How Google and Meta Handle Policy Violations in Ads

Your ad just got flagged. Now what? You followed all the rules. You’re promoting a public health message or advocating for a cause. But because your ad includes words like “tobacco” or “smoking,” it’s paused—or worse, your account is at risk.

This happens more often than you think. Even nonprofits like the American Nonsmokers’ Rights Foundation (ANRF) have had educational ads flagged simply for using terms that trigger platform filters.

So, how do Google and Meta actually handle ad violations? And more importantly, how can you protect your ads—and your account—from getting shut down?

Let’s walk through what really happens behind the scenes, and how you can stay live without watering down your message.

Why “Good” Ads Still Get Flagged

Google and Meta don’t manually review most ads. They rely on AI systems to scan your:

• Ad copy

• Landing page

• Metadata

• Keywords

These systems are fast—but not always accurate. They don’t understand intent. That means even if your ad is educational, public health-focused, or completely compliant, it can still get flagged.

Real Example: ANRF

ANRF creates ads to educate the public on secondhand smoke. But simply including words like “tobacco” or “smoking” caused their ads to be rejected. They weren’t promoting smoking—they were trying to reduce it.

This happens to nonprofits, health brands, and advocacy groups every day.

What Happens When Ads Violate Policy

Step 1: Flagged, Paused, Reviewed

Both platforms use automated reviews to flag ads they suspect may violate policies. Common reasons include:

• Mentioning personal health attributes (e.g. “Are you a smoker?”)

• Using restricted keywords (like “tobacco” or “addiction”)

• Making unverified health or financial claims

As soon as a flag is triggered, your ad is paused immediately. It won’t run until reviewed—and sometimes not even then.

What You Should Do:

Use Meta’s Account Quality dashboard or Google’s Policy Manager to check disapprovals. From there, submit a manual review request.

Step 2: Repeated Flags Can Suspend Your Account

Platforms track your account behavior over time. If you keep getting ads flagged—even unintentionally—your account could be:

• Restricted

• Shadow banned (your reach is quietly limited)

• Permanently suspended

That’s what nearly happened to ANRF. Their mission was legit, but repeated flags raised internal red flags.

Pro Tip:

Always have a backup ad account or a separate business manager. If your main account gets locked, you won’t be completely offline.

Step 3: Appeals Work—If You Do Them Right

Most ads flagged for policy violations are eligible for appeal. And yes—many appeals are successful.

To win your appeal, be clear and specific:

• Explain your intent (“This ad promotes public health education.”)

• Reference official ad policy to show compliance

• Provide credible sources (like CDC, WHO, etc.) to support your message

On Meta:

If your content falls under “social issues,” use Special Ad Categories. These reduce false disapprovals by giving the system better context.

Real-World Proof That Compliance Isn’t Enough

Being compliant doesn’t guarantee smooth sailing. You also need a smart setup.

GS1 US Case Study

GS1 US was running ads across platforms but saw poor results:

• High cost-per-acquisition (CPA)

• Low performance on non-branded terms

After partnering with AOK Marketing, they focused their campaign structure and language on platform-compliant strategies. The result?

• CPA dropped 30% on Microsoft Ads

• CPA dropped 22% on Google Ads

• Revenue jumped 18%

PPAI Case Study

PPAI had competitors targeting their branded terms, causing visibility issues. A refined Google Ads strategy helped them reclaim traffic while staying 100% within ad policy.

• Their top-of-page rate soared to 97.54%—without getting flagged once.

3 Pro Tips You Probably Haven’t Heard

1. Put Sensitive Words in Images

Words like “smoking” or “cancer” in ad text often get flagged. But placing them in an image overlay helps avoid detection. Meta’s AI scans text more aggressively than images.

2. Request Pre-Approval

If you have a Meta or Google rep (or spend consistently), ask them to review and pre-approve your ad creative. This avoids problems after launch.

3. Keep a Compliance Log

Save every:

• Appeal you’ve filed

• Approved ad variation

• Feedback from reps

• Policy explanation used

This shows a pattern of compliance—especially helpful if your account ever gets reviewed.

Quick Summary: What to Do and Why It Works

Final Word: Stay Smart, Stay Live

Even if your ad is well-intentioned, the platform won’t always see it that way. Google and Meta enforce ad policies at scale—and sometimes they get it wrong.

But here’s the good news: you don’t have to choose between being compliant and being effective.

With the right strategy, the right structure, and a few smart workarounds, you can run powerful, mission-driven ads—without losing visibility, reach, or your account.

About The Author

Dave Burnett

I help people make more money online.

Over the years I’ve had lots of fun working with thousands of brands and helping them distribute millions of promotional products and implement multinational rewards and incentive programs.

Now I’m helping great marketers turn their products and services into sustainable online businesses.

How can I help you?

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