referrerAdCreative

referrerAdCreative, often shortened to RAC, is a field in the Related Search on Content request. It tells Google what the visitor was promised before they arrived.

Google's policy has applied since 1 November 2025. When traffic reaches a related search for content page from a source under the publisher's control, including any third-party network, service or affiliate it works with, the publisher must supply the precise and complete creative text of the ad or link. Google's reference lists what that covers: the title, description, body text, button text and other wording in the source creative, word for word. It is also required whenever the publisher supplies its own terms through the terms parameter, and it is ignored on other request types.

The reason is accountability. Arbitrage problems usually start with the ad: a headline promising free money or a miracle cure, leading to a page of unrelated keywords. By seeing the ad's text, Google can check that the ad, the page and the search terms tell the same story, and can act against a misleading ad at the feed level.

In practice buyers must store every creative's text and pass it reliably. Sending false or partial text is itself a violation.

Think of it like this

It is like a shop being required to hand the mall's management a copy of every leaflet it gives out, so the mall can check the leaflets match what the shop really sells.