Under Google Policy Updates: How to Keep Ad Accounts “Safer and More Stable” Google 政策更新下，如何让广告账户更“安全稳定”
In the second half of 2025, many industries felt Google's "tightening" in ad review—some categories were required to provide more documentation, and there were even cases of ad misjudgments and accounts being temporarily restricted. For small and medium-sized advertisers, how to maintain account stability while staying compliant has become an increasingly important topic. 2025 年下半年，不少行业感受到 Google 在广告审核上的"收紧"——部分类目被要求补充更多资料， 甚至出现广告误判、账户被短暂限制的情况。对中小广告主来说，如何在合规前提下尽量保持账户稳定， 成为一个越来越重要的话题。
I. Start with the Website: Write Clear Content 一、从网站开始：把该写清楚的内容写清楚
Many review issues aren't actually with the ads themselves, but stem from incomplete website information. When serving clients, we focus on checking the following areas: 很多审核问题其实并不在广告本身，而是出在网站信息不完整。我们在服务客户时，会重点检查以下几块：
- Whether there's a clear company/entity introduction with basic information like name and registered address. 是否有清晰的公司/主体介绍，包含名称、注册地址等基本信息。
- Whether privacy policy, terms of service, return/refund and after-sales information are provided in prominent locations. 是否在明显位置提供隐私政策、服务条款、退换货与售后说明。
- Whether there are exaggerated claims or sensitive statements like "cures all ailments." 是否存在夸大宣传或"包治百病"式的敏感表述。
For cross-border sellers, it's best to have these contents in target language versions to avoid review difficulties due to language mismatches. 对于出海卖家来说，这些内容最好有目标语种版本，避免因语言不匹配导致审核人员难以判断。
II. Creative and Copy: Avoid High-Risk Red Lines 二、素材与文案：避免踩中高风险红线
For ad creatives and copy, our principle is: prefer "conservative and truthful" rather than exaggerating promises to attract clicks. For sensitive areas like earnings, health effects, identity attributes, try to use neutral expressions, emphasizing product functions and usage scenarios rather than directly stating unverifiable conclusions. 在广告素材和文案层面，我们的原则是：宁可"保守真实"，也不要为了吸引点击而夸大承诺。 例如对收益、健康效果、身份属性等敏感领域，尽量使用中性表达，强调产品功能和使用场景， 而不是直接给出难以验证的结论。
We also recommend clients reserve time for internal self-review before launch to ensure all materials can clearly explain their source and purpose, so supplementary explanations can be provided to the platform when needed. 同时，我们建议客户在上线前预留一定时间做内部自查，确保所有素材都能解释清楚来源和用途， 以便在需要时向平台提供补充说明。
III. Make Good Use of Appeals and Communication Channels 三、善用申诉与沟通渠道
Even with the most thorough preparation, it's inevitable to encounter cases where individual ads are misjudged. When this happens, the most important thing is to keep communication records complete and explanations clear and logical. 即使前期准备得再充分，也难免遇到个别广告被误判的情况。遇到这种情况时， 最重要的是保持沟通记录完整、说明清晰有逻辑。
We usually help clients compile a concise explanation including: business model, product use, target audience, screenshots of key website pages, etc., then file an appeal through official channels. In most cases, as long as the business itself is compliant, misjudgment issues can be corrected. 我们通常会协助客户整理一份简明的说明，包括：业务模式、产品用途、用户群体、 网站关键页面截图等，再通过官方渠道发起申诉。多数情况下，只要业务本身合规， 误判问题都能得到纠正。
IV. Continuous Maintenance, Not "One-Time Approval" 四、持续维护，而不是"一次性通过"
Compliance isn't a one-time action but needs timely updates when business changes. For example, changing main product categories, adding new business lines, adjusting pricing models—all should prompt checking whether website and ad content need updates. 合规不是一次性动作，而是需要在业务变化时及时更新。例如更换主营品类、 增加新业务线、调整收费模式等，都建议同步检查网站与广告内容是否需要更新。
We also regularly review clients' violation reminders and rejection records from recent months to identify recurring issues and address them before they become serious. 我们也会定期回顾客户账户近几个月的违规提醒与驳回记录，梳理是否存在重复性问题， 尽量在问题变严重之前提前处理。
If you've also encountered frequent reviews or account instability recently, you can send us your general industry and website link. We'll provide some basic recommendations from a compliance perspective to see if there are quick improvements to make. 如果你最近也遇到审核频繁、账户不稳定等情况，可以把大致行业和网站链接发给我们， 我们会从合规角度给出一些基础建议，看看是否有可以快速改进的地方。