AdRoll's Creative Guidelines

Ad content is reviewed to ensure that ads are compliant and will be approved by both AdRoll and by our ad exchange partners. These creative requirements are important for any campaign. Our policies apply to both your ad and website images.

How to Fix Disapproved Ads 

If you received an email with any of the following advertising policy violations, please follow the recommended solutions listed below.

Ad Creative Violations

Ad Creative: Brand Mismatch
Ad Creative: Brand Notification
Ad Creative: Dynamic Ad Restriction
Ad Creative: Offensive Language
Ad Creative: Unable to Translate

Recommended Solutions

  1. Read the policies listed below to learn more about our ad creative and website image guidelines.
  2. Upload new ad creatives that contain compliant content.
    • Make sure that your new ads are added to the campaign(s) that you want to launch. This will automatically trigger the new ads into In Review.
  3. If you received an Ad Creative: Dynamic Ad Restriction ad policy violation, it means that we’ve detected images that depict prohibited content on your website. In order to ensure that your target audience will be served ad creatives that display safe and age-appropriate content, you must use static ads instead.

In cases where you cannot make the required change to your website or ad creative or if you need more information about the ad policy violation, please reach out to your account manager or the AdRoll Customer Support team for assistance.

Adult Content

Any content used in ads or landing pages must be appropriate for all ages. Ads which contain nudity, graphic language, or adult concepts are not compliant and will not be approved.  


Ads that depict alcohol or alcohol consumption are not compliant and will not be approved. 

Before and After Images

Before and After images are not permitted in any ads. Ads that link to landing pages with before and after imagery will be subject to review, and any ads linking to pages containing nude or graphic content will not be approved. 

Body Images

In line with our policy on adult content, images that focus on body parts in a sexualized manner will not be approved. Please avoid using images with full or partial nudity, unnecessary skin exposure or cleavage, or other tactics designed to solicit a sexual response.

Facebook specifically will not permit the use of ad images that imply ideal or undesirable body images, including “before and after” photos, images that imply unlikely results, or images that draw unnecessary attention to body parts. 

Brand Notification

Audiences should have a clear understanding of where they'll be going when they click on an ad. This means that marketers must include a brand notification, such as a logo or the company name, on all ad creatives.

Brand Mismatch

The brand notification (logo or company name) shown on ads, landing pages, and websites must match.

Dynamic Ad Restrictions

Websites that contain any prohibited or restricted content cannot use dynamic ad creatives. Examples include:

  • Websites that use partial nudity images to promote lingerie, swimwear, or other types of apparel 
  • Websites that sell alcohol or tobacco products
  • Websites that sell products that contain profanity, offensive language, obscene content, or any other content that is deemed inappropriate for general audiences 

Offensive Language 

Ads should not use profanity or any offensive or inappropriate language.

Personally Targeted Messaging

Due to the highly targeted nature of retargeting, we need to be especially sensitive to user privacy. This is something to be particularly careful with if a website focuses on products or services for a specific audience. Even if a website meets our content requirements, targeted messaging that implies knowledge of an individual’s personal circumstances will not be approved.

Shock Value

Ads should not contain images that are visually disturbing, gory or designed to shock or scare.

Spam Tactics

Tactics to mislead a user are strictly prohibited. 

Ads that imitate computer functions such as system messages, progress bars, or virus warnings will not be approved.  Ads that mimic the function of other types of media, such as appearing to be an embedded video will not be approved. Ads that initiate prompts to download files or software after the click will not be approved. 

Strobing and Flashing

Strobing, flashing backgrounds, or otherwise distracting ads will not be approved. 

Toubon Law (France)

France’s 1994 Toubon Law requires that ads in France must be only in French, or include a French translation. This applies to ads shown on any French IP address (not just on .fr domains). To serve ads in France, please make sure that the ad content is in the French language.

Unable to Translate

Ads that contain copy that cannot be easily translated are not permitted.

Violence and Weapons

Ads cannot depict violence. This includes pictures of guns or other weapons. 

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