Sept. 29, 2025 (Muzicgh.com) — Google will toughen its Misrepresentation policy next month to curb ads that obscure the true cost of products and services, requiring clearer, upfront disclosure of payment models and total charges before and after purchase. The update, posted Sept. 23, says enforcement begins Oct. 28, 2025 and will ramp up over roughly four weeks; advertisers will receive at least seven days’ warning before any account suspension tied to violations.
The changes zero in on “dishonest pricing practices.” Ads that create a misleading impression of price, for example by luring users with eye-catching low figures and switching them to higher-priced offers, will be prohibited. Google also flags pressure-pricing that exploits people in vulnerable situations, promoting paid apps as “free,” and free-trial offers that fail to state the trial length or the automatic charge that follows. Advertisers are told to remove any ads that fall within scope before the Oct. 28 start of enforcement.
Google frames the move as part of its broader Misrepresentation policy, which aims to keep ads “clear, honest” and give users the information they need to make informed decisions. That policy also addresses misleading identity claims, clickbait formats, manipulated media and unreliable claims. While those categories remain in force, the new update narrows specifically to pricing transparency.
What changes for advertisers: Creatives and landing pages will need conspicuous, near-CTA disclosure of total costs, including fees, recurring charges and renewal terms. App marketing should reflect actual pricing in labels and descriptions. “Free trial” offers must plainly state trial duration and that charges follow unless cancelled. Repeated breaches can lead to suspensions after the warning period; individual non-compliant ads may be disapproved sooner.
Google’s Misrepresentation policy has been updated frequently in 2025 across several categories, but the company describes this pricing change as an incremental tightening meant to boost transparency and reduce user deception. Marketers running promotions that rely on add-on fees or post-trial billing should review campaigns now to avoid disruption as enforcement begins.
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