Promoted Videos—Editorial and Format Guidelines

The guidelines below will help you create effective promotions to meet your advertising goals. To run your promotion on YouTube Promoted Videos, you must adhere to these guidelines. Application of our policies will always involve an element of discretion and we reserve the right to reject or approve any promotions.

These guidelines apply to the text portion of your promotion (the first three lines of text to the right your thumbnail).

Accurate Ad Text

Accurately represent your product or service.

Your promotions and keywords must directly relate to the content on your video. When users see your promotion, they should be able to understand what kind of product, service, or other content they will find in your promotion. Products or services promoted must be reflected in your YouTube video; Promoted Videos can be disapproved if a promoted product or service is not offered or available as promised.

As a basic rule, use clear, descriptive, and specific ad content that highlights the differentiating characteristics of your product or service. You can distinguish your promotion by including your company name, line of business, or by highlighting one specific product. If you offer a local service or product, you might want to indicate your location in your promotion.


Use standard capitalization.

  • Don't use excessive capitalization such as "FREE" or "YOUTUBE PROMOTED VIDEOS."
  • You can choose whether or not to capitalize the first letter of each word in your promotion.

Character Limits

Stay within the text character limits.

Your intended headline and promotion text must fit within the limits below and not be cut off. Please keep these text limits in mind when planning your promotions:

  • Titles are limited to 25 characters.
  • The two description lines are limited to 35 characters each.

Grammar and Spelling

Use correct grammar and spelling.

  • Your promotion text must be in logical sentence or phrase form. This includes using grammatically correct spacing between words and around punctuation.
  • Promotions must contain correct spelling. The only exceptions are commonly misspelled words or spelling variations that the majority of users would recognize and understand.

Implied Affiliation

Don't imply inaccurate affiliation or partnership.

Your promotions may not imply an affiliation, partnership, or any special relationship with YouTube or Google. Promoted Videos cannot contain language that is likely to cause confusion as to the association between YouTube's or Google's services and your services.

Inappropriate Language

Don't use inappropriate language.

Your promotion cannot contain offensive or inappropriate language. This also applies to misspellings or other variations of inappropriate language.

Punctuation and Symbols

Use standard punctuation and symbols.

  • Don't use repeated, unnecessary, or gimmicky punctuation or symbols.
  • Your title may not contain an exclamation point.
  • Your entire ad text may only contain one exclamation point in total.
  • The use of symbols, numbers, and letters must adhere to the true meaning of the symbol.


Don't use unnecessary repetition.

Avoid gimmicky repetition of words or phrases.

Target Specific Keywords

Target relevant and specific keywords.

Use specific keywords that accurately reflect your products, services, or the videos you're promoting. If you offer a location-specific product or service, you might consider using keywords that reflect your location.


Adhere to our trademark policies.

YouTube and Google recognize the importance of trademarks. As a courtesy to trademark owners, we have created trademark complaint procedures with respect to use of trademarked terms in connection with YouTube Promoted Videos promotions.

Trademarks are territorial and apply only to certain goods or services of the trademark owner. Therefore, different parties can own the same mark in different countries or different industries. Accordingly, in processing complaints, we will ask the trademark owner for information regarding where the mark is valid and for what goods or services.

Trademark Complaints

As a provider of space for advertisements, Google is not in a position to arbitrate trademark disputes between advertisers and trademark owners. Advertisers are responsible for the keywords and promotion text that they choose to use. Accordingly, we encourage trademark owners to resolve their disputes directly with the advertiser, particularly because the advertiser may also be using your trademark on similar ads in other programs.

However, Google takes allegations of trademark infringement very seriously and, as a courtesy, we're happy to investigate matters raised by trademark owners. Trademark owners are not required to be a YouTube Promoted Videos advertiser in order to send a complaint.

The AdWords Trademark Complaint Procedure applies to complaints related to the promotion text of YouTube Promoted Videos promotions.

Accordingly, if you have concerns about the use of your trademark in the promotion text of YouTube Promoted Videos promotions, file a trademark complaint here.

If you have concerns about the use of your trademark in the Sponsored Video itself, you can submit your complaint to us via the contact information available here.

Once Google receives all of the required information from the trademark owner, the claim will be investigated, and appropriate action will be taken.

Please note: Such trademark investigations will only affect promotions served on or by YouTube Promoted Videos. Additionally, our trademark policy does not apply to search results, only to Promoted Videos.

Unacceptable Phrases

Don't use unacceptable phrases. Avoid call-to-action phrases such as "click here" that could apply to any promotion, regardless of content. This type of generic phrase has been found to add little value to your promotion's message. The limited text space should be used for concise, informative language that sets you apart from your competition.

to add this to Watch Later