Google’s Adwords platform contains rules to forbid some advertising campaigns, and it uses a “small,” targeted strategy for products and services that it deems “lawfully or culturally sensitive.” Its list of outright forbidden subjects grew one bigger on Wednesday with a call from Google to prohibit all advertisements for payday loans and “associated merchandises.”

The prohibition, that will go into effect on July 13, gets on the kinds of loans that can be advertised on Adwords.

“When reviewing our policies, studies have demonstrated that these loans can lead to unaffordable payment and high default rates for users, so we’ll be upgrading our policies worldwide to reveal that,” Graff wrote in the statement.

Graff was clear this prohibition is not going to affect advertising for “loans including mortgages, car loans, student loans, commercial loans, [or] revolving lines of credit (e.g. credit cards).”

Adwords’ present “prohibited content” rules contain prohibitions on goods that are counterfeit, “dangerous,” or overtly offensive, plus those that promote dishonest products including academic cheating and click-inflation services. Meanwhile, its “restricted” list permits advertisements for products and services in such groups as pornography, gaming, politics, and health care on a small, targeted foundation, either with conditions that local laws are minded or that particular themes and pictures aren’t contained. (Adwords’ policy page on mature services is so complete that it even clarifies the website’s position on “cuddling websites.”