Which Google policies apply to skincare ads?
Google has no separate cosmetics policy. Skincare ads run into four general rules instead.
Generally allowed
- Product, texture and routine imagery, including on-skin application shots
- Cosmetic claims: hydrates, smooths the look of skin, cleanses
- Over-the-counter drugs such as sunscreen and acne treatments in US Shopping, without certification
Needs certification or is restricted
- Prescription skincare (for example prescription retinoids) through a certified pharmacy or telemedicine provider
- Injectables and cosmetic procedures count as health content for targeting, so audiences are limited
Prohibited on Google Ads
- Before-and-after images that promote significant alterations to the body
- Clearly altered, zoomed-in body parts used to sell a product
- Miracle-cure claims and unrealistic results
- Testimonials with specific results and no "results can vary" disclaimer
The before-and-after rule is in Google's clickbait policy [1]. The testimonial rule is in unreliable claims, which also requires a clear refund policy if you guarantee results [2]. Google's health targeting category includes invasive procedures such as cosmetic surgery and injections, which matters if you sell alongside a med spa [3]. In Merchant Center, US merchants can list over-the-counter medication without certification [4].
Where is the line between a cosmetic claim and a drug claim?
In the US, the FDA decides by intended use, which it reads from your claims, including the ones in ads and on your website, plus consumer perception and ingredients [5]. The FDA doesn't recognize "cosmeceuticals" as a category.
| Claim | FDA reads it as | Note |
|---|---|---|
| Moisturizes dry skin | Cosmetic | Appearance and feel |
| Reduces the look of fine lines | Cosmetic | Appearance, not structure |
| Regenerates skin cells | Drug | Named by the FDA as a drug claim |
| Reduces cellulite | Drug | Named by the FDA as a drug claim |
| Fades dark spots by reducing melanin | Drug | Changing melanin production is a drug claim |
| Treats acne / SPF 50 sunscreen | OTC drug | Covered by FDA nonprescription drug rules |
Copy to avoid
Erases wrinkles in 7 days
A peptide serum for smoother-looking skin
Regrows thinning hair
A scalp serum with caffeine and niacinamide
Before/after: 10 years younger
Show the texture, the pump and the routine
Dermatologist-guaranteed results
Fragrance-free, for sensitive skin
How should a skincare brand set up Google Ads?
- 01Fix feed titles for search
Lead with the product type and the key attribute: "Vitamin C Serum, 15%, Fragrance-Free, 30 ml". Google uses the title to match products to searches and people usually see only the first 70 characters or fewer [6].
- 02Launch branded Search and Shopping
Protect your brand name and reach people searching your product type first. Then add non-brand Search for problems and ingredients ("niacinamide serum").
- 03Add Demand Gen with your best video
Demand Gen takes vertical 9:16 video for Shorts and square and portrait images [7]. The creative you run on Reels usually fits; see our Meta-to-Google guide.
- 04Check every image against the clickbait rule
Remove before-and-after frames and tight body crops before they go into an asset group.
Running a Meta account full of before-and-after creative? Plan new cuts for Google. What Meta approved isn't a guide to what Google approves.
How RunAds handles this
RunAds won't help anyone get around Google's policies, and it can't promise that an ad or account will be approved. What it does is help you find problems before you submit anything. Site Audit reads your site and gives a verdict for each ad platform, including Google: ready, creative limits, or needs certification. It reads the claims on your product pages the way a policy reviewer would.
When Mission Control writes ads, its copy check rejects lines with health-claim words (cure, treatment, relief, detox, clinically and similar), clickbait phrasing and before-and-after language. Nothing goes live until you approve the launch card, so you see every headline before Google does. Pricing starts at 500 free credits; see the pricing section and the full feature list.
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