Google is stepping up its ad policy enforcement with a new update targeting fraud-linked phone numbers. Starting December 10, 2025, Google Ads will disallow any phone number associated with fraudulent activity or prior policy violations. The goal? To make advertising more transparent and trustworthy.

What’s Changing

Under the updated Destination Requirements Policy, advertisers whose phone numbers have been flagged for fraud or violations will see their ads disapproved. The enforcement period will ramp up over the following eight weeks after rollout.

Why It Matters

This update directly affects advertisers who rely on phone-based conversions — particularly those in industries like tech support, financial services, and lead generation. Phone numbers previously linked to deceptive practices, even unintentionally, could cause ads to be paused or disapproved.

To stay compliant, advertisers should audit all phone numbers used in campaigns and ensure they’re verified and legitimate. Failing to do so could disrupt ad delivery and harm campaign performance during the enforcement period.

For Advertisers

If your ads are impacted, you’ll receive a disapproval notice from Google. Visit the Google Ads Help Center to review steps for resolving issues and resubmitting your ads. Staying proactive now will help you avoid interruptions once enforcement begins.

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