A six-month limit lands on the right to appeal
From July 21, 2026, Google removed the option to appeal policy decisions older than six months directly from a Google Ads account. The change covers ad disapprovals, asset restrictions and account actions. It was published in the advertising policies help center change log and took effect the same day. This issue covers the July 21 agenda and was published on July 25, 2026 to complete the archive.
The in-account appeal door closes on older decisions
A note added to the Google Ads policy change log under the heading "Update to Appeals Limits (July 2026)" states that from July 21, 2026 the option to appeal a policy decision directly from a Google Ads account will not be available for decisions made more than six months earlier. In practice that means disapprovals and restrictions issued before January 21, 2026 can no longer be appealed through Policy Manager. Advertisers are directed to Google Ads support; the reporting notes it is not clarified whether appeal routes through support channels or dedicated forms remain open for older decisions.
No notice period, no blog post
The striking part is the timing: publication and effective date fall on the same day. Other Google updates through 2026 typically came with lead times ranging from 16 days to two years; here there is no such window. There was no separate blog post, video or formal announcement, only the help center entry.
In the background sits a shift toward moving enforcement earlier, into campaign setup. The Ads Advisor tools introduced in April 2026 aimed to surface policy issues while a campaign is being created and to scan accounts proactively. Read alongside that, the narrowing appeals window suggests the weight is moving from fixing a problem after it appears to preventing it in the first place.
An old disapproval can now become permanent
In ad accounts, policy decisions often get shelved for later. An asset stays disapproved, the campaign runs another way and the matter is forgotten. With the new limit that delay carries a cost: decisions past six months can no longer be fixed from inside the account. On restrictions applied at account level in particular, that can block the path of a business that wants to scale later. The rule also signals the platform's wish to reduce its review load, compressing appeals into a defined window rather than letting them accumulate indefinitely.
What it means for businesses in Türkiye
In Türkiye a good share of ad accounts change hands between agencies, freelancers and the business itself. Past policy decisions are rarely on anyone's agenda during a handover, and by the time a new team notices an old restriction the appeal window may have closed. Three practical steps. First, inventory: list every disapproved ad, asset and account-level warning today, with dates. Second, priority: deal first with those approaching the six-month line, since they are closest to becoming irreversible. Third, records: add policy history to the handover checklist when accounts change hands. Beyond that, getting Türkiye-specific requirements right from the start in ad copy and creative (health claims, discount and price disclosure rules) remains the cheapest way to reduce disapproval risk.
The UNALSOFT take
Our reading is this: on ad platforms, a right you do not exercise in time quietly dissolves. That is why we track policy warnings as regularly as performance metrics in the accounts we run, and handle a disapproval when it appears rather than weeks later. In our ad management service we keep account health as the invisible but most critical line of the report: when a campaign stops, someone notices; when an account is quietly restricted, nobody does.
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