Universal Ads reviews creatives to help ensure ads comply with Universal Ads Advertising Guidelines and Creative Tools Terms. This review process helps maintain platform quality, reduce customer risk, and support compliance across inventory partners.
Creative Review Process Overview
Most creatives* are eligible to begin serving once the ad is published. However, all creatives will undergo review and may be paused if they are later determined to violate Universal Ads Advertising Guidelines.
Creative reviews occur every business day. If your creative is not approved, users with Owner, Admin, or Member access to the ad account will receive an automated email from team@universalads.com with more information.
* Ads created under ad accounts designated as Sensitive Categories will remain paused until their creatives have been reviewed and approved. While these creatives follow the same review process as all other creatives, they must receive approval before they are eligible to deliver. See the Sensitive Categories section in this document for more information.
Sensitive Categories
Some advertiser categories require creative approval before ads can serve. Ads associated with sensitive-category ad accounts will remain paused until review is complete and approval is granted.
Sensitive categories include:
- Politics & Advocacy
- Alcohol
- Gambling
- Crypto & Digital Assets
Sensitive category selection is set when the Ad Account is created. While these creatives follow the same review process as all other creatives, they must be approved before they are eligible to deliver.
FAQs
Why was my creative reviewed?
All creatives are reviewed to help ensure compliance with Universal Ads advertising and creative guidelines.
Why was my creative not approved?
Your creative did not comply with Universal Ads Advertising Guidelines and Creative Tools Terms. The ‘creative not approved’ email you received includes the reason provided by the review team.
How do I fix a creative that was not approved?
Update the creative to address the issue, then upload it as a new creative and create a new ad in Universal Ads Manager.
Can I edit the creative in my existing ad?
No. Editing creatives or replacing the creative attached to an existing ad is not currently supported.
Will my campaign be delayed?
Most creatives can begin serving once published, but creatives may be paused if they are later found to violate Universal Ads guidelines. Sensitive category creatives must be approved before they can serve.
Can I appeal the decision?
Yes. Reply to the automated email from team@universalads.com to create a support ticket.