Google Announced a 3 Strike Policy – July 2021 Update

Google announced a policy of 3 strikes, which will effectively suspend ad accounts that have repeatedly violated the rules.

The new policy has attracted the attention of advertisers because the system often incorrectly flags ad content as a policy violation.

There is speculation about the number of ad accounts that may receive undue suspension.

However, Google has some checks and balances to ensure that only accounts that actually violate the policy will be penalized.

Let us discuss what constitutes a strike, how to eliminate them, and how they stack up.

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Violation Categories

Currently, these penalties only apply to three categories: promoting dishonesty, unapproved substances, and dangerous products or services.

These are policies for monitoring fraud, hacking services, spyware, drugs, weapons, etc. Google plans to implement this plan more in the future, but for now, the above categories are the only violations that will trigger a strike.

There are other types of violations (such as deception or misrepresentation) that have triggered an immediate suspension at the account level.

Appealing Disapprovals

According to Google sources, successful appeals of inappropriate violations will result in the cancellation of the strike.

This means that if your business receives an ad content violation and you can appeal it (without changing the ad), you will not receive a warning because disapproval is not actually a violation.

Strikes and Timing

The first event will result in a warning. After that, the advertiser will receive a strikes. Each expires within 90 days.

Therefore, if an advertiser receives a warning and then violates the same policy within 90 days, they will receive a strikes.

If more than 90 days have passed, they will receive a warning and restart the process.

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Once they receive your first notification, the account will be suspended for 3 days.

Whenever the warning occurs, if the violation occurs again within 90 days after the first strike, they will receive a second strike, which will result in a 7-day temporary suspension.

Finally, if there are repeated violations within 90 days of the second notification (regardless of when the warning or the first notification occurred), the account will be suspended for repeated violations of the policy.

Please note that if any of these warnings is successfully appealed because it was incorrectly marked as a violation, the strike will be deleted and not counted.

Source: Google Help Center News Announcement.

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