Public Service phone numbers
We ran a campaign for an Out Of Hours doctor service of the NHS. Key to this was to disseminate an easily remembered telephone number to be used by people in need of treatment through illness of injury.
As the campaign has finished it is really of no immediate importance, but this new policy of not allowing numbers appears badly thought through. At times of crisis elaborate methods of contacting the advertiser may not be understood, people aren't always thinking clearly when their loved ones are ill.
Bad call Ad-Words.
Re: Public Service phone numbers
You can still have phone numbers with your ad; you just need to add the number as a call extension (free addendum to the other lines in the ad copy). Here's more about how to set that up: https://support.google.com/adwords/answer/3364314?hl=en&rd=1