Gemini is stopping harmful ads before Australians ever see them
Our safety teams work around the clock to stop bad actors that use increasingly sophisticated, malicious ads. In 2025, Gemini-powered tools dramatically improved our ability to detect and stop bad ads: globally, our systems caught over 99% of policy-violating ads before they ever served, and we’re continuing to evolve our defenses to stay ahead of even the most advanced schemes.
Blocking ads with greater precision
Our teams have long used advanced AI to identify and stop scammers, and Gemini takes that work even further. Our models analyse hundreds of billions of signals — including account tenure behavioural cues and campaign patterns — to stop threats before they reach people. Unlike earlier keyword-based systems, our latest models better understand intent, helping us spot malicious content and preemptively block it, even when it’s designed to evade detection.
This proactive approach helped us defend against bad actors. Globally in 2025, we blocked or removed over 8.3 billion ads and suspended 24.9 million accounts, including 602 million ads and 4 million accounts associated with scams.
In Australia in 2025, 438.6 million ads were removed and 594,000 advertiser accounts were suspended.
While technology catches the vast majority of policy violations, our expansive advertiser verification program provides another vital layer of prevention. Validating identities and stopping bad actors before they enter our systems helps Aussies trust the businesses behind the ads they see. In 2025, 98% of ads seen in Australia were from ID verified advertisers.
Working faster than scammers
Bad actors are using third parties’ generative AI tools to create deceptive ads at scale, and Gemini helps us detect and block them in real time. By the end of last year, the majority of Responsive Search Ads created in Google Ads were reviewed instantly, and harmful content was blocked at submission — a capability we plan to bring to more ad formats this year.
Gemini also helps us process user feedback more efficiently, which helped our teams to take action on more than four times as many user reports in 2025 than in the year prior. That means when a threat does slip through, we can neutralise it quickly. This speed also helps our safety experts focus on the complex work that requires human judgement.
Stopping threats while supporting businesses
By analysing beyond images and text patterns, Gemini can better distinguish between a credible offer and an intricate lure — a level of nuance that helped us reduce incorrect advertiser suspensions by 80% last year. This accuracy allows us to focus on two things in tandem: prioritising the removal of harmful content while helping honest businesses keep their ads running. As threats evolve, Gemini keeps our defences one step ahead.
Learn more in the 2025 Ads Safety Report.
