Google limits untrusted ads

Google Ads will limit campaigns from untrusted advertisers until the advertiser has proven to be trustworthy. Google wants to prevent fraud and help prevent misleading advertisements.
There will now be an introductory period for new advertisers and advertisers whom Google Ads is not yet familiar with. During this period, the number of impressions may be limited. This so-called "Limited Ads Serving Policy" will be applied, for example, when an advertiser targets specific brands in its campaign, and the relationship between the ad and the brand is unclear.
These stricter advertising policies may increase user confidence and are likely to have little impact on advertisers.

Advertising Requirements

From now on, Google Ads will look at the following items to see whether advertisers meet the requirements:

• Track record to measure the reliability of an advertiser
• User feedback: negative and positive reviews
• Ad policy compliance analysis
• Identity verification of the advertiser.

Google Ads will also provide advice on creating clear advertisements, for example by linking the domain to the title of the advertisement, in order to get a proven track record.
No ads will be blocked or removed. Any restrictions will only apply if a user could be confused by an advertiser's brand identity.
The new policy is rolling out gradually, giving legitimate advertisers time to clarify their branding strategies before running full campaigns. Advertisers subject to the new policy will be notified and advised on how to comply with the new requirements.