From Gambling to Lawsuits: The Ads Axed From Microsoft Audience Network - Mediaworks

Kate Mason

Kate Mason

PPC Executive

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As of November 2021, Microsoft Audience Network’s policies have been updated and no longer allow for the advertising of:

  • Civil action lawsuits (advertising and invitations to participate in a lawsuit)
  • End-of-life products and services (including but not limited to cremation services, funeral flowers, urns, coffins, and obituaries)
  • Health supplements and vitamins (however, enforcement for supplement and vitamin ads that are currently running on the network will not begin until January)
  • Gambling (which is already prohibited on the Microsoft Audience Network but will now also be prohibited on native advertising served on Microsoft-owned and operated properties)

Microsoft has made these changes to match the safety standards of other top advertising platforms. Many brands in these categories are now missing out on yet another way of reaching potential customers within these categories.

These changes make your brand’s organic strategy even more important. The right organic strategy is now vital to allow you to attract customers that are in the market for products that are banned from advertising.

Our recommendations for affected brands:

  • Focus on organicIf, as a brand, you will miss out on a way to reach potential customers, it is key to focus on organic strategy moving forward. With relevant and quality content provided organically, you will be able to capture customers with high intent. This may also offer a more sustainable approach to marketing these products in the long run as it will open the gates to new loads and customers.
  • Check all policies and regulations – Advertisers of health supplements and vitamins should check all policies and regulations in Bing, to ensure they are following applicable regulatory policies and laws and ensuring up-to-date certification for the markets in which they advertise.
  • Remember regulations and policies differ per location – As an advertiser, you may want to delve into other markets. Make sure you check the rules and regulations for your specific country or location as you may be able to advertise these categories in some areas.
  • If your ads have been disapproved due to the new policies – Bing reviews all ads and components to ensure they meet the Microsoft Advertising policies. If any of the components don’t pass the review process, they will either have a disapproved or approved limited status. Double-check the specific reason for these statuses by logging into your account and going to ‘All Campaigns’, ‘Keywords’, or ‘Ads & Extensions’, then under the Delivery column in the table, hover over the status to see the details. This may allow you to fix the issue, by changing ad copy, pausing keywords, or changing ad extensions.

If you are interested in finding out more information on Microsoft’s latest changes or how we can help your business, speak to a member of our Paid Advertising team today.

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