Amazon DSP launches the first release for enhanced creative policy guardrails

August 24, 2022

What launched?

Amazon DSP is launching a creative policy guardrails program that will reduce creative moderation rejections through policy changes, policy clarification, product changes, and moderation automation, while improving creative approval rate. Our first release focuses on changes to creative template moderation for Responsive eCommerce Creative (REC) ads, and features ASIN eligibility checks for prohibited and restricted products.

Restricted products reminder

Restricted products are allowed with certain settings in place to ensure alignment with our ad policies. If a restricted product is entered, a reminder will prompt the advertiser to address the advertising restrictions related to their product. The user will be able to click on the “Go to policy” link to view the moderation policies and adjust their settings accordingly. In addition, the same warning can be viewed in the summary table once the product is added to the creative.

Prohibited products reminder

Prohibited products are not allowed in our Responsive eCommerce Creative ads. If a user tries to enter a prohibited ASIN, they will receive a reminder that prevents select of the prohibited product. The user will be able to click on the “Go to policy” link to view the prohibited ad policies.

Why is it important?

Creative policy guardrails is a multi-phased program that provides users real-time ad policy related feedback during creative setup. Creative policy violations are identified and enforced early in the campaign creation process so that users have an opportunity to address and correct any issues that would otherwise result in moderation rejection.

With the launch of ASIN eligibility checks, users are able to get real-time feedback on whether a product is eligible to be advertised in REC or there are additional conditions that need to be met. In this initial release, the eligibility checks primarily focus on prohibited content in ads. We are working to expand the coverage by including more checks in future phases.

Future creative policy guardrail releases will focus on expanding ASIN eligibility check coverage and extending the capability to other DSP creative templates. Additionally, we will release creative specification checks to identify violations in text and creative assets. Lastly, we plan to put a new mechanism in place to enforce creative border requirement.

Where is the feature available?

  • North America: United States, Canada, Mexico
  • South America: Brazil
  • Europe: Germany, Spain, France, Italy, Netherlands, United Kingdom, Sweden, Turkey
  • Middle East: Saudi Arabia, United Arab Emirates
  • Asia Pacific: Australia, India, Japan

Who can use it?

  • Managed Service
  • Self-Service

Where do I access it?

  • Amazon DSP

You spoke, we listened

This launch or feature update is as a result of advertiser driven feedback