Google has announced an update to its Google Ads third-party policy, set to take effect in November 2024. This update introduces new consequences for third parties that enable significant or sustained policy violations.

Key Points of the Policy Update:

1. Scope: Applies to all third parties purchasing or managing Google advertising for customers.

2. New Penalties: Third parties enabling significant or sustained policy violations may face:

   • Loss of privileges
   • Removal from Google third-party programs (e.g., Google Partners)
   • Account suspension

3. Violation Severity: Google considers violations of this policy as egregious.

4. Immediate Action: Accounts found in violation will be suspended without prior warning.

5. Permanent Consequences: Violators will not be allowed to advertise with Google again.

Policy Framework:

The third-party policy covers three main areas:

1. Transparency requirements
2. Prohibited practices
3. Account set-up requirements

Google aims to maintain accountability in advertising and ensure advertisers understand their advertising performance and expectations from third-party partners.

For more details, third-party partners should review the full policy update on the Google Ads platform.