Ad Content Guidelines

We review your ad content to ensure that your ads are approved by both RollWorks and by our ad exchange partners. These creative requirements are important for any campaign. Our policies apply to both your ad and the images on your website.


How to Fix Disapproved Ads

If you received an email with any of the following advertising policy violations, please follow the recommended solutions listed below.

Ad Creative Violations
  • Ad Creative: Brand Mismatch
  • Ad Creative: Brand Notification
  • Ad Creative: Dynamic Ad Restriction
  • Ad Creative: Offensive Language
  • Ad Creative: Unable to Translate
Recommended Solutions
  1. Read the policies listed below to learn more about our ad content and website image guidelines.
  2. Upload new ad creatives that contain compliant content.
    • Make sure that your new ads are added to the campaign(s) that you want to launch. This will automatically trigger the new ads into In Review.
  3. If you received an Ad Creative: Dynamic Ad Restriction ad policy violation, it means that we’ve detected images that depict prohibited content on your website. In order to ensure that your target audience will be served ad creatives that display safe and age-appropriate content, you must use static ads instead. 
In cases where you cannot make the required change to your website or ad creative or if you need more information about the ad policy violation, please reach out to your account manager or the RollWorks Customer Support Team for assistance.


Adult Content

Any content used in your ads or website must be appropriate for all ages. We can't move forward with approval if your ads contain nudity, graphic language, or adult concepts.



We can't approve any ads that depict alcohol or alcohol consumption.


Before and After Images

Before and after images are not permitted in any ads. Ads that link to landing pages with before and after imagery will be subject to review and any ads linking to pages containing nude or graphic content will be rejected.


Body Images

In line with our policy on adult content, images that focus on body parts in a sexualized manner will not be approved. Avoid using images with full or partial nudity, unnecessary skin exposure or cleavage, or other tactics designed to solicit a sexual response.

Facebook doesn't permit the use of ad images that imply ideal or undesirable body image, including “before and after” photos, images that imply unlikely results, or images that draw unnecessary attention to body parts.


Brand Notification

Audiences should be able to have a clear understanding of where they'll be going when they click your ad. This means that marketers must include a brand notification, such as a logo or the company name, on all ad creatives. 


Brand Mismatch

The brand notification (logo or company name) shown on ads, landing pages, and websites must match. 


Dynamic Ad Restrictions

Websites that contain any prohibited or restricted content cannot use dynamic ad creatives. 


Offensive Language 

Ads should not use profanity or any offensive or inappropriate language.


Personally Targeted Messaging

Due to the nature of retargeting, we need to be especially sensitive to user privacy. This is something to be particularly careful with if your website focuses on products or services for a specific audience. Even if your website meets our content requirements, targeted messaging that implies knowledge of an individual’s personal circumstances can't be approved.


Shock Value

Don't use images that are visually disturbing, gory, or designed to shock or scare.


Spam Tactics

Tactics to mislead a visitor are strictly prohibited. We can't approve ads that:

  • imitate computer functions such as system messages, progress bars, or virus warnings.
  • mimic the function of other types of media, such as appearing to be an embedded video.
  • initiate prompts to download files or software after the click.


Strobing and Flashing

Strobing, flashing backgrounds, or otherwise distracting ads aren't allowed. Don't attempt to overtly distract the user from page content.


Toubon Law (France) 

France’s 1994 Toubon Law requires that ads in France must be only in French, or include a French translation. This applies to ads shown on any French IP address (not just on .fr domains). To serve ads in France, please make sure that the ad content is in the French language.


Unable to Translate

Ads that contain copy that cannot be easily translated are not permitted. 


Violence and Weapons

Your ads can't depict violence, including pictures of guns or other weapons.

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