AdRoll's Creative Guidelines

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

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 linking to landing pages with before and after imagery will be subject to review, and any ads that link to pages containing nude or graphic content will not be approved. 

Body Images

In line with our policy on adult content, sexualized images will not be approved. Please avoid nudity (implied or explicit), 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

The user should be able to have a clear understanding of where they'll be going when they click on an ad. The brand shown on the ad should match the brand of the destination landing page.

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 approved.  Ads that mimic the function of other types of media, such appearing to be an embedded video will not be approved. Ads that initiate prompts to download files or software after the click will not 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.

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.

Violence and Weapons

Ads cannot depict violence, including pictures of guns or other firearms.

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