Sponsored Brands moderation

When you create your Sponsored Brands ad, it will go through our review process. We'll notify you to let you know if your ad was approved or if changes are needed.

As the advertiser, you can promote only the products that you either own or are permitted to resell or distribute. Your ads must be truthful and accurate. In creating your ads, please ensure you accurately describe the products advertised.

Here are some of our key policies:

Headlines and custom text:

• Include a unique and relevant headline to the product advertised.
• Avoid unsupported claims, such as “best” or “top-selling.”
• Check for proper grammar, punctuation, spelling, and capitalization. Ads with all capital letters, misspellings, and odd punctuation may result in your campaign being rejected.
• Don’t use language that may pressure customers into reacting such as "Last Chance" or "Don’t miss out." "Click Here" and other nonspecific variations are prohibited. For a full list of content prohibited in any ad elements, visit Prohibited content.
• Campaign dates for a specific holiday or seasonal event, such as Halloween, Valentine’s Day and Christmas, must start within a reasonable time frame leading up to the event and must end within 24hrs after the event date, or a reasonable time after that depending on the event.

Brand logo:

• Ensure that your brand logo is in your ad so that customers can identify you as the advertiser.
• Brand logos must not be on a complex graphical background and must be visually appealing.

Videos:

• For Sponsored Brands campaigns using a video format, review Sponsored Brands video guidelines.
• Letterbox or pillarbox formats aren’t permitted. Videos must not have bars on any side of the video content.

  

• Avoid adding letterboxing to 16:9 horizontal videos to fit the vertical aspect ratio 9:16. Instead, try filling vacant space in the frame automatically by getting closer to the product or subject. Cropping a horizontal (16:9) or square video (1:1) during the edit to create an artificial vertical aspect ratio often translates to a loss in overall quality, including lower resolution or cropped out important elements such as on-screen text or product shots.

  

• Sponsored Brands videos can’t contain fake functionality elements or watermark logos encouraging customers to illicit a click or interact with the ad.

  

• We don’t permit blank or black frames at the start or end of videos.
• Videos in your ad must not contain creative elements that interfere with the legibility of ad templates, such as the Sponsored tag or mute button. You may use them only if the video doesn’t have audio.

If you’ve created a Sponsored Brands campaign and your ad isn’t running, review Ad status messages to understand what each state means and get recommendations on how to proceed.