Google blocked and removed more than 8.3 billion ads in 2025

Google has blocked or removed more than 8.3 billion ads in 2025, with over 99% of policy-violating ads stopped before they were served, according to its latest Ads Safety Report.

The report points to a growing volume and sophistication of online threats, particularly as bad actors increasingly use AI to generate deceptive ads at scale. In response, Google said it has strengthened its enforcement systems to detect and act on violations earlier in the ad lifecycle.

In total, 24.9 million advertiser accounts were suspended over the year, including four million tied to scam-related activity. The company also removed 602 million ads linked to scams, underscoring the continued prevalence of fraud across digital advertising ecosystems.

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Across enforcement categories, the largest volumes of removed ads fell under abuse of the ad network, misrepresentation, and legal requirement violations. Financial services, gambling, and healthcare-related ads were also among the most frequently restricted categories, reflecting higher-risk verticals where misleading claims and compliance breaches are more common.

Google said it has also improved its ability to act on user feedback, taking action on more than four times as many user reports compared to the previous year. This has enabled faster removal of ads that slip through initial detection systems.

Beyond ad removals, enforcement extended to publisher content. More than 480 million web pages were actioned in 2025 for policy violations, with the majority linked to sexual content, dangerous or derogatory material, and misleading or harmful content.

At the same time, Google said improvements in detection accuracy have reduced incorrect advertiser suspensions by 80%, a move aimed at limiting disruption to legitimate businesses while maintaining enforcement standards.

The company added that advertiser verification remains a key layer of defence, helping to prevent bad actors from entering the ecosystem by validating identities before ads are served.

The findings come as governments and platforms across Southeast Asia tighten guardrails around digital safety and AI-driven content.

In Singapore, the Advertising Standards Authority of Singapore recorded 379 pieces of advertisement feedback in 2025, including seven linked to generative AI. This is more than double the combined total in 2023 and 2024. The watchdog said the rise reflects growing use of AI in advertising, warning that vague or indiscriminate disclosures could hinder, rather than aid, consumer understanding.

Meanwhile in Malaysia, platforms are stepping up safeguards. Meta has introduced stricter content controls for teen users on Instagram, including default age-appropriate settings and enhanced parental supervision tools, as scrutiny around online harms and youth safety intensifies.

The moves reflect a broader push across the region to balance innovation with accountability, as platforms contend with more sophisticated threats while maintaining advertiser and user trust.

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