At Bluagile, we have a strict ad review process in place to protect the interests of all parties in the advertising ecosystem. Exposing end users to poor quality advertisements and offers not only jeopardizes our relationship with ad exchanges and publishers but also forces platforms to become more aggressive in their policies towards advertisers, affiliates, and performance marketers (or “low quality advertisers”).


What’s the policy?

Image ads are ads that appear with a picture. The rules that apply to text ads generally apply to image ads too. To ensure that your image ads are appropriate, we also have additional requirements when using the image ad format, as shown below. The policies below apply to both standalone image ads and images ads created using the display ad builder.

Here are more image ad sizes that you can use, depending on the region where you show your ad. These ad sizes are available for non-animated image ads, animated image ads, and Flash ads.


Graphical layout

Ads must take up the entire space of the image size you’ve chosen, and they can’t appear sideways or upside down. Ads can’t be segmented, contain multiple copies of itself within the ad, or appear to be more than one ad. Google also doesn’t allow ads that expand beyond the frame or otherwise encroach on the website.

Note that in each image ad, we include a small informational graphic overlay. We will not resize your image to accommodate this element. Your ad should always be submitted in the full original format size and take this overlay element into account. If the ad you submit is resized in advance, there may be extra white space visible when your ad is displayed. You can preview how your ad will appear with this overlay during the ad creation process when creating a standard image ad or a template image ad in the display ad builder.

Relevance and quality

Image ads must be relevant to the advertised site. Ad images must be clear and recognizable, with legible text. We don’t allow unclear, blurry, or unrecognizable images to be used in ads.

Strobing and flashing

Google doesn’t allow strobing, flashing backgrounds, or otherwise distracting ads.

Mimicking site content, news articles, or text ads

Google doesn’t allow ads that mimic publisher content or layout, or news articles and features. Ads may also not contain screenshots of Google AdWords text ads or otherwise simulate an AdWords text ad in any way.

Trick to click

Google doesn’t allow ad behaviors that might trick a user into clicking the ad:

  • Ads cannot pretend to be a system or site warning.
  • Ads cannot mimic or resemble Windows, Mac, Unix, or Chrome OS dialogue boxes, error message, etc.
  • Ads should be clearly distinguishable as ads and as separate from the page’s content.
  • Ad background must have the distinct look and feel of an ad.
  • Ad product or offer must be clearly identified/promoted in connection with your brand, logo, or name
  • On all .gif and .swf ads with partially black or white backgrounds, you must add a visible border of a contrasting color to the majority background color of the ad.
  • A single ad in violation will result in a minimum of campaign disapproval.

    Trick to click (animated ads)

    Google doesn’t allow the following ad behaviors that might trick a user into clicking the ad:

  • Ads cannot be for the sole purpose of playing a contest or game or to win prizes. However, ads can promote sweepstakes and contests on their sites.
  • Ads can simulate mouse or computer actions like mimicking the movement of a mouse icon within the parameters of the ad, as long as the mousing effects stop after 5 seconds.
  • Ads can have mock animated features or icons as long as the functionality works or the purpose of these features can be achieved on the landing page.
  • Trick to click (display ad builder ads)

    Google doesn’t allow the following ad behaviors that might trick a user into clicking the ad:

  • Ads can have mock animated features or icons as long as the functionality works or the purpose of these features can be achieved on the landing page.
  • Family status

  • Image ads and the content they point to must be “family safe.” Any image ads and their associated websites cannot contain “non-family” or “adult” content.
  • What can I do if my ads get disapproved?

    If your ad gets disapproved for violating this policy, try reviewing the following tips to help resolve your issue:

    The most problematic issues usually come from the following categories:

  • >Non-branded – This refers to creatives that lack any sort of branding. In other words, if you cannot identify the advertiser by looking at the creative, it’s considered non-branded. To avoid having your ads classified as non-branded, include a logo for the product/service/company being advertised.
  • 3rd-party logos – It’s generally frowned upon to use 3rd-party logos and trademarks without consent. For example, using “as seen on CNN, Forbes, and TechCrunch” with accompanying logos, is normally denied by our ad quality team.
  • Deceptive/system ads – This refers to ads that either deceptively blend in with the site on which they are served (e.g., having an ad with an identical “download” button to the one used by, served on the same site), or ads that mimic system messages (e.g., “your software is out-of-date, download this update”).
  • Shaky and/or flashy – Most publishers frown upon ads that shake or flash in order to drive engagement. It annoys most users and therefore the publishers. Some publishers do allow this, but in general it’s frowned upon.
  • Belly fat – Many publishers and users are offended by ads that use depictions of belly fat to sell diet products. Again, some publishers are okay with it, but for the most part they are blocked, and therefore heavily scrutinized by our ad quality team.
  • Adult/provocative – This refers to any ads that use photos of people (generally women) in suggestive or inappropriate context. For example, images of women showing cleavage, or teenage girls in provocative poses are both cases where ads cross the line into the adult/provocative category.
  • Malvertising Customers of Bluagile must make every reasonable effort to prevent malvertising. Bluagile recognizes that policies and procedures might be tailored to individual circumstances. When Malvertising Is Detected, Bluagile customers will face a fine for each creative, landing page, domain, or other resource we identify as a malware threat or a source of malware. Additionally, any Bluagile customers who violate this policy will be deactivated immediately and investigated jointly with the customer.