Google has announced an important update to its Ads Misrepresentation Policy, due to start enforcement from 28 October 2025. This change is designed to protect users from misleading pricing practices and to hold advertisers accountable for transparency.
For businesses, especially SMEs who rely heavily on paid ads for leads and sales, this means reviewing your campaigns now to make sure your ads are compliant. At Social +, we’ve broken down what the update involves, why it matters, and how you can prepare without losing valuable ad visibility.
What’s Changing in Google Ads?
From October, Google will be cracking down harder on dishonest or misleading pricing practices. In practice, this means your ads need to clearly state:
- The payment model (is it a subscription, one-off fee, free trial etc.)
- The full expense a user will face both before and after purchase
If your ad gives the impression of one price but leads to unexpected or inflated charges, it could be flagged under the new rules.
Some of the specific practices Google is targeting include:
- Bait-and-switch advertising – promoting a product or service at a very low price, with no intent to actually sell it at that price, and pushing the customer towards a more expensive alternative instead.
- Price exploitation – taking advantage of customers in urgent or vulnerable situations to charge above the market rate. A classic example is tradespeople quoting one price, then demanding significantly more once on site.
- Misleading app promotions – advertising an app as free when it actually requires payment to install.
- Unclear free trials – failing to disclose the length of a free trial or that the customer will be automatically charged at the end.
Why Is Google Making This Change?
Online trust is fragile. Customers are more wary than ever about hidden costs, fine print, and surprise charges. Google’s mission is to make advertising trustworthy, so it’s no surprise they’re strengthening policies in this area.
For advertisers, that means fewer loopholes and more scrutiny. For users, it means a more honest experience when clicking on ads.
If your business runs ads that are 100% transparent already, you’ve got nothing to worry about. In fact, you could benefit as less ethical competitors risk having their ads restricted or removed.
What Happens If You Don’t Comply?
Google has confirmed that violations of this policy won’t result in immediate suspension, but that doesn’t mean you can ignore the update. Instead:
- You’ll receive a warning at least seven days before suspension.
- If the issues aren’t fixed, your account could face restrictions or suspension after that period.
- Suspensions can damage not just your visibility, but also your business reputation if customers see your ads disappear.
With enforcement ramping up over the four weeks after 28 October, advertisers should act sooner rather than later.
What Should Businesses Do Now?
Here’s how to prepare for the update:
- Audit your current Google Ads campaigns.
Check every ad that mentions pricing, free trials, or promotions. Make sure the details match what a user will actually experience.
- Review landing pages.
It’s not just the ad copy that matters. If a user clicks through and finds hidden fees or unclear terms, you could still fall foul of the policy.
- Be upfront about trial periods.
If you offer a free trial, state clearly how long it lasts and whether payments will automatically start.
- Avoid “too good to be true” pricing.
If your product or service is genuinely priced competitively, shout about it. But if you’re using artificially low pricing to attract clicks, it’s time to rethink your strategy.
- Document your ad changes.
Keeping a record of what you’ve updated can help in case Google reviews your account.
How Social + Can Help
For many SMEs, Google Ads is one of the most effective lead generation channels – but only if campaigns are set up and monitored correctly. At Social +, we manage ads across multiple industries and are always up to date with Google’s latest policy changes.
By working with us, you’ll get:
- A full ad audit to identify any risks before the October deadline.
- Transparent ad copywriting that highlights your value without breaking Google’s rules.
- Campaign monitoring to make sure your ads continue running smoothly even after the update.
- Strategic advice on how to position offers without falling into the “misrepresentation” category.
Final Thoughts
The October 2025 Google Ads Misrepresentation Policy update is all about transparency and honesty. Businesses that already treat their customers fairly have little to fear – but now is the perfect time to check your campaigns are aligned with Google’s expectations.
If you’re not sure where to start, Social + is here to help. Our team will review your ads, update your strategy, and ensure you stay compliant while still attracting the right clicks.
Need support with your Google Ads before the new rules kick in? Get in touch with Social + today and let’s make sure your campaigns are ready.