Dishonest Pricing Practices Now Explicitly Prohibited
New sub-policy under Misrepresentation targeting bait-and-switch, price exploitation, and misleading “free” offers. Full expense disclosure required.
What Changed
On October 28, 2025, Google introduced a Dishonest Pricing Practices sub-policy under Misrepresentation. Any ad mentioning a price must reflect what a buyer will actually pay, with full disclosure before and after purchase.
Four categories prohibited: hidden fees (undisclosed mandatory costs), bait-and-switch tactics, price exploitation of vulnerable individuals, and misleading free offers (apps labeled “free” that require payment). Automotive dealers are particularly impacted — all mandatory fees must be included in advertised prices.
Enforcement ramped up over 4 weeks with a graduated approach. Violations receive a 7-day warning before account suspension, giving advertisers time to correct pricing disclosures.
Who's Affected
- Automotive dealers — must disclose all mandatory fees in advertised prices
- E-commerce retailers using drip pricing or hidden shipping fees
- SaaS and subscription businesses with unclear pricing or hidden post-trial costs
- Travel and hospitality advertisers with resort fees or service charges
- App developers advertising apps as “free” that require in-app purchases
- Financial services advertising introductory rates without post-promotional pricing
Action Steps for Advertisers
- 1Audit all ad pricing claims — ensure every price matches actual total cost including mandatory fees
- 2Disclose all non-optional fees in the ad or landing page before user commits
- 3Review free trial advertising — clearly state trial duration and post-trial cost
- 4Remove bait-and-switch patterns — advertised products must be available at advertised price
- 5Update landing pages to show all-in pricing or clearly itemize mandatory costs above the fold
- 6Train teams that create promotional pricing for ad campaigns on the new policy
Key Dates
| Date | Milestone |
|---|---|
| Oct 28, 2025 | Enforcement begins |
| Nov 2025 | Full enforcement (~4 weeks after announcement) |