Google Ads Updates Dishonest Pricing Practices Policy

09/25/25
Source: Search Engine Roundtable by barry@rustybrick.com (Barry Schwartz). Read the original article

TL;DR Summary of Google Ads Updates Misrepresentation Policy on Dishonest Pricing Practices

Google is updating its Ads Misrepresentation policy to require clear disclosure of payment models and total costs before and after purchase. The update prohibits misleading pricing tactics such as bait-and-switch and price exploitation. Enforcement begins October 28, 2025, with warnings issued prior to any account suspensions. Advertisers must review and adjust their ads to ensure compliance.

Optimixed’s Overview: Navigating Google’s Enhanced Rules on Honest Pricing in Advertising

Key Changes to Google Ads Pricing Transparency Policy

Google announced an important update to its Misrepresentation policy specifically targeting dishonest pricing practices in advertising. This update mandates advertisers to provide clear and conspicuous disclosures about the payment structure and full costs that consumers will face, both before and after purchase. The policy aims to eliminate deceptive pricing that misleads users and results in unexpected or inflated charges.

Prohibited Pricing Practices Explained

  • Bait-and-Switch Tactics: Advertising an unrealistically low price to attract customers without genuine intent to sell at that price, then pushing a more expensive or inferior product.
  • Price Exploitation: Taking advantage of vulnerable customers by demanding excessive payments above market rates, such as last-minute price hikes.
  • Misleading Free Promotions: Advertising apps as free when payment is required for installation or failing to clearly disclose free trial durations and automatic charges post-trial.

Enforcement Timeline and Recommendations

The updated policy will begin enforcement on October 28, 2025, with a phased ramp-up over roughly four weeks. Importantly, violations will not trigger immediate account suspension but will be preceded by at least a 7-day warning period. Advertisers are urged to review their current ads carefully to identify and remove content that could violate these new requirements.

This policy refinement is a minor but crucial extension of the existing rules, emphasizing transparency both before and after a purchase to protect consumers from misleading pricing strategies.