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Key AdSense policies every new publisher should know
By the ads-txt.in team · Published November 8, 2026
Getting approved is only the beginning. To keep earning, your site must continue to follow Google’s publisher policies. This summary covers the areas that most often cause problems for new publishers. It is not a substitute for the official policies, which Google updates from time to time, so read them in the AdSense Help Centre as well.
Never click your own ads
Clicking ads on your own site, asking friends to click, or using any method to inflate clicks or impressions is invalid activity. Google monitors traffic closely, and invalid activity is a leading reason accounts are limited or closed.
Do not encourage clicks
Phrases like “click the ads to support us”, arrows pointing at ads, or placing ads where people click by accident, such as right next to download buttons, are not allowed. Ads must be clearly distinguishable from content and navigation.
Be careful with traffic sources
Buying cheap traffic, using traffic exchanges, auto-refreshing pages or sending traffic through pop-ups can generate invalid activity even if you do not click anything yourself. Grow traffic through search, social sharing and genuine promotion.
Content restrictions
Google does not allow ads on content that is sexually explicit, promotes violence or hatred, facilitates dishonest behaviour, sells or promotes dangerous products, or infringes copyright. Some topics, such as alcohol or gambling, have extra restrictions. Pirated downloads, copied articles and unlicensed media are common reasons for violations.
Ad placement
Do not place ads in pop-ups, in emails, in software, or on pages with no content, such as thank-you or error pages. Do not let ads cover content or make the page hard to use.
Privacy and consent
Your privacy policy must disclose that third parties, including Google, use cookies to serve ads. In regions such as the European Economic Area and the UK, Google requires a certified consent management platform for personalised ads. AdSense offers its own consent message in the Privacy & messaging section.
One account per publisher
Each publisher should have only one AdSense account. Add new websites to your existing account rather than creating a new one.
Stay informed
Check the Policy centre in your AdSense account regularly. It lists any issues Google has found and what to do about them.