Staying updated with Google AdSense policies is crucial for every online publisher, and 2025 has brought significant changes that could impact your earnings, content strategy, and website compliance. As Google continues to refine its ad platform to improve user experience, fight fraud, and align with global regulations, these new policies demand closer attention than ever before. Whether you run a blog, a niche website, or a large publishing network, understanding these updates isn’t optional—it’s essential for maintaining monetization eligibility. From stricter content quality guidelines to new traffic sourcing rules and transparency requirements, these changes may affect how your ads are served and how much you earn. In this blog, we’ll break down the most important 2025 AdSense policy changes, explain their implications with real-world examples, and provide actionable tips to ensure your website remains compliant and profitable in this evolving digital landscape.
Key AdSense Policy Changes in 2025
Policy Update Effective February 16, 2025
Google revised the Google Publisher Policies to reflect advances in privacy-enhancing technologies (e.g. Trusted Execution Environments, secure multi-party computation) and to cover new ad surfaces like Connected TVs and gaming consoles.
Publishers must now:
- Provide clear disclosures of data collection, sharing, and usage associated with Google services (cookies, IP addresses, web beacons, identifiers).
- Include a prominent link such as “How Google uses information…” if using Google products, and clearly state other third-party data practices.
Example:
A food blog with video ads must update its Privacy Policy to mention tracking on Connected TV devices and note data shared via Google ads.
Expanded Privacy & RDP Requirements Jan–Jul 2025
Google introduced automatic Restricted Data Processing (RDP) in response to evolving privacy laws in U.S. states.
Timeline:
- Nov 15, 2024: RDP auto-applied to Iowa, Delaware, New Jersey, Nebraska, New Hampshire traffic.
- June 30, 2025: More states added (Colorado, Connecticut, Montana, Nebraska, New Hampshire, Texas, Minnesota, New Jersey, Maryland), triggering GPC‑based opt‑outs that force RDP mode for those users.
Implication:
Ads will be non-personalized in affected states, reducing CPMs and RPMs due to lower ad targeting.
Restricted Access Features (RAFs) in AdSense for Search
On June 24, 2025, Google announced a tiered RAFs system for Search publishers, launching from August 25, 2025:
- Features like Related Search units, advanced customization, styling controls, click‑tracking, and reporting channels will only be available to publishers with good account standing.
- Accounts with five RAF‑eligible violations or a single egregious violation receive a “strike” and restrictions.
- Violation records stay active for two years, affecting eligibility.
Example:
If your account has recent violations, you may be limited to only 5 suggested Related Search terms per page and restricted reporting, compared to unlimited access if you’re in good standing.
Removal & Deprecation of Blocking Controls
Google announced the removal of certain blocking categories in the AdSense UI:
- May 15, 2025: “Video Games (Casual & Online)” sensitive category removed.
- July 30, 2025: “Significant Skin Exposure” category will be removed from blocking controls, limiting ability to broadly block creatives with bare skin.
Impact:
If you previously blocked these categories, those blocks will automatically disappear—no action needed—but future control granularity will reduce.
Video Policy Moved to Restrictions
In September 2024 (affecting 2025), Google relocated video inventory policies from general policies to the Google Publisher Restrictions framework:
- Restricted video content may earn reduced ad serving.
- Specific ad SDK and tag requirements for In‑stream, Accompanying Content, Interstitial, and Standalone placements.
- Sticky video behavior now tightly defined (e.g. video must start in main content, only transition on scroll).
Example:
A tutorial site using pre-roll in-stream ads must use the correct Google Interactive Media Ads SDK and tag its video placement audibility accurately, otherwise ads may not serve or revenue may suffer.
Data Snapshot: AdSense Performance Trends in Early 2025
- January 2025 RPMs hovered around $7.00–8.00 and CPC averaged $0.14—an improvement over late 2024 lows.
- Publishers relying heavily on personalized ads in newly regulated states may see RPM drops due to RDP enforcement.
Publisher Action Checklist
| Area | What You Should Do |
|---|---|
| Policy & Privacy Notices | Update privacy policy with disclosures of data usage across devices and surfaces; include Google’s “How we use data” link if appropriate. |
| Blocking Controls | Remove reliance on deprecated categories (video games, skin exposure). Review remaining blocking strategies. |
| AdSense for Search (RAFs) | Check account violations; appeal if needed before Aug 25, 2025 to maintain full feature access. |
| Video Implementation | Confirm correct placement tags, SDK usage, and user experience compliance for video formats. |
| Privacy Compliance | Monitor traffic from states with new privacy laws; ensure consent and RDP are handled correctly (especially for GPC signals). |
Example Use Case
Scenario:
You run a tech blog monetized via AdSense on web and mobile; you also offer AdSense for Search on recommendation pages.
- Privacy update: You revise your privacy policy in February 2025 to include disclaimers about cookie use on Connected TVs and data collection via web beacons and IPs.
- RDP impact: Since 20% of your traffic comes from Connecticut, you see a decline in personalized ad revenue and adjust by adding contextual content and reviewing consent solutions.
- RAFs alert: You notice pending violations and work to clear them before August 25 to avoid loss of advanced search units and click tracking.
- Video ads audit: You double-check your video ad code to ensure in-stream ads are declared correctly and compliant with sticky behavior rules.
Conclusion
Google’s 2025 AdSense policy updates place strong emphasis on privacy transparency, regional compliance, and behavior-based access to features. Publishers must be proactive—reviewing disclosures, assessing rights in Search monetization, and aligning with new ad surfaces.
