Google has shared new details on how its Gemini ad safety systems are being used to detect and block harmful ads, as online scams continue to grow in scale and complexity. The update points to a sharp rise in malicious advertising activity, with billions of ads removed and millions of advertiser accounts suspended over the past year.
The company said its systems blocked more than 8.3 billion ads in 2025, with a large portion linked to scam activity. Nearly 25 million advertiser accounts were also suspended, including millions tied to fraudulent campaigns. The figures highlight the volume of abuse facing large ad platforms and the ongoing challenge of keeping such content in check.
Gemini Ad Safety Focuses on Early Detection
A key shift in Gemini ad safety is the focus on stopping harmful ads before they are published. Instead of relying only on keyword-based filters, newer systems are designed to assess intent by analyzing a wide range of signals such as account behavior, campaign patterns, and account history.
This approach reflects a broader move across the industry toward earlier detection. By identifying suspicious activity at the submission stage, platforms aim to reduce the number of harmful ads that reach users in the first place.
Google said its systems now catch more than 99 percent of policy-violating ads before they are served, although such figures are difficult to independently verify.
Rise of AI-Generated Scam Ads Adds Pressure
The update comes as scammers increasingly use generative AI to create more convincing fake ads. These ads can mimic legitimate businesses, use polished language, and adapt quickly, making them harder to detect using older systems.
This shift has put pressure on ad platforms to respond faster. Under the Gemini ad safety framework, many ads are now reviewed instantly at the time they are submitted. This includes Responsive Search Ads, where harmful content can be blocked before going live.
At the same time, user reports continue to play a role. Google said it processed significantly more user complaints in 2025 compared to the previous year, allowing faster action when suspicious ads slip through.
Policy Enforcement and Verification Measures Expand
Alongside automated detection, enforcement still relies on Google Ads policies, which define what content and practices are allowed. These rules prohibit areas such as counterfeit goods, dangerous products, and services that enable dishonest behavior, including hacking tools or fake documents.
Advertiser verification is another part of the system. By requiring identity checks, platforms attempt to prevent repeat offenders from re-entering under new accounts. While verification can limit abuse, it also depends on how strictly it is enforced and how easily it can be bypassed.
The combination of policy enforcement and AI-based detection forms the backbone of the current Gemini ad safety approach.
Accuracy Improves, but Challenges Remain
One issue in ad moderation is the risk of false positives, where legitimate advertisers are flagged or suspended. Google said improvements in its models have reduced incorrect suspensions, suggesting better differentiation between genuine campaigns and misleading ones.
Even so, the scale of enforcement raises ongoing questions. Blocking billions of ads indicates both improved detection and the sheer volume of problematic content being submitted.
The use of AI on both sides is also shaping the landscape. While platforms use tools like Gemini ad safety to detect abuse, attackers are using similar technologies to create it. This creates a continuous cycle where detection methods need to keep evolving.
Ongoing Effort to Contain Malicious Advertising
The latest figures underline how widespread malicious advertising has become. Scam ads remain a persistent issue, particularly in sectors where users are more likely to engage with offers or financial services.
Google’s update suggests progress in identifying and removing harmful content earlier in the process. However, the data also shows that ad platforms are dealing with a high and steady flow of abuse attempts.
As Gemini ad safety systems continue to develop, the focus is likely to remain on faster detection, stronger verification, and tighter enforcement. For users, the impact depends on how effectively these measures reduce exposure to scam ads over time.
