Google is implementing a significant update to its Google Ads Misrepresentation policy, specifically targeting "Dishonest Pricing Practices." Set to take effect on October 28, 2025, this change will require advertisers to provide complete transparency about costs, aiming to protect users from misleading and exploitative pricing tactics.

This update mandates that advertisers clearly and conspicuously disclose the full payment model and any expenses a user will face, both before and after making a purchase. The core goal is to ensure users have a clear understanding of the final price, preventing any misleading impressions about the cost of a product or service.

Key Prohibitions Under the Updated Policy

To ensure fair practices, Google has explicitly outlawed several pricing strategies. Advertisers must avoid the following:

• Bait-and-Switch Tactics: This involves luring customers with an unrealistically low price without any genuine intention of selling the item at that cost. The typical goal is to pressure the customer into buying a more expensive or inferior alternative.

• Price Exploitation: The policy prohibits taking advantage of individuals in vulnerable situations or under duress. A specific example is a locksmith charging a price significantly higher than the market rate or the initial quote once they are in a position of power.

• Deceptive "Free" Promotions: Promoting an application as "free" when payment is actually required for installation is a clear violation. Similarly, offering a free trial without explicitly stating its duration or that automatic charges will apply upon its conclusion is also forbidden.

Enforcement and Compliance Timeline

Google will begin enforcing this new policy on October 28, 2025. The enforcement will be rolled out gradually over approximately four weeks.

Importantly, violations will not lead to immediate Google account suspension. Google will issue a warning at least seven days before taking any suspension action, giving advertisers a window to address and rectify the issue.

Action Required for Advertisers

To prepare for this change, all advertisers should thoroughly review the updated Misrepresentation policy. It is crucial to examine current Google ad campaigns to ensure they are fully compliant and remove any ads that could violate these new rules before the October 28, 2025, deadline. For complete and official details, refer to our new blog on Google Ad Policy for the most compliant ad campaigns.