What Google means by misuse of ad features
Direct answerGoogle disapproves ads and assets that do not use the ad unit for its intended purpose. The misuse of ad features examples include a URL field used as extra text, a visible ValueTrack tag, a text ad missing a line, and an animated ad that is a prize game. Audio and video may be included only if they start off or paused. A warning is issued at least 7 days before suspension.
The examples on the page
- Ads that do not contain promotional content.
- Text ads missing a line of text.
- Using the URL field as an additional line of text.
- Animated ads that include a game or contest people play in order to win prizes or other compensation.
- Ads that tell people to win a game or contest, or to claim a prize, by clicking.
- A screenshot of a text ad, used to simulate a real text ad.
- ValueTrack tags left visible in the ad text.
- Uploaded HTML5 ads with modified clickability. The page names Tap Area in Google Web Designer and Javascript Exitapi.exit().
Interpretation: an animated product demo is not described in the game examples. A demo that keeps a prize behind the click is the example. The page does not publish a list of allowed animations.
Sound and video
Audio and video are acceptable. The default must be off or paused. Policy, not a suggestion: that sentence is in the not-allowed section, as the condition that keeps audio and video out of the ban. An ad that starts with sound is outside that condition.
Blurry or flashing creative is image quality, not this field-misuse rule. Fix the feature the label names. Saving a sharper image will not hide a ValueTrack tag.
Sources
Reviewed October 8, 2026. Policies change. This is not legal advice.
Frequently asked questions
Can a display ad include a playable game?
Not if people play it to win a prize or other compensation, and not if the ad tells them to win a contest or claim a prize by clicking. The page does not ban every animation. It bans using the ad unit as the game or the prize claim.
Can video start with sound?
Audio and video are acceptable. The default setting must be off or paused. Autoplay with sound is not the default the page allows.
Is a missing description this policy?
Yes. Google’s examples include text ads missing a line of text, ads that contain no promotional content, and using the URL field as another line of ad text. A screenshot of a text ad, used to look like a real text ad, is also named.
Check the fields before the unit is misused
LaunchGuarding can scan ad text for a phone number, a raw tracking tag, or a prize claim before the ad is submitted.