Google’s suspended 39 Million Advertisers and 5.5 billion ads removed

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Google’s 2024 Ad Crackdown: 39 Million Advertisers Suspended and 5.5 Billion Ads Removed

In 2024, Google unleashed an unprecedented enforcement campaign against fraudulent and policy-violating advertisements, suspending 39.2 million advertiser accounts and removing or blocking 5.5 billion ads globally. This marked a dramatic escalation from the previous year, with account suspensions soaring over 200% from 12.7 million in 2023. The tech giant’s annual Ads Safety Report, released on April 16, 2025, underscores how advancements in artificial intelligence (AI), particularly large language models (LLMs), have revolutionized its ability to combat ad fraud and scams at an extraordinary scale. This article delves into the details of Google’s 2024 efforts, the role of AI in reshaping ad enforcement, the challenges posed by AI-driven scams, and the implications for advertisers and consumers alike.

The Scale of Enforcement: By the Numbers

Google’s 2024 enforcement statistics are staggering. The company suspended 39.2 million advertiser accounts, a figure more than triple that of 2023. Of these, 5 million accounts were flagged specifically for scam-related violations, with 415 million ads blocked or removed for similar reasons. Globally, Google removed 5.1 billion ads (with 1.8 billion in the U.S. alone) and restricted an additional 9.1 billion ads for legal or cultural sensitivities. In India, the second-largest internet market, Google suspended 2.9 million accounts and removed 247.4 million ads, citing violations in financial services, trademark misuse, and ad network abuse.

Beyond advertisers, Google enforced policies against publishers, blocking or restricting ads on 1.3 billion web pages and taking site-level action against 220,000 publisher sites. Sexual content was the most common reason for publisher page violations, affecting 1.2 billion pages, followed by dangerous or derogatory content and malware. In the realm of election advertising, Google verified 8,900 new election advertisers and removed 10.7 million election ads from unverified sources, reinforcing transparency during a year when half the world’s population participated in elections.

AI: The Double-Edged Sword

The backbone of Google’s 2024 enforcement success was its investment in AI, particularly LLMs. The company implemented over 50 enhancements to its machine-learning models, enabling what it describes as “more efficient and precise enforcement at scale.” These models contributed to 97% of the page-level enforcement actions, detecting fraud signals like illegitimate payment details or business impersonation during account setup. As a result, the vast majority of the 39.2 million suspended accounts were caught before they could serve a single ad, a significant improvement over previous years.

However, AI is not only a tool for enforcement but also a weapon for bad actors. The rise of generative AI has fueled sophisticated scams, particularly deepfake impersonation ads featuring celebrities or public figures to promote fraudulent investment schemes or cryptocurrencies. In response, Google assembled a dedicated team of over 100 experts, including members from its Ads Safety team, Trust and Safety division, and DeepMind researchers. This team updated the company’s Misrepresentation policy, leading to the permanent suspension of 700,000 accounts and a 90% reduction in deepfake scam reports. Despite this progress, the adaptability of scammers underscores the ongoing cat-and-mouse game between fraudsters and enforcers.

Policy Updates and Transparency Measures

Google’s 2024 crackdown was supported by over 30 new or updated policies for advertisers and publishers. These included stricter rules against ad network abuse, trademark infringement, false medical claims, and misrepresentation. The company also expanded its advertiser identity verification program to over 200 countries, ensuring that more than 90% of ads seen by users come from verified advertisers. For election ads, Google mandated “paid for by” disclosures and maintained a public transparency report to help users identify the sources of political advertising.

To address concerns about erroneous suspensions, Google emphasized its appeal process, which includes human reviews to ensure fair enforcement. Alex Rodriguez, Google’s General Manager for Ads Safety, noted during a media roundtable that the company improved transparency in 2024 by providing clearer explanations for suspensions. “Oftentimes, our messaging wasn’t as clear about the rationale,” Rodriguez said, highlighting efforts to reduce confusion for advertisers.

Challenges and Criticisms

While Google’s aggressive enforcement has been praised for enhancing brand safety and consumer trust, it raises concerns about overreach. The reliance on AI, while efficient, is not infallible. LLMs can mistakenly flag legitimate advertisers, causing disruptions for businesses dependent on Google’s ad platform. The sheer scale of suspensions—39.2 million accounts—suggests that some genuine advertisers may have been caught in the crossfire. Google acknowledges this risk, emphasizing human oversight and the appeal process, but the volume of ads and accounts makes manual review challenging.

Moreover, the slight decrease in removed ads (from 5.5 billion in 2023 to 5.1 billion in 2024) has sparked debate. Some experts, like Search Engine Land’s Barry Schwartz, argue that the drop reflects Google’s success in preemptively suspending accounts before ads are served. Others question whether the company is fully addressing the root causes of ad fraud, given the persistent presence of malicious ads. For instance, Google reported removing 793.1 million ads for ad network abuse and 503.1 million for trademark misuse, indicating that these issues remain pervasive.

Regional Impact: India and Beyond

In India, Google’s enforcement efforts were particularly pronounced, with 2.9 million accounts suspended and 247.4 million ads removed. The top violations included financial services scams, trademark issues, and gambling-related content. This reflects India’s growing digital economy and the corresponding rise in fraudulent advertising targeting its 1.4 billion population. Google’s focus on India underscores the need for localized enforcement strategies, as cultural and regulatory nuances vary across markets.

Globally, the U.S. led with 39.2 million account suspensions, driven by similar violations. The consistency of issues across regions—scams, trademark misuse, and ad network abuse—highlights the universal challenge of maintaining a safe ad ecosystem. Google’s ability to tailor its AI models to detect region-specific fraud signals, such as illegitimate payment methods, has been critical to its success.

The Broader Implications

Google’s 2024 Ads Safety Report signals a new era in digital advertising, where AI is both a shield and a sword. For consumers, the crackdown promises a safer online experience, with fewer scams and misleading ads. For legitimate advertisers, however, the heightened scrutiny means navigating stricter policies and verification processes. The 90% drop in deepfake scam reports is a testament to Google’s progress, but the company acknowledges that scammers will continue to evolve, necessitating constant vigilance.

The report also raises questions about the balance between automation and human judgment. While AI enables enforcement at an unprecedented scale, the risk of false positives remains a concern. Google’s commitment to transparency and appeals is a step in the right direction, but advertisers need assurance that their businesses won’t be unfairly penalized. Additionally, the global scope of Google’s efforts—covering over 200 countries and verifying thousands of election advertisers—sets a precedent for other platforms like Meta and Amazon, which face similar challenges in their ad ecosystems.

Looking Ahead

As Google moves into 2025, it plans to further refine its AI models and policies to stay ahead of emerging threats. The company’s collaboration with industry peers and its investment in countermeasures, such as deepfake detection, will be critical to sustaining its progress. For advertisers, adapting to Google’s evolving standards—completing identity verification, adhering to updated policies, and appealing suspensions promptly—will be essential to thriving in this tightly regulated environment.

In conclusion, Google’s 2024 ad enforcement campaign, with 39.2 million accounts suspended and 5.5 billion ads removed, reflects a bold effort to clean up its advertising ecosystem. Powered by AI and supported by robust policies, the company has made significant strides in combating fraud and scams. Yet, the challenges of balancing efficiency, fairness, and adaptability remain. As AI continues to shape both the creation and prevention of malicious ads, Google’s ability to innovate while maintaining trust will define the future of digital advertising.

Sources: Google 2024 Ads Safety Report, Search Engine Land, Ars Technica, TechCrunch, The Hacker News, MediaNama, Marketing-Interactive, Digital Information World