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This guide outlines the creative requirements for displaying ads on MSN inventory within the Dable network. In addition to complying with Dable’s standard creative guidelines, ads must meet the additional criteria below to be eligible for delivery on MSN placements. Please review the following information in advance to ensure smooth campaign execution.
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Last updated: @1/29/2026
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The contents of this guide may be revised in accordance with changes to Microsoft’s policies.
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The full official Microsoft guidelines (in English) can be found at the link below. And, this page provides a summary of key items that are most frequently referenced during the actual review process.
Common Guidelines
Landing Page
1.
The landing page connected to an ad click must allow users to complete an actual purchase or use a service. Pages that merely promote a product or are designed solely to drive secondary clicks through promotional content are not permitted.
2.
Sensationalized content presented in an article-like format that excessively attracts user attention through exaggerated or clickbait-style expressions is not permitted. This includes advertorial content that appears to be real news or informational content but is created to promote a specific product or service.
3.
Landing pages containing false reviews, manipulated ratings, fabricated testimonials, or fake press-release–style content disguised as user opinions or media coverage will not be approved, as such content may create misleading trust or improperly influence purchasing decisions.
4.
Landing pages intended to collect users’ personal information must clearly display a Privacy Policy at the bottom of the page in compliance with applicable laws. If this information is missing, ad approval may be restricted.
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Full Reference Guide (English)
a.
For Guidelines 2 and 3 : Information integrity and misleading content
Industry-Specific Guidelines
Cosmetics
1.
If a product has not been officially approved as a drug or medical treatment by a relevant regulatory authority, it must not claim treatment, cure, or prevention effects for any symptoms or diseases.
2.
Content must not mislead users or imply unrealistic results. Any before-and-after comparisons must be based on objective facts and must not be presented in a deceptive or exaggerated manner.
3.
Full Reference Guide (English)
Health Functional Foods
1.
Claims that go beyond general wellness maintenance or condition improvement, and that directly or indirectly imply enhancement of specific bodily functions or medical efficacy, are not permitted. Expressions claiming treatment or complete cure of diseases or symptoms will not be approved.
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Examples: “Liver detox”, “Helps with bowel movements”, etc.
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Products or services that claim to improve or enhance sexual function — including hormone supplementation (e.g., testosterone supplements or sexual enhancement products) — are classified as sensitive health content, and related advertisements are not permitted.
3.
Full Reference Guide (English)
Reference
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Below is a list of common reasons why creatives may be rejected during Microsoft’s review process. (English)
