Images, audio and video are effective communication tools on the web. When using them in conjunction with advertising on Bing Ads, you must follow the guidelines provided on this page and ensure you comply with applicable guidelines in the market(s) where your advertisement is displayed.

We also reserves the right to remove any content, at any time and at our sole discretion, under specific circumstances, such as intervened illegality, products of questionable legality or that do not align to our brand and image, among others.

Image ad functionalities

  • Ads may not feature images, wording or phrases included solely to generate user’s attention and increase click through. (For example: "Tell us if our products suck," “Kill fat”).
  • Personalization is not allowed.
    • Ads cannot include personalized ad messaging and image techniques (including head shots) that give the user the impression that they will interact specifically with the person(s) highlighted within the campaign.
    • References in an ad or within the landing page that specifically targets customers of a given brand, in an attempt to entice them to click on the ad (for example: "Attention Bing Users") are also not allowed.
  • Attention grabbing mechanisms and/or animation with the sole purpose of distracting the user via repetitive, rapid flashing, strobing or blinking tactics or has the potential to significantly distract users from editorial content or user experience are not allowed. This includes animated Graphics Interchange Format (GIF).
  • Text within image and video ads must comply with Bing Ads editorial guidelines. For example, text within the image ad or the image itself may not
    promote hate speech.

Nudity, offensive advertising

  • Nudity is prohibited; cleavage and bare midriffs/chests are prohibited; clothing for men and women must provide good coverage and should not show excessive skin.
  • Scary, distasteful or overly graphic images, cartoons or animations, including depiction of body parts or bodily functions, are not allowed. For example, this may include images of accidents or dead bodies.
  • Sexually suggestive images are generally disallowed.

With the exception of India, Indonesia, Malaysia and Vietnam, selected advertisements, such as ads for lingerie and bathing suits may present a certain amount of skin provided that:

  • The image directly relates to the product promoted
  • The image is reasonably expected by the user
  • All intimate parts (such as breasts and genitals) are covered by clothing
  • The image itself is not sexually suggestive, as defined above

Image quality

  • Images must meet average industry standards, including proper image quality and resolution. For example, images may not be fuzzy, obscured
    or non-readable.
  • Image may not resolve in “image not available” or similar.
  • The image must always be relevant to the product that is being promoted, in that there must be a direct correlation between the product that is being promoted and the image.
  • Advertisers should use accurate brand or logos. For example, do not use old, outdated logos, or logos that do not match the product or service advertised (for example image of a Windows Phone associated to a Microsoft Surface ad text). Bing Ads Intellectual property guidelines and Promotion of third-party products and services also apply.
  • In ads with multiple product and price offerings, offers and associated images must be consistent in quality, theme and relevance to each other.
    • Examples of acceptable products/offers may include: florists showing images of multiple bouquets; retailers showing images relevant to the theme of the campaign (i.e., beach wear and beach merchandise images in a 4th of July Sale ad or multiple images of clothing from a specific designer).
    • All offers/images must be clearly legible and uncrowded within the ad space.
    • Each of the images/offers within the same ad creative must be relevant to each other as well as to the campaign theme.


  • Users should be in control of the audio experience, on click for instance, both within ad copy or landing page.
  • Audio must adhere to all other editorial guidelines. For example, the use of racial or religious epithets, or language that advocates doing physical harm to people or their property, would be disallowed based upon our Defamatory, slanderous, libelous or threatening content policy.


  • Users should be in control of the video experience, on click for instance, both within ad copy or landing page.
  • Video content must be suited for the targeted audience or query it is served for. For example, nudity is generally prohibited.
  • All movie trailers must be Green Band, or preceded by applicable ratings (displayed in advance of the actual video play).
  • Video ads must adhere to all other editorial guidelines. For example, showing actions that result in fatalities, or showing of blood or dismemberment is disallowed based upon our Suffering and violence policy.

Intellectual property rights

  • Ads may not infringe upon Intellectual Property (IP) rights of others. The use of logos, registered marks, copyrighted material etc. must be consistent with the Bing Ads Intellectual property guidelines.
  • Advertisers represent and warrant that they possess all the necessary rights and authorizations in order to promote movies, songs, media or any other content which may be subject to proprietary rights of others. Microsoft is not required to pre-validate or vet advertisements at any time, or to resolve disputes in behalf of its customers. At times however, Microsoft may ask you for additional information related to your advertisements.
  • Advertisers are encouraged to maintain a DMCA compliant process, or local equivalent.

Endorsements and testimonials

  • Endorsement and testimonials must be truthful and not misleading. Advertisers must comply with all applicable rules and regulations. For example, you must include a disclaimer indicating that the results of using your product may vary from those advertised, unless you can provide proof that results may be the same or similar as those advertised.
  • Ads may not suggest or imply endorsement from a well-known figure, when such endorsement is untrue. For example, images may not feature a known actor in conjunction with a product unless that actor has agreed to promote or endorse the product, and the advertiser has permission to promote the same.

Online tracking technologies

  • The inclusion of any online tracking technologies, such as web beacons, pixels, LSOs etc. is strictly disallowed.
  • Compliance with online privacy regulations and industry standards is required; this may include, among others, functional opt-out, privacy statement and other data collection and usage disclaimers, and limits to third party data sharing. It would always be entirely your responsibility as an advertiser to ensure compliance thereof.