Ginny Marvin says, “Ad disapproval notices are typically uninteresting bland affairs, free of controversy. Last week, however, a disapproval notice from Google raised eyebrows.

WordStream received a disapproval notice for a Gmail ad — the ads looks similar to email messages and appear in the Promotions tab — in a campaign that used “curvy” and “plus size” keywords in the targeting. The disapproval reason given in the AdWords UI simply stated, “Gmail Ads- Body type and personality targeting”. It was the full policy explanation that the team received that caused a reaction (bolding is mine):

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Disapproval Reason

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Gmail Ads- Body type and personality targeting: Given the unique nature of Gmail ads and how users interact with these ads, we’ve developed an additional layer of policy requirements specific to Gmail ads”.

Google Changes Language, Being “Plus-Size” Or “Curvy” Isn’t A Negative Physical Attribute

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