How ad review generally works
Before an ad is shown, most services check it against their advertising policies. The first pass is usually automated, scanning the text, image, video and the page the ad links to. Some ads are then reviewed by people, especially if they are flagged or appeal a decision. Review can happen again after the ad is running, for example if users report it.
Because much of the screening is automated, it is imperfect. It can reject harmless ads and miss problematic ones. It also means the quickest way to avoid trouble is to understand what the systems look for.
Policies differ by service, region and industry, and they change. Treat this article as a general guide and read the current rules of the service you use.
Common reasons for rejection
Misleading or false claims. Promises that cannot be backed up, exaggerated results, fake countdowns and “too good to be true” offers often trigger rejection. The article on writing ad copy covers keeping claims honest.
Restricted or prohibited products. Some categories are banned outright and others allowed only with permission or in certain places. Examples often include certain health products, tobacco and vaping, weapons, gambling, adult content, alcohol and some financial products. Check each category against the current list for your target country.
Personal attributes. Copy that implies you know something personal about the viewer, such as “Are you struggling with your debt?” or “Your condition…,” may be flagged, because it suggests the ad is using sensitive information.
Before-and-after or body image content. Dramatic comparisons and wording that shames how a person looks are commonly restricted.
Health and financial claims. Language implying a cure, guaranteed returns or medical benefit is a frequent trigger. Describing a product plainly is usually safer than promising an outcome.
Landing page problems. The ad may be fine, but the page it links to may be broken, slow, empty, hard to leave, missing basic business details, or different from what the ad promised. A mismatch between ad and page is a common cause.
Poor image or text quality. Blurry images, too much text covering an image, misleading buttons made to look like system controls, and shocking or graphic visuals can be refused.
Misuse of other people’s content. Using someone else’s image, music, logo or trademark without permission can lead to rejection and legal risk. Do not imply endorsement by a person or organization you do not have.
Clickbait and sensational wording. Excessive capital letters, repeated punctuation, and teasers that hide what you are really offering can be penalized.
Missing disclosures. Some ads need clear labeling, such as sponsored arrangements or required statements for particular industries. The basics are covered in the article on sponsored content.
Account or payment issues. Sometimes the problem is not the ad. An unverified business, a failed payment method or past policy violations can block new ads.
A pre-submission review
Reading your draft the way a reviewer would can prevent most rejections. Go through these steps.
- Read the current policy for the service, especially the sections for your product type and your target countries.
- Check every claim. Can you support each statement with something real, such as a price, a feature or a verifiable fact? Remove or soften anything you cannot.
- Look for personal-attribute wording. Rewrite lines that address a viewer’s health, money, identity or circumstances directly.
- Check the image and video. Is the quality clear? Is any text readable and not overwhelming? Are you allowed to use everything in it?
- Open the landing page on a phone. Does it load, match the ad, show who you are and let people leave easily?
- Compare ad and page. The price, offer and product should be the same in both.
- Check labeling and legal requirements for your industry and location.
- Read it aloud as if you were a skeptical stranger. Does anything sound like pressure or trickery?
- Preview each placement to make sure nothing is cropped in a confusing way.
A written checklist kept near your draft makes this quick after the first time.
Wording that tends to cause trouble
Rather than listing “banned words,” which change and vary, think about patterns: promises of guaranteed results, claims of miracle effects, wording that speaks to private traits, urgency that is not real, and superlatives you cannot prove. Plain, specific description of what you offer is the safest style, and also tends to be clearer to readers.
If your ad is rejected
- Read the stated reason carefully and find the policy it refers to.
- Look for the specific cause in the text, image or page. Sometimes the problem is small.
- Edit and resubmit if you see the cause. Resubmitting the same ad repeatedly without changes is unlikely to help and may count against you.
- Request a review if you believe the decision was a mistake. Explain calmly and factually.
- Keep a record of what was rejected and why, so you can avoid repeating it.
- Avoid workarounds that try to trick the system, such as disguising a banned product or altering spelling to dodge filters. They can lead to account restrictions, which are harder to fix than a single rejection.
Protecting your account
Repeated violations can limit or disable an ad account, and recovery may be slow. Keep your contact and business information accurate, use a payment method that is in good standing, and do not share account access carelessly; the risks of weak access are discussed under shared accounts. A small, honest account that follows the rules is more reliable than one that frequently tests the limits.
A realistic attitude
Some rejections are simply unlucky automated decisions. Delays and errors happen, and nothing here guarantees approval. Allow time in your schedule, because a review can take longer than expected, and do not plan a launch that depends on approval arriving at the last minute. Being familiar with the rules, writing plainly and checking your work reduces most avoidable problems.