What is the Unacceptable Business Practices policy?
Google’s policy prohibits deceptive business conduct such as false affiliations, offers a business cannot deliver, impersonation, and phishing. It is an egregious policy category, so enforcement can occur without a prior warning.
That label alone does not tell you which page or statement led to the decision. A practical assessment starts with the notice, the offer, and the customer’s route from the ad to the purchase or inquiry.
Identify every business in the customer journey.
Write down the legal business, the trading name, the website operator, the advertiser, and the company that ultimately fulfills the offer. These may legitimately be different. The problem to solve is an unexplained or misleading relationship, not the mere existence of more than one business.
For lead generation, affiliate, reseller, or referral models, follow the customer’s information and payment: who receives the inquiry, who contacts the customer, who performs the work, and who handles complaints? Use that map to review the website and the account’s verification answers.
| Question | Useful supporting material |
|---|---|
| Who is the advertiser? | Business registration and the relevant account record. |
| Who provides the product or service? | A provider agreement, supplier record, or documented business explanation. |
| Is a brand relationship claimed? | Current permission or an agreement establishing the actual relationship. |
| What does the customer receive? | Service scope, product information, fulfillment records, and customer terms. |
Review claims where the customer sees them.
Assess ads, landing pages, videos, forms, checkout, and follow-up materials together. A small disclaimer on one page may not resolve a stronger misleading impression elsewhere. Check the whole message, including imagery, badges, company names, and the wording around a call to action.
RID’s practical review asks whether each important statement is accurate, current, and supportable. Assign an owner to confirm the evidence or revise the statement. Do not add an endorsement, license, or authorization solely to make a page appear more credible.
- Explain prices, fees, material exclusions, and recurring commitments.
- Support qualifications and current permissions relevant to the offer.
- Describe the actual delivery model and service limitations.
- Remove unsupported outcome claims and inaccurate brand associations.
If the notice concerns a public figure or brand.
Google’s public-figure impersonation guidance addresses misleading suggestions of endorsement or connection. If a relationship is genuine, collect the permission or agreement that supports the actual use being made of the person’s identity.
Review the placement as a whole. A video title, thumbnail, quotation, or surrounding sales message may communicate more than the written disclaimer. Explain what the business intended, what the customer could reasonably understand, and any changes made. Avoid claiming to know an undisclosed enforcement signal.
Turn the review into a clear response.
Create a short explanation of the business model, followed by the relevant findings and evidence. Identify the corrected pages and date of each change. If you disagree with the decision, show the facts supporting that position without inventing an admission.
Use the official suspension route and complete any required verification. If a document does not establish the relationship claimed, explain the gap and obtain the correct record instead of treating a large attachment bundle as proof.
- State the actual provider, advertiser, and customer offer.
- Address the specific policy concern shown in the notice.
- Describe completed corrections and the evidence supporting them.
- Check the submission against the website and previous verification answers.
Common questions.
Will an About Us page fix the suspension?
An accurate About Us page can improve clarity, but it does not resolve a misleading offer or an unsupported relationship elsewhere. Review the complete customer journey and the evidence behind the business claims.
Can a lead generation business advertise?
The business model must be described accurately and must meet the policies relevant to its industry and offer. Review who receives the lead, who provides the service, and what the customer is told. A generic disclosure cannot establish compliance by itself.
Should I claim to be an authorized partner?
Only if that is true and you have permission supporting the claim. Describe the exact relationship you can document. Do not imply a broader endorsement than the agreement allows.
Go to the source
Official policies & guidance.
Google’s requirements are linked below. The review steps on this page are RID Marketing’s practical guidance, not an exhaustive Google checklist. Sources checked September 24, 2026; follow any newer instructions in your account.