In 2024, Google made headlines by suspending a staggering 39.2 million advertiser accounts, a number that more than triples the suspensions from the previous year. This bold move is part of a larger initiative by the tech giant to safeguard its advertising ecosystem from fraud, misinformation, and policy abuse. As one of the most influential advertising platforms globally, Google’s intensified actions signal a significant shift in the digital marketing landscape, underlining the increasing reliance on artificial intelligence (AI) and human oversight in ensuring ad integrity.
The Rise of AI in Ad Safety Enforcement
A central theme in Google’s crackdown is its utilization of Large Language Models (LLMs) and other AI-driven technologies to proactively detect and neutralize fraudulent activities. Google reported that by using LLMs in combination with advanced signals—such as indicators of business impersonation or suspicious payment behaviors—it was able to block the majority of malicious accounts before they ever displayed a single advertisement.
In 2024 alone, Google introduced more than 50 AI enhancements designed to bolster the accuracy and efficiency of its safety enforcement. While the technological improvements are noteworthy, Google emphasizes that human oversight remains crucial. Alex Rodriguez, General Manager for Ads Safety at Google, highlighted the role of over 100 dedicated experts from various internal teams including Ads Safety, Trust and Safety, and researchers from DeepMind.
Battling Deepfake Scams and Policy Violations
One of the more pressing threats tackled by Google was the surge in deepfake scams. These deceptive practices often involve impersonating public figures in video or image-based ads to mislead consumers. Google’s teams studied these threats in depth and implemented robust technical countermeasures. These included the rollout of more than 30 policy updates specifically targeting ads and publisher conduct.
The result? Over 700,000 advertising accounts involved in deepfake scams were suspended. According to Google, this led to a 90% reduction in reports related to deepfake content. This milestone highlights how combining AI innovation with strategic policy updates can produce tangible safety outcomes.
Geographical Impact: U.S. and India Lead in Suspensions
The United States saw the highest number of suspensions, with Google removing 39.2 million advertiser accounts and taking down 1.8 billion individual ads. The violations ranged from ad network abuse and trademark misuse to deceptive healthcare claims and financial misrepresentation.
India, now the second-largest internet market globally, witnessed 2.9 million account suspensions. Google also removed 247.4 million ads in the country. The leading causes for ad removal in India included unauthorized financial service promotions, gambling, and personalized ad violations.
Together, these numbers indicate that Google is targeting its efforts not just globally but with tailored strategies for high-risk regions.
Tackling Scam-Related Violations
Scam-related advertising has been one of the most persistent challenges for online platforms. In 2024, Google suspended 5 million advertiser accounts specifically for scam-related issues and removed close to 500 million scam-related ads.
This development reflects a growing industry-wide concern about how scammers exploit digital advertising to defraud consumers. Google's rapid detection and removal mechanisms represent a proactive defense model that other platforms may seek to emulate.
Election Ads: A Test of Policy Enforcement
2024 was a politically charged year, with elections occurring in over half of the world’s countries. Google verified more than 8,900 new election advertisers and removed 10.7 million election-related ads. While these numbers might seem substantial, Google pointed out that election ads represent a relatively small fraction of their overall advertising volume.
Nevertheless, this was a critical test of Google’s policy enforcement capabilities. Ensuring that election ads meet ethical standards without infringing on free speech is a delicate balance, and Google's approach shows its growing maturity in navigating such complexities.
Year-Over-Year Comparisons: A Trend of Improvement
In total, Google blocked 5.1 billion ads in 2024 and took down 1.3 billion publisher pages. Although these figures are slightly lower than the 5.5 billion ads and 2.1 billion publisher pages removed in 2023, Google views this as progress. The decline is not due to reduced enforcement but rather improved prevention mechanisms.
By intercepting threats earlier, fewer harmful ads are being created or displayed in the first place. This efficiency in prevention is a strong indicator of the effectiveness of their AI systems and updated policy frameworks.
Additionally, 9.1 billion ads were restricted due to content or targeting rule violations, marking another layer of nuanced moderation that distinguishes between outright bans and limited visibility.
Transparency and the Role of Human Oversight
Massive account suspensions naturally raise concerns about fairness and accuracy. Advertisers need to understand why their ads or accounts were penalized. Google acknowledges that its previous communication strategies lacked clarity.
In 2024, Google implemented new transparency tools aimed at improving advertiser understanding. This included better explanations of policy violations and more intuitive appeal processes. Human reviews remain a key part of this framework to ensure that decisions are fair and reversible when warranted.
Alex Rodriguez admitted that clearer messaging has been a major focus for the team heading into 2025. As a result, advertisers can now expect more detailed rationale when their accounts face restrictions, reducing confusion and fostering trust.
Looking Forward: What This Means for Advertisers
For marketers, these changes imply a more secure but also more demanding advertising environment. Here are some key takeaways for businesses planning to advertise on Google:
- Strict Compliance is Non-Negotiable: Google’s policies are evolving rapidly. Advertisers must stay updated and ensure all campaigns meet the latest standards.
- Verification Will Become Standard: Expect more identity checks and background verification, particularly in sensitive categories like finance, healthcare, and politics.
- Content Quality Matters More Than Ever: Low-quality, misleading, or AI-generated content that lacks transparency will face stricter scrutiny.
- Ad Appeal Processes Are Improving: While suspensions are increasing, so are the mechanisms to challenge them, especially with human oversight.
- AI Integration Is Expanding: Marketers can anticipate AI-powered ad creation and targeting tools but will need to balance automation with authenticity.
Google’s 2024 crackdown on ad fraud marks a new era in digital advertising. With a combination of AI-powered tools, human expertise, and policy refinements, the company is reshaping how online ads are monitored and enforced.
As we look toward 2025 and beyond, this trend is likely to continue, pushing the boundaries of what’s possible in safe, ethical, and effective online marketing. For advertisers, the message is clear: play by the rules, prioritize transparency, and leverage AI responsibly. Only then can they thrive in this new landscape shaped by Google’s evolving ad safety ecosystem.