Google is cracking down on those repeatedly violating the company’s ad policies, piloting a three-strikes program.

Google has a number of policies aimed at preventing harmful or inappropriate ads. The company prohibits “ads promoting deceptive behavior or products such as the creation of false documents, hacking services, and spyware, as well as tobacco, drugs and weapons, among other types of content.”

Unfortunately, companies often try to circumvent Google’s policies, leading the company to try a ‘three strikes and you’re out’ approach.

“That’s why we are introducing a new pilot program to test a three-strikes system for repeat ad policy violations,” writes Brett Kline, Product Manager. “Starting September 2021, warnings and strikes will be issued for violations of our Enabling Dishonest Behavior, Unapproved Substances and Dangerous Products or Services policies—this includes ads promoting deceptive behavior or products such as the creation of false documents, hacking services, and spyware, as well as tobacco, drugs and weapons, among other types of content. These types of ads have long been prohibited, but now we are introducing increasing penalties with each strike applied.”