Google has released its 2024 Ads Safety Report, showing how advanced artificial intelligence is transforming the fight against bad ads, scams, and misinformation online.
As scams grow more sophisticated — often impersonating public figures or deploying AI-generated content — new tools are helping stop harmful ads before they ever reach people.
In 2024 alone, Google blocked or removed 5,1-billion ads, restricted 9,1-billion more, and suspended over 39-million advertiser accounts — most before a single ad was served.
Theshift toward proactive prevention comes at a critical time. Across Africa and beyond, users are navigating a rapidly evolving digital environment — where trust, safety, and transparency matter more than ever.
In South Africa, the persistence of fake news online has raised concerns around the spread of misinformation. That’s why in 2024, Google updated its Misrepresentation policy, assembled a global team of over 100 experts, and took down over 700 000 scam-related advertiser accounts — contributing to a 90% drop in reported impersonation scams.
With nearly half the world’s population heading to the polls in 2024, Google also expanded election ad transparency, requiring all political advertisers to verify their identities and clearly disclose who’s paying for the message. More than 10-million election-related ads were removed globally for failing to meet these standards.
“We launched over 50 enhancements to our AI models in 2024,” says Alex Rodriguez, GM for ads safety at Google. “These improvements helped us move faster, identify threats earlier, and take action before bad actors could reach users. That’s the real power of AI — making the internet safer not just reactively, but proactively.”