Launch announcement

Amazon DSP launches the second release for enhanced creative policy guardrails

October 03, 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. Our second release focuses on changes to creative policy moderation for Image and Responsive eCommerce Creative (REC) ads, specifically regarding spelling, grammar, font size, and call-to-action formatting.

The visuals below are for creative enforcement of Image and Responsive Ecommerce Creative (REC). Creative ad policies related to font size checks and call to action formatting for Image and REC Creatives will be enforced here.

Font size checks

Font size checks will ensure that all text used on creatives meets our 9pt minimum font size. If a small or illegible font is used on the creative, a reminder will prompt the user to address any issues with the font in their creative. The user will be able to click on the “See accepted guidelines and sizes” link to view the policies and adjust their settings accordingly.

CTA moderation

Call To Action (CTA) moderation will ensure that proper formatting is used for all CTAs on creatives. If the CTA is missing, ambiguous, or improperly formatted, a reminder will prompt the user with the correct format for their CTA and allow them to refer to the “See accepted guidelines and sizes” link for additional details.

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 any issues that would otherwise result in moderation rejection.

With the launch of updated creative image moderation, users are able to get real-time feedback on whether an image meets Amazon’s requirements or needs to be revised prior to delivery. In this release, the image eligibility checks primarily focus on advertising copy in ads.

Future creative policy guardrail releases will focus on expanding ASIN eligibility check coverage and extending the capability to other Amazon 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