Google Ads will allow some gun accessory ads in US Search from October

Google said on 21 September that it will run a six-month pilot for gun accessory ads in the United States from October 2026. The change sits in its Dangerous Products and Services policy. Advertisers will be able to promote bipods, sights, slings, mounts and braces.

The pilot covers Google Search in the United States only

The ads can run only on Search. Google says they stay banned on all its other surfaces, which rules out YouTube, Display and the rest of its network. They also stay banned outside the US. Accessories that make a firearm safer were already allowed and remain so.

Firearms, ammunition and licensed parts stay banned

The rule change is narrow. Ads for firearms, ammunition and regulated gun parts are still not allowed. The same goes for any accessory that needs a permit or licence, or that is regulated by a US state or federal law. Google’s notice does not say whether shops must apply or get certified to take part.

People who do not want to see such ads can switch them off in My Ad Center, Google says.

Outdoor and hunting retailers gain a new Search channel

Until now, US retailers could promote only safety accessories for guns on Google. The pilot lets them buy keyword ads for bipods, sights, slings, mounts and braces as well. Retailers selling to Europe or other markets gain nothing, since the ads stay US-only.

Google has loosened rules for other sensitive categories this year. It opened personalised targeting for alcohol ads on YouTube from 30 October. Other platforms have gone the other way on some sensitive ads: TikTok blocked Meta ads about teen safety.

The pilot starts in October 2026 and is set to last six months, which takes it to around April 2027. Google has not said what happens when it ends, so retailers get one holiday season to test demand.