At last, someone has taken a stand against the tooth whitener ad menace. It’s no tiny or obscure ad network: it’s Google. The company has decided to live up to its “don’t be evil” motto and ban advertisers who place ads that lead to sites peddling products like scammy free trials, get-rich-quick schemes, and malware. Previously, they would ban individual ads, but not advertisers. This was akin to playing a massive game of whack-a-mole with thousands of identical “local moms” who had identified the secret to weight loss. Or tooth whitening. Or stretch marks. Or…

Chadwick Matlin at The Big Money explains:

Up until now [Google] has taken action against ads, not advertisers. If an ad violated one of Google’s terms of use, the search giant would take it out of circulation, but that’s it. Google briefed TBM on its new policy: It will now ban the advertiser, not the ad, effectively neutering the advertiser’s ability to shift from one ad and shell site to another. Think of it like the struggle between the police and a graffiti vandal. Up until now Google has only been erasing the tags after they’ve been put up. Going forward, they’re going to take away his spray cans and put a GPS collar on him, making sure he never does it again. It would be a principled stand by any company, but especially by Google because of its position in the market.

The problem with permanent advertiser bans is that it can lead to false-positives, but this is a promising start on Google’s part.

Google Does Non-Evil Thing: Bans White Teeth, Flat Stomachs [The Big Money]

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