If you’ve spent any time online in the last year, you’ve come across AI-generated content, even if you didn’t realize it. You also might not realize that you didn’t see a lot of AI content, thanks to Google stepping up efforts to block “bad ads” and AI scams in advertising.
In its latest Ads Safety Report, Google revealed that it blocked a staggering 5.5 billion bad ads last year. Additionally, they suspended nearly 40 million advertiser accounts due to fraud or policy violations, three times the number suspended in 2023.
Generative AI is behind the sudden surge in bad advertiser behavior. Although Google’s crackdown is beneficial to users, protecting them from deepfake fraud, phishing with AI, and other threats, it is also creating issues for businesses and advertisers. You must take extra care with your campaigns and content to avoid having your content flagged and your account suspended.
The Dark Side of GenAI
GenAI is behind a lot of cool, useful stuff these days. It can help with writing content, designing images, and even building websites. Unfortunately, scammers also use it to create convincing fake ads.
These include advertisements that appear legitimate. AI-generated impersonation, for example, can create fake celebrity endorsements. Other scams involve AI identity theft, where fraudsters impersonate legitimate businesses to steal money and other information from unsuspecting victims.
It can be exceedingly difficult to spot fake ads. From bogus investment opportunities to fake customer support, AI scams support next-level tricks that harm victims and legitimate advertisers.
Google’s Stepping in To Protect Everyone
In a somewhat ironic twist, Google is using AI to sniff out these deceptive ads before they go live. They have made over 50 enhancements to their AI models to detect red flags, such as unusual account activity or ads that mimic trusted brands. If they suspect problems like voice-cloning scams or other synthetic media fraud, they immediately block the ad.
While this is a big win for users, it also helps legitimate businesses. Fewer bad ads mean customers are more likely to trust what they see online. However, it also means that you need to pay extra attention to reduce the risk of having your ads caught up in Google’s enhanced enforcement.
Keep your ads and account from being suspended by:
- Staying informed. Regular reviews of Google's advertising policies ensure you don’t inadvertently run afoul of the rules, which change frequently.
- Playing by the rules. Google will flag even unintentional violations, so double-check your ad and landing page content to ensure it follows the guidelines (for example, by avoiding exaggerated claims).
- Prioritizing transparency. Google (and your users) love authentic content, so be honest and transparent in all your messaging.
- Protecting your brand. Be vigilant for AI scams that use your name or logo, and report them promptly.
Stopping AI Scams, One Ad at a Time
Online ad fraud is a major problem, but Google is actively working to combat bad actors and AI scams. To stand out in a world of AI-generated noise and avoid issues that cost your business time and money, be cautious, stay compliant, and make sure you're putting out trustworthy, high-quality ads.
