How Google’s new restrictions affect you as an Advertiser

Recently, Google released a new set of restrictions called “Abusive Ad Experience” that come into effect from 23rd January paired with the launch of Chrome version 64.

Google will now consider as an “Abusive Ad Experience” ads which:

  • Auto-redirect the page without user action
  • Resemble system or site warnings or error messages
  • Simulate messages, dialog boxes or request notifications
  • Depict features which do not work
  • Display a “close” button that does anything other than closing the element when clicked
  • Imitating Antivirus Alerts

The following ads are also considered to go against a good “User Experience”:

  • Outstream autoplaying video ad with sound (*)
  • On mobile, flashing animated ads with rapidly changing backgrounds and colours

(*) Please note: In-stream pre-roll video ads with sound such as the video ads you can see on YouTube are accepted and compliant. ExoClick’s in-stream video ad formats are fully compliant and can still be used.

So what does this mean for you?
On interpretation of the new restrictions, essentially any banner, ad creative or landing page that features any form of fake or misleading elements will not comply with Google’s new policy.

For a long time now, ExoClick has been using a labelling system that tags advertiser’s creatives. Although we currently do not reject all ads that do not match Google’s new policy, any misleading elements on your marketing material will mean that your ad will be labelled as containing such elements.

As we expect most of our publishers to comply with Google restrictions by blocking the relevant labels, your ads will automatically be blocked on those ad zones.

Here are some examples of ad creatives that will be labelled as misleading and considered non-compliant by Google:

Imitating Video Players


Imitating Site Pagination


Imitating Close/X/Cancel Options


Imitating Download or Play Buttons


Imitating Fake Chat Box


Rapidly Flashing Elements


Imitating browser alerts


Imitating Antivirus Alerts


ExoClick’s recommendation
To avoid losing traffic for your campaigns, we highly recommend that you immediately consider sourcing new marketing material without any misleading elements and comply with Google’s new restrictions.
Please do not hesitate to contact our compliance team or your account manager to learn more about these changes.

Bryan McDonald