reported that their content, products, or behavior do not meet expectations.