Google Ads prohibits advertisements of high fat, sugar, salt foods and beverages to minors

Google Merchant Center has issued a new policy prohibiting the advertising and promotion of High Fat Sugar Salt (HFSS) Food and Beverage (F&B) adverts for minors. The ban of HFSS advertisements is only in the UK and EU, and only where minors are targeted.

“Shopping supports responsible advertising of food and beverages. High Fat Sugar Salt (HFSS) Food & Beverage (F&B) Shopping ads are allowed if they comply with our policies,” according to the policy change. “Food & Beverage (F&B) Shopping advertisements with high fat, sugar, and salt (HFSS) are permitted if they adhere to our rules. When one or more HFSS food items, beverages, or meals are advertised in the ad (text, images, audio, and/or video) or destination site, we consider it to be encouraging the sale of HFSS products,” the policy suggested.

Google will begin implementing this new policy on Shopping advertising on September 30 in the United Kingdom and the European Union, restricting the showing of High Fat Sugar Salt (HFSS) Food and Beverage (F&B) adverts to minors.

Advertisements encourage appropriate food and beverage advertising. Food & Beverage (F&B) Shopping advertisements with high fat, sugar, and salt (HFSS) are permitted if they adhere to our rules. When one or more HFSS food items, beverages, or meals are advertised in the ad (text, images, audio, and/or video) or destination site, the search engine considers it to be encouraging the sale of HFSS products. Shopping advertisements containing HFSS foods and beverages, in particular, are no longer allowed to target children. This policy shift is the first of its kind.

This policy is not meant to be legal advice, and the Tech Giant expects all merchants and partners to follow local laws in every location where their advertisements are targeted, including any local regulations that may differ from the HFSS F&B policy.