Google is updating the Google Ads Misrepresentation policy regarding Dishonest Pricing Practices, effective October 28, 2025. Advertisers will be required to clearly disclose the payment model or full expense users will incur before and after purchase. The update aims to ensure transparency and prevent misleading impressions about product or service costs.
Key Policy Updates
- Advertisers must conspicuously disclose the full cost a user will bear before and after purchase.
- Prohibited pricing practices include:
- Bait-and-switch tactics: Advertising unrealistically low prices to lure customers without genuine intent to sell, then pressuring them to buy more expensive or inferior alternatives.
- Price exploitation: Taking advantage of vulnerable individuals by demanding payments significantly higher than market rates, such as a locksmith charging more than quoted under duress.
- Promoting apps as free when payment is required for installation.
- Promoting free trials without clearly stating the trial period or automatic charges after the trial ends.
Enforcement and Compliance
- Enforcement begins on October 28, 2025, with full enforcement over approximately four weeks.
- Violations will not cause immediate account suspension; a warning will be issued at least seven days before suspension.
- Advertisers should review their ads to ensure compliance and remove any that violate the updated policy before the enforcement date.
Additional Information
- The official policy is enforced in English, though translations are available for convenience.
- Summaries may contain inaccuracies; the full policy should be consulted for complete details.
