Starting October 30, 2025, Google Ads will launch a new Help Center page outlining the requirements for Message assets. On the same day, the platform will begin enforcing these policies, with full enforcement ramping up over approximately four weeks.
Message assets that don’t comply with the updated requirements or can’t be properly verified will no longer serve. If your asset gets disapproved, you’ll still be able to address the issue using Google’s guidance on how to fix disapproved ads or assets.
Be sure to review the updated requirements once the Help Center page goes live to keep your campaigns running smoothly and avoid disruptions.
Read the full update here: Message assets requirements.