Microsoft Ads Policies for Ecommerce Merchants

Understanding Microsoft Advertising policies is essential for running successful ad campaigns and avoiding account suspensions. This guide explains the core policies in plain English so you can stay compliant and protect your advertising investment.

Understanding Microsoft Advertising Policies

Microsoft Advertising maintains strict policies to ensure a safe, fair, and high-quality advertising ecosystem. These policies protect users from harmful content while maintaining advertiser credibility. Violations can result in serious consequences:

Consequences of Policy Violations:

  • Ad disapprovals and immediate suspension
  • Three-strikes enforcement system leading to account suspension
  • Permanent bans for severe or repeated violations
  • Loss of advertising privileges across Microsoft platforms

Reference: Microsoft Advertising Policies

Main Policy Categories

1. Prohibited Content & Practices

Microsoft strictly prohibits certain types of content and business practices. These are non-negotiable and will result in immediate action:

  • Counterfeit Goods: Selling or promoting fake, replica, or unauthorized products that infringe on trademarks or copyrights
  • Malicious Behavior: Malware, phishing, deceptive downloads, or any attempt to harm users or their devices
  • Misleading Ads: False claims, deceptive pricing, fake discounts, or misrepresenting product availability
  • Prohibited Products: Illegal drugs, weapons, explosives, tobacco (in most markets), and other restricted items
  • Offensive Content: Hate speech, violence, adult content, or discriminatory material

2. Restricted Content & Features

Some content categories are allowed but require special compliance measures and may have geographic restrictions:

  • Gambling & Gaming: Requires proper licensing and compliance with local regulations; restricted in many regions
  • Alcohol: Must comply with age restrictions and local laws; prohibited in certain countries
  • Healthcare & Medical: Prescription drugs, medical devices, and health services require certification and compliance
  • Financial Services: Credit cards, loans, and investment products need proper disclosures and licensing
  • Adult Products: Sexual wellness products allowed with restrictions; explicit content prohibited
  • Third-Party Government Services: Services that facilitate government processes (passports, visas) require authorization

3. Editorial & Technical Requirements

Your ads and landing pages must meet quality and technical standards:

  • Landing Page Relevance: The destination URL must directly relate to your ad content and deliver what's promised
  • Accurate Ad Text: Headlines and descriptions must be clear, grammatically correct, and not use excessive capitalization or symbols
  • Functional Websites: Landing pages must load properly, be mobile-friendly, and provide a good user experience
  • Clear Business Information: Display your business name, contact details, and physical address where applicable
  • No Redirects: Avoid unnecessary redirects or bridge pages; users should reach the advertised content directly
  • Quality Standards: Pages must have substantial original content, not just affiliate links or thin content

4. Enforcement & Strikes System

Microsoft uses a progressive enforcement approach to handle policy violations:

  • Ad Disapprovals: Individual ads that violate policies are disapproved and won't run until corrected
  • Three-Strikes Policy: Repeated violations result in strikes; three strikes lead to account suspension
  • Account Suspension: Serious or repeated violations can suspend your entire account temporarily or permanently
  • Appeal Process: You can appeal decisions through the Microsoft Advertising support system
  • Reinstatement: Suspended accounts may be reinstated after demonstrating compliance and correcting issues

Reference: Microsoft Advertising Enforcement

Ecommerce-Specific Compliance Tips

As an ecommerce merchant, follow these practical guidelines to stay compliant and avoid common pitfalls:

Landing Page Best Practices:

  • Ensure your landing pages match the ad content exactly—if you advertise a specific product, link directly to that product page
  • Avoid using bridge pages, splash pages, or unnecessary redirects that delay users from reaching the advertised content
  • Make sure pages load quickly and work properly on mobile devices
  • Don't use pop-ups or interstitials that block the main content immediately upon landing

Content Quality Standards:

  • Avoid thin content pages that only contain affiliate links or minimal product information
  • Provide substantial, original content including detailed product descriptions, images, and specifications
  • Include clear pricing, shipping information, and availability status
  • Don't use auto-generated or scraped content from other websites

Business Transparency:

  • Display consistent business information across your website and ads
  • Show clear contact details including email, phone number, or contact form
  • Provide a visible refund and return policy that's easy to find
  • Include terms of service and privacy policy links in your footer
  • For physical products, display your business address or registered location

Shopping Ads & Product Feeds:

  • Keep product data accurate and up-to-date (prices, availability, titles, descriptions)
  • Use correct product identifiers (GTINs, MPNs, brand names) where required
  • Ensure product images are high-quality and accurately represent the item
  • Update your feed regularly to reflect stock changes and price updates
  • Don't advertise products you don't actually have in stock or can't fulfill

Pricing & Promotions:

  • Display accurate pricing including all mandatory fees and taxes
  • Don't use fake "original prices" to create misleading discounts
  • Clearly state any conditions or restrictions on promotional offers
  • Ensure sale prices and discount claims are genuine and time-limited

Prohibited Ecommerce Practices:

  • Never sell counterfeit, replica, or unauthorized branded products
  • Avoid dropshipping from unauthorized suppliers or selling items you can't verify
  • Don't use bait-and-switch tactics (advertising one product but selling another)
  • Never collect payment without intention or ability to fulfill orders

Not Sure If Your Store Is Compliant?

Get a free compliance audit from Pulserig. We'll review your store, identify potential policy issues, and provide actionable recommendations to keep your Microsoft Ads account in good standing.

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