Policy Update

Google Ads: Two Important Updates Rolling Out Late October 2025

These changes can affect ad serving and account status. Review and fix before enforcement begins.

Jump to the compliance checklist

1) Misrepresentation: “Dishonest Pricing Practices”

What’s happening: Google is updating its Misrepresentation policy to target ads that mislead users about costs or use bait-and-switch pricing.

• Advertisers must clearly disclose the full payment model and all expenses users will bear, before and after purchase.
• Prohibited: advertising a low price and forcing a higher upsell, calling something “free” if payment is required, or hiding recurring fees.

Timeline: Enforcement begins 28 Oct 2025 and ramps over ~4 weeks.

Enforcement note: Violations typically receive at least a 7-day warning before account suspension.

Further reading: Search Engine Land, SERoundtable, aGrowth

2) Message Asset Requirements & Verification