These content policies will help you with the overall quality of your Bing Ads content, such as eliminating redundancy, low quality ads or confusing user experiences.

Duplicate ads

To provide the best possible user experience, Microsoft reserves the right to disallow specific ads or sites for offering a redundant user experience if the search results are too homogeneous. For example, we may disallow ads that link to websites whose content is too similar.
Multiple ads from the same advertiser may be displayed if the target site for each ad has:
  • A separate, distinct brand
  • A unique look and feel
  • Different products or services

To comply with these policies:
  • Make sure that your ad does not duplicate any of your other ads.
  • Do not submit multiple ads that link to sites whose content or look and feel is very similar.

Do not submit multiple ads that offer redundant user experience.

Use of foreign language

To comply with our Bing Ads policies:
  • The language used in the ad must be appropriate for the market in which the ad is displayed.
  • As a general rule, landing pages should be in the local language(s) of the market. Case by case decisions may be made based on the general comprehension of the language in a specific market.
  • Foreign language words are allowed where they naturally fall into local language usage. For example, in English-speaking regions, the following foreign words are allowed: résumé, faux, burrito, café, fiancé, cliché, curriculum vitae, Zeitgeist.
  • The ad language must match the search results language.
  • The landing page must be clear and understandable to the average user in the target market.
  • Unless it is part of the brand name, it is not permitted to use simplified Chinese in the ad title.


Approved example  Approved Example Disapproved Example   Disapproved Example Policy
Tour Mexico

Packages for families.

Prices for the summer!

Tour Mexico

Packages for families.

Precios para el verano!

You may not use two different languages within the same ad copy, except for commonly used terms
or brands.