2025
AGCM v Shein
The adRecyclability/circularity, sustainable lines
OutcomeEUR1m fine
LessonDo not generalise a small eco range to the whole brand
Everyday consumer · Ad policy
Luxury and fashion ad policy on Meta and Google
Luxury and fashion ads are prohibited on Meta and prohibited on Google. Third-Party IP Infringement / Copyrights and Trademarks: No ads that 'Promote or sell counterfeits, knockoffs, or replicas'. No ads 'likely to confuse people about the source, sponsorship or affiliation'. Rights holders report through the IP Help Center or Brand Rights Protection. (prohibited). The phrases most likely to cause trouble include "replica", "knock off", "imitation".
MetaProhibited
GoogleProhibited
Last checked5 October 2026
Meta rules Prohibited
Prohibited
- Third-Party IP Infringement / Copyrights and Trademarks: No ads that 'Promote or sell counterfeits, knockoffs, or replicas'. No ads 'likely to confuse people about the source, sponsorship or affiliation'. Rights holders report through the IP Help Center or Brand Rights Protection. (prohibited)
- Brand/celebrity-bait: No 'falsely claiming to represent... an established business'. (prohibited)
- Enforcement: H2 2022: >1.7m items removed on 180k+ counterfeit reports, plus 115m removed proactively. Meta and Louboutin filed a joint suit on 16 Nov 2023. (active)
Sources: transparency.meta.com · transparency.meta.com · transparency.meta.com · about.fb.com
Google rules Prohibited
Egregious: account suspension without warning
- Counterfeit goods (Ads): Bans 'knock off, replica, imitation, clone, faux, fake, mirror image, or similar terms when referring to a brand name'. (egregious: account suspension without warning)
- Trademarks: Trademarks as keywords are not restricted. Use in ad text is restricted for direct competitors or confusing use. Resellers must make clear that they are resellers. (restricted after an owner complaint, warning 7 days before suspension)
- Merchant Center Counterfeit products: Marks 'identical to or substantially indistinguishable from' another's. (prohibited)
- Merchant Center Misrepresentation: No 'Impersonating brands' or implying affiliation. (egregious)
Sources: support.google.com · support.google.com · support.google.com · support.google.com
Flagged words and phrases for luxury and fashion ads
15 phrases that often lead to rejection, limited delivery or regulator action. High means the phrase or claim is named in a policy or ruling. Medium means it's our reading of a rule.
| Phrase | Why it's risky | Rule or source | Risk |
|---|---|---|---|
| replica | Named counterfeit term | support.google.com | High |
| knock off / knockoff | Named counterfeit term | support.google.com | High |
| imitation | Named term, CAP 3.43 bans presenting a product as an imitation of a protected mark | support.google.com | High |
| clone | Named counterfeit term | support.google.com | High |
| fake / faux + brand name | Named counterfeit term | support.google.com | High |
| mirror image | Named counterfeit term | support.google.com | High |
| AAA quality / 1:1 / super copy / mirror quality | Industry code-words for counterfeits, not named in policy text | support.google.com | Medium |
| inspired by [Brand] / [Brand] dupe | Risk of taking unfair advantage of a mark (CAP 3.42) and of confusion | asa.org.uk | Medium |
| misspelled brand (e.g. 'G00gle' style) | Google best practice warns against it | support.google.com | High |
| official / authorised dealer (when not) | Implied affiliation | support.google.com | High |
| 100% authentic guaranteed (unverified) | An authenticity guarantee on non-genuine goods is false advertising | thefashionlaw.com | High |
| #brand hashtags / brand-based promo codes (e.g. 'COCO10') | Used as evidence of false association | thefashionlaw.com | High |
| faux fur / fake fur (containing real fur) | ASA enforcement notice 2019 | asa.org.uk | High |
| sustainable collection / conscious | Unsubstantiated labels removed after the ACM probe | esgtoday.com | High |
| recyclable / circular (whole line) | Shein fined for implying whole product lines were sustainable | senecaesg.com | High |
Risky creative patterns
- Brand logo or monogram as the hero image in reseller ads
- Price far below RRP with an 'authentic' claim
- Cloaked landing pages that differ from the reviewed URL (Meta spam policy: Cloaking)
- Look-alike product photography that mimics a brand campaign
- Competitor trademark in the ad headline
Safer rewrites
Before and after examples. Swap the bracketed parts for your real details.
Before
Chanel replica bag AAA 1:1
After
Quilted chain-strap shoulder bag in lambskin (our own design)
Before
Inspired by Dior Sauvage
After
Fresh aromatic fragrance with bergamot and pepper notes
Before
Authentic Hermes, authorised seller
After
Pre-owned Hermes, independently authenticated by [named service]. Not affiliated with Hermes.
Before
Faux fur trim
After
Faux fur trim (100% polyester), tested: no animal fibre
Before
Our sustainable collection
After
Collection made with [X]% certified recycled polyester ([certification])
Policy and enforcement history
CJEU Google France/LVMH keyword ruling
Google changes its European AdWords trademark keyword policy
CJEU Interflora v M&S (C-323/09) on keyword ads
UK High Court finds M&S keyword use infringed the Interflora marks
ASA faux-fur enforcement notice (enforcement from 11 Feb 2019)
ACM: H&M (EUR400k) and Decathlon (EUR500k) drop sustainability labels
MetaBirkins jury verdict for Hermes (US$133k)
Meta and Christian Louboutin file a joint counterfeit suit
Chanel v WGACA verdict, US$4m statutory damages
Italy AGCM fines Shein EUR1m for green claims
Court rules for Meta/Louboutin, defendant permanently banned
Case studies
2024
Chanel v What Goes Around Comes Around
The adChanel hashtags, 'COCO10' codes, authenticity guarantees
OutcomeLiable on all 4 claims incl. false advertising, US$4m
LessonResellers must not use brand indicia to imply affiliation or guarantee unverified authenticity
2023
Meta + Christian Louboutin v Mexican counterfeiter
The adCounterfeit Louboutins sold through dozens of fake FB/IG accounts
OutcomeRuled for plaintiffs 31 Mar 2026, platform ban
LessonPlatforms litigate against repeat counterfeit advertisers
2023
Hermes v Rothschild
The ad'MetaBirkins' NFTs
OutcomeInfringement, US$133k
LessonArtistic framing does not protect confusing brand use
2019
ASA v Boohoo / Zacharia Jewellers
The ad'faux fur' items containing real fur
OutcomeRulings led to the 2019 enforcement notice
LessonTest fur before labelling it
2013
Interflora v Marks & Spencer
The adBidding on the 'INTERFLORA' keyword
OutcomeInfringement (origin function)
LessonGoogle allows keyword bidding, but it can still infringe if the ad's origin is unclear
Rules by country
US
Lanham Act false association and false advertising (WGACA, Hermes).
UK
CAP 3.43: no presenting a product as an imitation or replica, CAP 3.42: no unfair advantage of a competitor's mark.
EU
Keyword ads are lawful unless the ad's origin is unclear (Google France, Interflora).
UAE
Media Council Advertiser Permit mandatory for creators from late Oct 2025, fines AED 20k-1m.
Check a luxury and fashion ad
Platform
Runs in your browser. Nothing you paste is sent or stored.
Your report appears here.Each flag shows the phrase, the rule behind it, a source and a real case where a similar ad got in trouble.
This tool is a pre-launch screen, not legal advice. Meta and Google do not publish banned-word lists, so each flag is a risk signal tied to a published rule, regulator ruling or court case. Policies change often. Data last checked 5 October 2026.