Google retires several legacy ad format policies

Google is cleaning up outdated requirements in Google Ads, reflecting how legacy ad formats have evolved into newer, more automated products.

What’s happening. As of March 17th, Google discontinued multiple ad format policies, including those related to form ads, image quality, responsive ads, and text ads.

What changed. These requirements are being removed because the original formats have transitioned into newer campaign types and ad experiences, making the old policy frameworks no longer relevant.

Why we care. This update simplifies the policy landscape in Google Ads, reducing confusion around outdated requirements tied to legacy formats.

What advertisers should do. Advertisers are now expected to rely on current Google Ads policies and ad format requirements, which govern newer formats like automated and AI-driven campaigns.

The bottom line. By removing legacy requirements, Google is streamlining policies in Google Ads — signalling a continued move toward fewer, more unified standards for modern ad formats.

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