Ad approval is the process by which a platform checks, before launch, whether the ad and the landing page comply with its rules. Rejection most often occurs with health claims, financial services, alcohol, personalised advertising in sensitive categories, excessive superlatives, and a mismatch between the ad and the content of the page. Some industries require prior verification of the advertiser or a licence. In the event of rejection, it is possible to request a re-review, but this takes time and by the time the campaign is due, it is often too late. A practical measure is to launch campaigns well in advance, avoid changing texts just before an important deadline, and have a backup wording ready. Repeated violations can lead to the suspension of the entire advertising account. The platform's rules also change, so it pays to follow their announcements as closely as the performance of the campaigns themselves.
See also: Unfair commercial practices, Ownership of advertising accounts, Brand safety.
