In October, 2025, Google will be updating the Google Ads Misrepresentation policy concerning Dishonest Pricing Practices to ensure greater transparency and prevent user deception. The following will be updated:
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No hiding fees, extra charges, or surprise costs after they click your ad. (Google Help)
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Pricing practices that create a false or misleading impression of the cost of a product or service, leading to inflated or unexpected charges are prohibited. This includes, but is not limited to: 1. You must clearly show the full cost users will pay, not just the “starting from” price or a teaser rate. (help.kliken.com); 2. You can’t lure people with a low “headline” price and then force them into paying much more (bait-and-switch). (Search Engine Roundtable)
Why this matters for your tourism business
You likely run ads for tours, lodging, packages, etc. Google will expect that what someone sees in your ad matches what they pay, without nasty surprises.
Google will begin enforcing the policy update on October 28, 2025, with full enforcement ramping up over approximately 4 weeks.
Violations of this policy will not lead to immediate account suspension without prior warning. A warning will be issued, at least 7 days, prior to any suspension of your account.
Also, misleading pricing damages your trust with customers. In tourism, word-of-mouth matters a lot.
What you should do now (quick checklist)
If you have Google Ads running or plan to launch Google Ads, these are the steps you can take:
1. Review every ad you are running (or plan to run).
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Does the price in the ad match what someone ends up paying?
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Are extra costs (taxes, service fees, add-ons) clearly disclosed or included?
2. Update your landing pages
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Show the total cost (or as close to it as reasonably possible).
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If your pricing depends on variables (season, group size, extras), offer examples of “full prices” so people know what to expect.
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Don’t bury fees in fine print or in hard-to-find places.
3. Monitor warming notices
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If Google flags or does not approve an ad, fix it immediately.
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Keep track of patterns — if certain wording or pricing “types” trigger issues, avoid them.
4. Document your pricing and policies
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Keep internal notes explaining your cost structure, extra fees, etc.
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That helps you respond or appeal if Google questions your ads.
For additional information on this policy, checkout the resources below:
Disclaimer
The information provided in this document is for general informational purposes only and reflects updates to Google Ads’ Misrepresentation Policy as of October 2025. While every effort has been made to ensure accuracy, Regional Tourism Organization 7 (RTO7) does not provide
legal, financial, or advertising compliance advice.
Tourism operators and partners are solely responsible for reviewing their own advertising practices, policies, and compliance with applicable laws and platform requirements, including Google Ads policies. RTO7 shall not be held liable for any actions taken, omissions made, account suspensions, or penalties incurred as a result of reliance on the information contained in this document.
Operators are strongly encouraged to consult with qualified advisors or directly reference Google Ads’ official policy documentation before implementing or modifying their advertising campaigns.
By using the information provided, you acknowledge and agree that RTO7 bears no responsibility for outcomes resulting from its application.