Google announces a significant tightening of its advertising policy. Starting October 28, 2025, stricter rules will apply to advertisers using price information in their campaigns.
New transparency rules for online advertisers
The search giant is adjusting its Misrepresentation policy with a focus on fair price communication. Advertisers will be required to fully disclose payment models and actual costs, both before and after purchase. This measure specifically targets practices that give a distorted view of actual product costs.
Google is banning various misleading tactics. Local ads that lure customers with unrealistically low prices only to sell them more expensive alternatives fall under the new rules. Price exploitation, where vulnerable consumers are pressured into paying excessive amounts, is also being addressed. The guidelines also target app promotions that appear free while users are indeed required to pay. Trial periods must be clearly communicated, including automatic renewals and associated costs.
Consequences for businesses and marketing strategies
This policy change has a direct impact on advertising campaigns of Dutch companies. Organizations must thoroughly review their current Google Ads advertisements to ensure compliance. Marketing teams will have four weeks to adjust after enforcement begins.
Google is adopting a phased approach. Violators will first receive a warning with a minimum of seven days to consider before account suspension follows. This gives advertisers the opportunity to make adjustments without immediate disruption to their campaigns.
The update particularly affects sectors where pricing models are complex or where trial offers are common. Think of software-as-a-service providers, subscription services, and e-commerce platforms with dynamic pricing structures.
Practical steps for advertisers
Google advises advertisers to review all campaigns before the effective date. Suspicious ads are better adjusted or paused proactively. Ginny Marvin, Google Ads Liaison, emphasizes that this is a limited policy adjustment, but the consequences can be significant for non-compliant accounts. Companies would be wise to place transparency at the center of their advertising strategy. Clear communication of costs not only prevents policy violations but also strengthens consumer trust.