Google tightens rules on fraud-linked phone numbers in ads

Google Ads is updating its Destination requirements policy to block phone numbers tied to fraud or prior policy violations, part of the company’s ongoing effort to curb deceptive advertising practices.

The timeline:

• Policy update effective: December 10, 2025
• Enforcement ramp-up: Over roughly 8 weeks after rollout

What’s changing. Phone numbers flagged as fraudulent or with a history of violations will now be deemed unacceptable under the Destination requirements policy, leading to ad disapprovals.

Why we care. The change targets bad actors who use legitimate-looking phone numbers to mislead users or bypass enforcement, a recurring issue in sectors like tech support scams and lead generation. It’s a reminder to audit contact information across campaigns and ensure all numbers are verified and legitimate. Failing to do so could disrupt ad delivery, delay approvals, and hurt campaign performance during the enforcement rollout.

For advertisers. Those impacted will receive disapproval notices and can refer to Google’s help center for guidance on fixing disapproved ads or assets.

First seen. This update was shared by ADSQUIRE founder, Anthony Higman on X.

Between the lines. Google continues tightening ad verification and destination standards amid growing scrutiny over scams and consumer trust — showing that accountability for ad content now extends beyond just the landing page.

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