From October, Google will reject ads that lead to sites with intrusive advertising.

Advertisers have just under two months to adapt to the new reality imposed by Google on its advertising platform, as reflected in the email obtained by Search Engine Land. The technology giant is contacting them to explain that from October onwards, those campaigns that lead to websites with advertising that does not comply with the Coalition for Better Ads will not be approved. The list of formats that degrade the experience according to the group’s standards includes pop-up creatives, videos that play automatically with sounds or pieces that block the viewing of content.

Sites that do not comply with the Coalition for Better Ads’ requirements risk being unable to plan advertising that leads to them.

This will force Google Ads planners to ensure that their websites meet these criteria, something they can check using the user experience audit tools offered by the company in the context of its move towards Core Web Vitals. In particular, one of them is dedicated to analysing potential problems caused by the type of advertising used and its impact on users when visiting the website on both mobile and desktop.

The new requirement adds to the list of regulations that Google gathers in its targeting requirements for the ads it is willing to accept, specifically for the experience segment. But the company reflects other red lines with which it tries to tackle inadequate practices that it has previously detected in order to take advantage of its technology, such as insufficient original content, discordance between what is advertised and the final website or violation of app shop policy.

The advertising standards set by the Coalition for Better Ads are the result of a cross-cutting agreement between advertisers, media and technology platforms, among other actors in the sector. This group began operating a few years ago with the intention of detecting and reducing the use of the most annoying formats for users, especially due to the transfer of most browsing activity to mobile devices. Its recommendations are based on the categories of desktop, mobile web, short video and mobile application, and on around a dozen types of ads that it considers inappropriate.