How do I challenge a disapproval?

Disapprovals can occur when you create an ad or keyword, or during our editorial review of the components of your ads: ad text, assets, keywords, ad extensions, and ad customizers. For more information about disapprovals, see Fix a Disapproved or Approved Limited status.

Note

If you are seeing the Assets disapproved policy violation when your ads are disapproved, you can either fix the assets so that they adhere to policy guidelines, or if you believe that assets shouldn't have been disapproved, you can request an exception for the disapproved assets.

If, after reviewing the Microsoft Advertising policies, you believe that your ad component shouldn't have been disapproved, you can request an exception:

• Request an exception while creating an ad or keyword

  1. If an ad or keyword is disapproved as you are creating it, select Request an exception.
  2. In the Tell us your reason for requesting an exception box, tell us why you believe the ad or keyword meets the policies and should not have been disapproved, or why the policy in question doesn't apply.
  3. Select Save.

• Request an exception to a disapproval after the editorial review

  • Ads and keywords

    1. From the navigation menu on the left, hover over Campaigns, and then select either Ads & extensions or Keywords.
    2. Hover over the ad or keyword disapproved status, and then select Request an exception for this ad/keyword or Request an exception for all ads/keywords in this ad group. If you'd like to appeal your assets, see below for more information.
    3. In the Tell us your reason for requesting an exception box, tell us why you believe the ad or keyword meets the policies and should not have been disapproved, or why the policy in question doesn't apply.
    4. Select Request an exception.

  • Ad extensions and ad customizers

    • For ad customizers, please contact support to request an exception.

    • For ad extensions, follow these steps to request an exception:

      1. From the navigation menu on the left, hover over Campaigns and select Ads & extensions > Extensions.
      2. In the Delivery column, hover over the Disapproved extension status for the appropriate extension.
      3. Select Request an exception for this extension.
      4. Below Tell us your reason for requesting an exception, let us know why you believe the extension meets the Microsoft Advertising policies and shouldn't have been disapproved, or why the policy in question doesn't apply.
      5. Select Request an exception.

  • Assets

    You can view and edit assets that were disapproved and review their Asset ID three ways: At the ad level, at the ad group or asset group level, and at the campaign level. You can fix the disapproved assets so that they adhere to policy guidelines. If you believe that the assets shouldn't have been disapproved, you can request an exception for all assets in an ad or individual assets.

    Note

    You can edit assets directly in your ad or asset group. You can also add a new asset and then delete the disapproved asset. If you add and save a new asset, it'll be submitted for editorial review.

  • View and edit disapproved assets

    • Ad level
    1. From the navigation menu on the left, hover over Campaigns and select Ads & extensions > Ads.
    2. Below the appropriate ad, select View asset details.
    3. Review the Policy status column for your assets and edit them accordingly.
    • Ad group level
    1. From the navigation menu on the left, hover over Campaigns and select Ad groups.
    2. Select the appropriate ad group.
    3. Select the Assets page.
    4. Review the Policy status column for your assets and edit them accordingly.
    • Asset group level
    1. From the navigation menu on the left, select Campaigns.
    2. Select the appropriate campaign.
    3. Hover over Campaigns and select Asset groups.
    4. Review the Policy status column for your assets and edit them accordingly.
    • Campaign level
    1. From the navigation menu on the left, select Campaigns.
    2. Select the appropriate campaign.
    3. Select the Assets page.
    4. Review the Policy status column for your assets and edit them accordingly.

  • Request an exception for disapproved assets

    1. From the navigation menu on the left, select Campaigns.

    2. Select the appropriate campaign.

    3. Select the Assets page.

    4. There are two ways to request an exception:

       • Hover over the Policy status column for your asset and select Request an exception for this asset.
       • In the table, select the checkbox next to your asset. Then:
         • Select Edit.
         • Select Request exception.
         • Choose either Selected asset(s) or All assets in this ad. (The option for All assets in this ad is not available for Performance Max campaigns.)

    5. In the Tell us your reason for requesting an exception box, enter your reasons why the asset(s) should be approved.

    6. Select Request an exception.

  • Disclaimers

    1. From the navigation menu on the left, hover over Campaigns and select Ads & extensions > Ads.
    2. In the Delivery column, hover over the Disapproved disclaimer status.
    3. Select Request an exception for disclaimer.
    4. Below Tell us your reason for requesting an exception, let us know why you believe the disclaimer meets the Microsoft Advertising policies and shouldn't have been disapproved, or why the policy in question doesn't apply.
    5. Select Request an exception.

We'll review the ad component again to ensure the right decision is made. When you submit the request, the delivery status for the ad component is set to Exception under review.

The Microsoft Advertising team responds to requests as quickly as possible—most reviews are completed within 48 hours. After we've reviewed your request, we'll change the status of the ad component and send you an email summarizing any approvals or disapprovals.

Note

Most editorial reviews are completed within 48 hours. If your content still has the Under Review delivery status after two business days, please contact Support for assistance.

Important

Keep in mind that if an ad component is disapproved a second time, the decision is final. However, if you strongly believe that the decision is incorrect, you can contact Support for further assistance.