What is the new Google requirement on Firearms and how does it affect auctioneers?
You may have been aware that Google, Facebook, and other digital advertising providers have prohibited ads that directly advertise firearms for some time.
In August 2021, Google further advised advertisers of a more stringent approach to their stated limitations on the promotion of guns, gun parts, and related products (except gun parts that increase the safety of a gun). They have now moved to define an “ad” as;
- The text or display ad in Google search
- Any content found on the corresponding landing page
The full policy from Google can be found HERE
As a result of this latest change by Google, we must limit the categorization for all firearms auctions to ONLY be displayed/categorized on the Guns & Military Artifacts Category Page on Proxibid.com which has direct traffic of all interested parties who are in the market to purchase firearms.
This means firearms auctions and ads can no longer be displayed on the following pages:
- Proxibid Homepage ads on any upcoming firearms auctions
- Firearms as popular item
- All Auctions landing page
- Auctions Near Me landing page
- Timed/Live Auctions landing page
- Upcoming Auctions landing page
Where there are various categories within an auction, including firearms – please separate the firearms assets by creating a new auction and choosing the Guns & Military Artifacts Category as the primary category. Please note, Proxibid will not charge an additional event fee for a firearm-only auction that is linked to a non-firearm auction. If most of the auction assets are firearms, please choose the Firearms & Militaria Category as the primary category, a secondary category for any auctions that may include firearms will no longer be available.
Our goal is to ensure maximum marketing and exposure for all of your auctions. Ensuring that firearms do not appear outside of the Guns & Military Artifacts category offers maximum exposure for all assets.
We are asking for your support with these changes. Our Customer Support team will also conduct daily checks for these new categorization policies, you may notice that firearms in your auction may be recategorized, should they initially be outside of the Guns & Military Artifacts Category.
We greatly value your business and apologize sincerely for the limitations mandated by Google, but it is, unfortunately, one that is outside of our control. We must abide by the rules of engagement set forth by Google when it comes to digital advertising otherwise, we risk sanctions that could impact our ability to serve auctioneers.