The Bing Ads policies are rules for style, content and functionality for ads, keywords and landing pages. They are designed to ensure the quality and consistency of Bing Ads. Policies can differ from country to country, but no matter where you are, Bing Ads offers in-tool features and online help documentation to create compliant, successful ads. Market-specific policies relating to these guidelines can be found in the Bing Ads policies.

After reading this training, you will understand how to:

  • Write ads that meet our editorial policies for capitalisation, punctuation, spelling, character limits and promotions. Write ads, select keywords and link to landing pages adhering to Bing Ads content guidelines.
  • Discover and appeal disapproved keywords.

Style policies

Style refers to the way your ad looks and reads with the use of capitalisation, grammar and punctuation. By following the style policies, your ad will be effective and clear.

Style policy highlights:

  • Capitalisation is allowed for proper names, branded words and legitimate acronyms. Don’t use random capitalisation, even if you’re trying to emphasise part of your ad copy.
    • Allowed: Purchase Cheddar cheese from England.
    • Not allowed: Find GREAT deals on soFTwaRe.

  • Special characters or symbols are acceptable, including currency, trademark, copyright, model numbers, acronyms, ISBNs and trademarks containing special characters. Non-standard character sets for the language, superscripts or subscripts, or enhanced fonts, like bold and italic, are not allowed.
    • Allowed: Games & software at A*DATUM for £99.
    • Not allowed: Find great deals on software *restrictions apply

  • Use correct punctuation at the end of your ad. Multiple exclamation points or question marks are not allowed. Exclamation points are not allowed in the title.
    • Allowed: Great deals on software! 50% off all titles.
    • Not allowed: Great deals on software!!!! 50% off all titles!!!

  • There are character limits to each part of the ad. Factor in how dynamic text affects each part of your ad.

Ad placement Text ad Mobile ad
Ad title 25 18
Ad description 71 18
Display URL 35 20
Destination URL 1022 200
Phone number N/A 20
Business name N/A 20

  • For effective ads, use correct spelling and grammar. Common abbreviations or substitutions, like ampersand, are acceptable. Gimmicky spelling and jargon should not be used.
    • Allowed: Big sale on all 4X4, 4WD and Jeeps.
    • Not allowed: Tell your friends to git their carz here.
    • Allowed: Save 50% on wicker chairs & tables.
    • Not allowed: $ave! $ave! $ave!

  • Keep your pricing and discount language accurate. Price quotes may appear in ads if they are also visible on the landing page. Pricing must accurately reflect the actual offer that users will find on the site.
    • Allowed: Get cable for as low as £9.95 per month.
    • Not allowed: All items 20% off. (*If only a portion of the landing page items are 20% off.)

Disapproved ads

While advertisers may do their best to adhere to our editorial policies, mistakes may still occur. Bing Ads includes a number of validation steps and features to assist with editorial compliance. For example, when building an ad, you may come across an inline alert or character limitation.

If you don’t receive an inline alert and submit an ad, Bing Ads will confirm adherence to the other policies. If there is a concern, your ad or keywords will not be displayed, and are labelled as “Disapproved.” By understanding the editorial guidelines, you can avoid ad disapprovals, address them faster.

Common causes of disapprovals

There are some business types that require special attention, primarily due to their industries’ unique set of governing laws. Make sure that you review any special circumstances pertaining to your target market. Here are general guidelines to avoid common editorial disapprovals:

  • Intellectual property policies
    Avoid writing ads that infringe on the rights of a trademark or copyright owner, like brand names. As an advertiser, you are responsible for ensuring you don’t misuse another party’s trademark or copyrights in your ads.

  • Pharmacy and prescription-only medicine
    Advertisers who sell or facilitate the sale of prescription drugs online must have up-to-date certification in the markets they advertise.

  • Adult content
    If your ads, keywords or destination website include adult content, like sexually explicit content (pornography, sexually oriented dating sites, prominently featured sex toy sites, etc.), then you must participate in the Bing Ads Adult Advertising Program — please apply through the Adult advertising programme participation form.

  • Gambling and contest policies
    Advertisers who promote or facilitate online gambling, including links to online gambling and contests, must ensure they comply with all applicable local laws and regulatory requirements.

  • Disallowed content policies
    Disallowed content generally refers to content for products and services that are sensitive or illegal, like hate speech, pyramid schemes, alcohol, drugs and related paraphernalia, tobacco and electronic cigarettes, weapons, counterfeit products, fireworks and explosives. These policies may vary by region.

  • Financial regulation
    Advertisers who promote financial products and services must comply with all applicable local laws and regulatory requirements.

Disapprovals in Bing Ads Editor

While making bulk edits to your campaigns offline using the Bing Ads Editor, you can quickly:

  • search for keywords that have failed editorial review
  • see whether their status is appealable
  • appeal multiple keywords in bulk using one appeal entry

In Bing Ads Editor, the View drop-down menu allows you to work with your campaigns, ad groups, text ads, and keywords by sorting and presenting data in group types, such as Active, Paused, Pending and Deleted. One group is Editorial Disapprovals, which contains the sub-groups: adult, drugs and weapons. Choose these sub-groups to see keywords that have failed editorial review.

If you have disapproved keywords, and their status is Active-Appealable, you can submit an appeal for one, several or all of your keywords directly from the Edit Selected menu found in the Manager pane. Simply select the keyword or keywords you would like to appeal, and type your response in the reasons for requesting exceptions to editorial disapprovals text field. The next time you post changes, your appeal will be sent to Bing Ads for review.

Keyword disapprovals in Bing Ads Editor

Similarly, in the Bing Ads interface within the Keywords panel you can submit a request for exception by clicking on the ellipsis icon next to the “Disapproved” notification within the “Delivery” column. Simply tell us your reason for requesting an exception and submit the request exception.


Inline reconciliation with editorial policies

Bing Ads helps you comply with the editorial guidelines by providing alerts, messages and other feedback when you create and submit ads and keywords. Bing Ads also informs you why an ad was disapproved, and directs you to the solution. If appropriate, you can make a request for an editorial exception.

Inline indicators can be seen as you write your titles and ad copy. Bing Ads checks for character limits, word counts and missing or incorrectly formatted URLs. Reconcile these right away as a best practice so you can save your ad.

Inline indicators can be seen as you write your titles and ad copy.

Inline editorial feedback also covers issues around trademark infringement, a common problem for search marketers. If you receive this alert, Bing Ads provides you with an inline method for requesting an exception.

Another common problem is exceeding the character limit for dynamic text. You’ll get an error message if this occurs. Just correct the problem immediately and resave.

Another common problem is exceeding the character limit for dynamic text. You’ll get an error message if this occurs.


If you feel that your ad or keyword should not have been disapproved, you can request an exception. Please be ready to provide an explanation by reviewing the editorial guidelines prior to submission. The Bing Ads Customer Support team responds to all exception requests as quickly as possible; however, it can take up to two business days. Please note that if your exception request is denied, the decision is final. Most instances of disapprovals can be addressed with inline exception requests.

Although Bing Ads and Bing Ads Editor have automated tools that assist you with keyword and ad compliance, mistakes do occur. The best way to avoid mistakes, and save time fixing them, is to read and understand your region’s editorial guidelines before you start building ad campaigns.


Our editorial policies are rules that apply to style, content and functionality for ads, keywords and landing pages. They are designed to ensure the quality and consistency of the search ads Bing Ads delivers across the Bing Network.

When writing ads, it’s important to remember:

  • Ads must meet editorial policies for capitalization, punctuation, spelling, character limits and promotions in order to go live.
  • Ads, keywords and links to landing pages must adhere to the Bing Ads content policies, or they will be disapproved.
  • Guidelines can vary from country to country.
  • Bing Ads offers features and documentation to keep you up to date on our editorial guidelines, helping you create compliant, successful ads.

Thanks for reading this training on editorial guidelines. Continue your training or take the Bing Ads Accredited Professional exam to become accredited.

Please note that features mentioned in this training may not be available in your market.