Bing Ads policies

Bing Ads policies

Learn about Bing Ads policies for all countries/regions, including policies for ads, style, disallowed content, privacy, and more.

The key to success in online advertising is creating ads that are relevant, clear, and accurate. To help you do just that, we have a detailed Bing Ads policies website laying out what makes a great ad and what is and isn’t allowed in an ad.

Every ad and keyword submitted to Bing Ads goes through an editorial review against these policies, so familiarizing yourself with them before you submit can make your approval process much quicker. Think of them as the playbook that'll lead you to victory!


Bing Ads policies cover the following areas:

Ad content and style policies expando image
Policy pages Areas covered
Ad style policies
  • General ad text policies
  • Capitalization
  • Grammar and punctuation
  • Phone numbers
  • Spelling
  • Symbols, special characters, and abbreviations
  • Word count and character limits
Ad content policies
  • Duplicate ads
  • Use of foreign language
URLs and landing page policies
  • URL types
  • Destination and landing page URL
  • Display URL
  • URL mismatch
  • Acceptable URL mismatch
  • URL characters
  • Landing page
  • Site behavior and navigation
Adult content policies expando image

The Adult content policies page covers the following areas:

  • Definition
  • Disallowed adult content
  • Adult advertising participation
  • Adult keywords and advertising
  • Adding adult keywords to your campaign
  • Adult advertising policies
Note

To participate in the Adult Advertising Program, complete and submit the Adult advertising program participation form.

Financial products and services policies expando image

The Financial products and services policies page covers the following areas:

  • Restricted products and services
  • Finance
Gambling and contests policies expando image

The Gambling and contests policies page covers the following areas:

  • Disallowed gambling content
  • Markets that permit gambling advertising
  • Gambling and contests advertising participation
  • Responsible gaming messaging
  • Contests and competitions
Intellectual property policies expando image

The Intellectual property policies page covers the following areas:

  • Definitions
  • Trademark owner
  • Trademark infringement investigations
  • Counterfeit policy
  • Copyright policy
Pharmacy and health care products and services policies expando image

The Pharmacy and health care products and services policies page covers the following areas:

  • Pharmacy and prescription-only medicines
  • Health care products and services
  • Weight loss
  • Family planning
Product Ads and media format policies expando image
Policy pages Areas covered
Image, audio, and video policies
  • Image ad functionalities
  • Nudity, offensive advertising
  • Image quality
  • Audio
  • Video
  • Intellectual property rights
  • Endorsements and testimonials
  • Online tracking technologies
Ad Extensions policies
  • App Extensions
  • Sitelink Extensions
  • Location Extensions
  • Phone numbers and ad call extensions
  • Image Extensions
  • Review Extensions
  • Callout Extensions
Product Ads policies
  • Advertising policies
  • Product description and conditions
  • Pricing
  • Savings and rebate claims
  • Subscription offers
  • Images
  • Restricted and disallowed categories
  • Adult advertisers
  • Security at checkout
  • Performance exclusions
  • Online tracking technologies
  • Use of product feed data
Remarketing in paid search policies
  • Privacy policy
  • Behavioral targeting opt-out
  • Sensitive categories
  • Bing Ads disallowed products and services
  • Underage users
  • Web properties directed to children
  • Tracking tag misuse
  • Precise geo-location on mobile devices
  • Association of additional personal data
  • Third-party data providers
Relevance and quality policies expando image

The Relevance and quality policies page covers the following areas:

  • How does this policy affect your ad delivery?
  • Keyword relevancy
  • Ad copy (title, text, and display URL)
  • Marketplace exclusion
  • Landing page and site user experience
  • Landing page and site content quality
Restricted and disallowed content policies expando image
Policy pages Areas covered
Disallowed content policies
  • Areas of questionable legality
  • Dating
  • Defamatory, slanderous, libelous, or threatening content
  • Hate speech
  • Online gaming
  • Peer-to-peer file sharing
  • Political and religious content
  • Sensitive advertising
  • Suffering and violence
  • Unregulated user-generated content
  • Usenet
Disallowed products and services policies
  • Alcohol
  • Responsible drinking messaging
  • Deceptive products and services
  • Drugs and related paraphernalia
  • Endangered/threatened species products or services
  • Fireworks and explosives
  • Infant feeding
  • Tobacco and electronic cigarettes
  • Weapons, knives, firearms, and ammunition
User safety and privacy policies expando image
Policy pages Areas covered
Misleading content policies
  • Unsubstantiated claims
  • Free offers and price promises
  • Misleading ads
  • Promotion of third-party products and services
Privacy and data protection policies
  • Privacy policy
  • Phishing
Software and downloads policies
  • Disallowed behaviors
  • Disclosures
  • Uninstall functionality
  • Bundling functionality
Important

Many policies vary by the country/region in which the ad is displayed. These variations are called out by country/region name under each affected policy.

For some tips on helping your ads and keywords pass the editorial review, check out our Bing Ads policy training.

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