Google & Meta Ad Policies in Australia

Google & Meta ad policies in Australia are designed to ensure a safe, transparent, and fair advertising environment for both businesses and users. Advertisers must follow strict guidelines that cover areas such as prohibited content, restricted products or services, and ad targeting practices.

For Google, this includes policies on misrepresentation, adult content, and financial services, among others. Ads must also comply with local Australian regulations, especially in sensitive sectors like healthcare or legal services.

Meta (formerly Facebook) enforces its own rules across platforms like Facebook and Instagram. These include restrictions on personal attributes in targeting (e.g., race, religion), limitations on political ads, and requirements for transparency in sponsored content.

To run successful ad campaigns, Australian businesses should regularly review updates to these policies and ensure their ads align with both platform rules and national laws. Staying compliant helps avoid ad disapprovals, account restrictions, and potential legal issues.

In the ever-evolving digital marketing landscape, compliance with advertising policies has become more important than ever. For businesses operating in Australia, platforms like Google and Meta (formerly Facebook) provide robust advertising avenues that, if used correctly, can drive significant growth. However, each platform maintains a comprehensive set of advertising policies designed to protect users and ensure ethical practices. Failing to adhere to these guidelines can result in ad disapprovals, account restrictions, or even permanent bans.

Understanding and navigating these policies is vital for Australian marketers and business owners. This article will explore the essential aspects of Google and Meta’s ad policies, how they differ, common pitfalls, and best practices to remain compliant.

Understanding Google Ad Policies

Google’s advertising policies are designed to create a safe and trustworthy environment for users. They are categorised into four broad areas:

Prohibited Content: This includes counterfeit goods, dangerous products or services, enabling dishonest behaviour, and inappropriate content.
Prohibited Practices: Advertisers must avoid misrepresentation, data collection without consent, and circumventing systems.
Restricted Content and Features: Certain categories like alcohol, gambling, healthcare, and financial services have stricter advertising controls.
Editorial and Technical Requirements: Ads must be clear, professional, and meet quality standards in terms of spelling, grammar, and functionality.

In Australia, local laws also influence how Google applies these policies. For instance, financial service providers must comply with ASIC regulations, and health-related advertisers need to ensure they meet TGA (Therapeutic Goods Administration) standards.

Understanding Meta Ad Policies

Meta’s advertising standards are structured similarly but tailored to its unique user experience across Facebook, Instagram, Messenger, and the Audience Network. Meta classifies its policies under the following categories:

Prohibited Content: Includes illegal products, discriminatory practices, misleading claims, and adult content.
Restricted Content: Covers alcohol, online gambling, dating services, and subscription services. Ads may require prior approval and may be restricted by audience age or geography.
Video Ads and Targeting Restrictions: Meta has specific guidelines for video content and how advertisers can target audiences based on user behaviour and demographics.
Landing Page and Ad Destination Requirements: The landing page must align with the ad and not provide misleading information.

Key Differences Between Google and Meta Policies

Google & Meta Ad Policies in Australia. While there is significant overlap in the policies of Google and Meta, several differences are worth noting:

Ad Format: Google focuses on search, display, YouTube, and shopping ads, while Meta emphasises visual content and social engagement.
Audience Targeting: Meta provides highly detailed audience targeting based on interests and behaviours. Google targets users based on search queries and contextual site content.
Approval Times: Meta typically reviews ads faster but can be more subjective. Google’s reviews are often more automated and policy-driven.

Local Considerations for Australian Advertisers

Australian laws significantly affect how global ad policies are enforced locally. Examples include:

Privacy Act 1988: Advertisers must obtain consent before collecting personal data.
Spam Act 2003: Prohibits sending unsolicited commercial electronic messages.
Competition and Consumer Act 2010: Misleading or deceptive advertising is strictly prohibited.
Health Claims: All health-related advertising must comply with TGA regulations.

Common Policy Violations (Google & Meta Ad Policies in Australia)

Using Clickbait or Misleading Headlines: Both platforms disapprove of exaggerated claims or misleading headlines.
Promoting Restricted Products Without Approval: Examples include supplements, cosmetic procedures, or loan services.
Non-Compliant Landing Pages: Misaligned content or absence of contact information can result in ad disapproval.
Improper Targeting: Ads targeting minors or sensitive categories (e.g., health conditions) require extra care.
Poor Ad Quality: Spelling errors, unclear messaging, or broken links will lead to rejections.

Tips for Staying Compliant (Google & Meta Ad Policies in Australia)

Read and Re-read Policy Updates: Both platforms regularly update their advertising policies.
Use Policy Check Tools: Google offers a policy manager and Meta provides ad diagnostics.
Ensure Landing Page Compliance: Always align your landing page content with your ad.
Get Certified Where Required: For financial or health services, obtain necessary local certifications.
Consult Legal Experts: For high-risk niches, legal advice ensures full compliance.
Use Transparent Language: Be honest about product capabilities and avoid unverifiable claims.

FAQs on Google & Meta Ad Policies in Australia

What happens if my ad is disapproved on Google or Meta? You’ll receive a notification with the reason. You can fix the issue and request a review.
Can I advertise health supplements in Australia? Yes, but you must comply with TGA guidelines and avoid unsubstantiated health claims.
Is it legal to target minors in advertising? Generally no, especially for sensitive topics. Both platforms have strict controls on age targeting.
How long does it take for ads to get approved? Google typically reviews ads within 24–48 hours. Meta usually approves ads within a few hours.
What are the most common reasons for ad disapproval in Australia? Misleading claims, non-compliant landing pages, unapproved restricted content, and policy violations.
Do I need legal approval before running ads? Not usually, but for certain industries (finance, healthcare, legal), it’s recommended to get compliance checked.
Can I appeal an ad disapproval? Yes. Both platforms allow you to submit an appeal or request a manual review.
Do Australian consumer laws apply to social media advertising? Absolutely. All advertising must comply with the Australian Consumer Law, including truthfulness and transparency.
Are there specific guidelines for using influencers in Australia? Yes. Influencers must disclose paid partnerships and endorsements under the ACCC guidelines.
Where can I learn more about these ad policies? Visit the official Google Ads Policy Centre and Meta’s Business Help Centre for the latest updates and resources.

Google & Meta Ad Policies in Australia. Staying on the right side of Google and Meta’s advertising policies in Australia isn’t just about avoiding penalties—it’s about building trust with your audience and running effective, ethical campaigns. With proper understanding and diligence, businesses can thrive while respecting both platform rules and Australian laws.