Google Publishes Guidance for Text Disclaimers in Search Ads — 90 Characters, AI Max Compatible

Google published a Help Center page for text disclaimers in Search ads, the feature that lets required terms, conditions and disclosures appear directly within a Search ad.

What the documentation says

• Text disclaimers are available to all Google Ads advertisers worldwide
• Disclaimers must be added after campaign creation, through the Assets menu
• Each disclaimer can contain up to 90 characters
• The feature is compatible with AI Max campaigns
• If a disclaimer asset is disapproved, the ad keeps serving without the disclaimer rather than stopping delivery

Why it matters

Plenty of advertisers operate in regulated industries where legal disclosure is mandatory. Dedicated disclaimer assets provide a cleaner way to carry required messaging without sacrificing headline or description space.

There is a catch: disclaimer assets override any pinned Description Line 1, which can change how carefully structured Search ads render. Google also notes disclaimer text may be truncated in some situations, such as larger font sizes or certain languages.

The bigger picture

As Google adds AI-powered campaign features, it is also expanding the compliance tooling advertisers need. Explicit AI Max compatibility suggests disclaimer assets are meant to behave consistently across both traditional Search campaigns and newer AI-driven experiences.

The documentation was first highlighted by PPC specialist Hannah Gillespie.

A short checklist

1. Are you pinning descriptions? Disclaimers override pinned Description Line 1, so any copy you were protecting needs a new home.
2. Does the disclosure fit in 90 characters? Regulatory language rarely does. Confirm an abbreviated version still satisfies the requirement.
3. Have you planned for disapproval? The ad continues without the disclaimer, so verticals with mandatory disclosure need monitoring to catch that state.

For the broader move of account operations into Google Ads itself, see Google Moves Certification Applications Into Google Ads Accounts.