Why Google suspends health and peptide advertisers for circumventing systems, the setups that trigger it, and the step-by-step fix-and-appeal process.
Few Google Ads emails cause more panic than a suspension for circumventing systems. It usually arrives without warning, stops every ad in the account at once, and the notice says very little about what actually triggered it. For supplement, peptide and health brands it is one of the most common serious suspensions, and it is often triggered by something the team didn't think of as evasion at all.
This guide explains what the circumventing systems policy covers, the everyday setups that trip it in our category, how to investigate your own account, and how to appeal in a way that has a real chance of working. For the general appeal process across all suspension types, see our Google Ads suspension appeal guide.
Circumventing systems is Google's policy against behaviour that tries to get around, or interfere with, its ad review and enforcement. Google treats it as an egregious violation. Egregious violations are the ones Google considers so serious that it suspends accounts immediately, without the 7-day warning it gives for most repeat, non-egregious violations.
The policy is about intent as Google's systems interpret it, not intent as you experienced it. A setup built for a perfectly ordinary reason can still look like evasion to an automated reviewer. That is why so many health brands are surprised by this suspension.
In the accounts we audit, circumventing systems suspensions in this category tend to trace back to a handful of patterns. Several of them look harmless from the inside.
| Setup | Why it can look like evasion |
| Redirects or tracking domains between the ad and the site | The reviewer can't easily see the final page, or the final page differs from the display URL |
| Geo- or device-based page variations | Reviewers and users may be shown different content |
| Landing pages edited after approval to add products or claims | Content changed after it passed review |
| Creative misspellings of compound names in ads or keywords | Reads as an attempt to avoid restricted-term detection |
| A "clean" advertising domain that funnels to a riskier store | Ads approved on one site send traffic to content that wouldn't pass |
| A new account opened after a previous suspension | Linked through payment details, users, domains or business information |
| Agency or freelancer accounts previously linked to suspended clients | Related-account signals travel with people and payment methods |
The last two matter most. Google states that accounts related to a suspended account may also be suspended, including accounts created afterwards. A replacement account is one of the fastest ways to turn a recoverable situation into a permanent one.
The notice rarely names the exact trigger, so you have to find it. Work through this list and record what you find:
Fix the pattern, not one example of it. Typical fixes include:
If the business sells products that fall under Google's unapproved substances rules, fixing the "circumvention" pattern won't be enough. The product line itself has to come out of the advertised funnel. Our unapproved substances guide explains that separately.
Submit through the Contact Us option in the suspended account, after completing any verification Google asks for. A strong appeal is short, specific and factual:
Don't argue that you meant no harm, blame a freelancer without fixing anything, or send several appeals in a row. Google warns that too many appeals for the same suspension may not be processed. Our appeal letter templates show the structure we use.
This is the same discipline behind our cold-start peptide recovery brand, which launched and scaled without policy flags.
Sometimes. It's an egregious violation, so it's harder to reverse than most suspensions. A well-documented appeal can still succeed when the trigger was a technical setup, such as redirects or page variations, and it has been fully fixed.
Google treats circumventing systems as egregious. Egregious violations can lead to immediate suspension, without the warning Google sends before suspending for repeat non-egregious violations.
No. Google states that accounts related to a suspended account may also be suspended, including new ones. Opening a new account can itself count as circumventing systems.
No. Redirects are normal on many sites. The risk comes when redirects hide the final destination, or when the final destination differs from what was reviewed or shown in the ad.
We'll review the notice, trace your destinations and account relationships, and tell you honestly whether an appeal is likely to work before you submit anything.
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