Microsoft is urging marketers to review and adjust their ad campaigns as it prepares to roll out a major policy update.
Advertisers can expect big changes to their Microsoft Advertising accounts in the coming months, as new policies and resources begin rolling out starting July 1.
Why we care: Advertisers may need to take action based on how the updates affect their brands. Microsoft says the changes are ready to help marketers reach a larger audience and provide more security for consumers to align with upcoming regulatory changes.
The update comes just two weeks after Microsoft announced that advertisers could see a small increase in conversions when it launches its new cross-device attribution model later this month.
What are the new rules? Microsoft has confirmed additional policy updates that will have a significant impact on marketers working in industries such as healthcare and gambling: the new policy updates are as follows:
Vitamin and supplement ads get the green light: Microsoft’s Audience Network will now allow vitamin and supplement ads. However, statements must be accurate and truthful. Marketers can’t say their product “cleanses the liver,” for example. According to the new policy, landing pages must be product pages instead of advertising posts or video content. Gambling ads now approved: Marketers in the gambling and betting industries can now place ads on the Microsoft Audience Network. However, advertisers must be licensed in the market they wish to reach and have gone through the betting enablement process to gain approval. Gambling ads are banned in Belgium: Microsoft will cooperate with Belgian authorities when banning gambling ads. The tech giant has announced that it will start enforcing rules to ensure local laws are being followed from July 1 and is telling sellers to make sure they no longer target this market. Restrictions on betting ads in Ireland: Microsoft is introducing a breakpoint on betting ads in Ireland and is urging marketers to update relevant ad campaigns that may be affected. However, an exact date has not yet been confirmed. Ban on clinical trial ads: Starting August 1, Microsoft will launch a global ban on ads that promote clinical trials or experimental treatments in all ad types.
How do Microsoft Ads accounts change? Microsoft has provided insight into how these updates will affect Microsoft Ads accounts:
Rejections of ads and advertising components – including keywords, ad copy and landing pages.
Store or product rejections.
A three strike policy – this policy already existed, but the tech giant has explained its rules in more detail.
Penalty of immediate suspension for serious infractions – this policy already existed, but Microsoft has provided more clarity on how these violations are classified.
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What did Microsoft say? The company said the changes are intended to provide greater visibility to advertisers and users.
“We will update some of our advertising policies to help you reach a larger audience for some products and services. Some updates will help further protect those who use our products and services, and some updates they will align with upcoming regulatory changes. We are also making updates to our policy pages to provide better alignment in some policy areas by moving content to different pages or adding examples and clarity where necessary.”
Deeper Dive: To learn more about Microsoft’s policy changes, read about them Advertising policy here.
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About the author
Nicola Agius is Search Engine Land’s paid media editor after joining in 2023. She covers paid search, paid social, retail networks and more. Prior to that, she was Director of SEO at Jungle Creations (2020-2023), overseeing the company’s editorial strategy for various websites. He has more than 15 years of experience in journalism and previously worked at OK! Magazine (2010-2014), Mail Online (2014-2015), Mirror (2015-2017), Digital Spy (2017-2018) and The Sun (2018-2020). He also previously partnered with SEO agency Blue Array to co-author the Amazon best-selling book “Mastering In-House SEO.”
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