Ad Policy & Rejection Patterns: Avoidance Templates and Operational Guard Complete Guide

Introduction

"Don't know why it was rejected" / "Unclear what to fix for approval"—"disapproval handling" consumes the most field time. This article demonstrates common rejection patterns via NG/OK examples, templating pre-check→alternatives→re-review. After establishing principles common to SB/SBV/SD/SP, we eliminate pitfalls in food/health/comparative claims/price messaging.

Align KPIs, measurement, operations with:

• ACoS/ROAS/TACoS Complete Guide
• Attribution Window Design
• Custom Dashboard Design

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Table of Contents

1. Rejection Overview and Principles
2. Top 10 Rejection Patterns (NG→OK Examples)
3. Category-Specific Warnings (Food/Health/Comparative/Price)
4. Pre-Check: Copy/Image/Video "Preflight"
5. When Rejected: Alternative Creative→Re-Review→Learning
6. Dashboard & Automated Guard: Detect→Suppress→Restore
7. FAQ
8. Checklist and Next Actions

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Rejection Overview and Principles

• Principle 1: Avoid exaggeration, absolutes, medical efficacy implications.
• Principle 2: Comparatives, "#1", "lowest price" require "objective evidence + period + source" or avoid.
• Principle 3: Contact info / external purchase links / watermarks / excessive text = NG.
• Principle 4: Images/videos prioritize "product identifiability / cleanliness / readability".
• Principle 5: Assume regional/category variations; base on "global-safe expressions".

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Top 10 Rejection Patterns (NG→OK Examples)

#	Pattern	NG Example	OK Rewrite (Template)
1	Excessive absolutes/guarantees	"100% effective" "Absolutely~"	"Designed to aim for~" "May help with~"
2	#1/Cheapest/Best (no evidence)	"Industry #1" "Lowest price"	"Popular in category" "See comparison in Store" + disclaimer
3	Medical/health efficacy implications	"Lowers blood pressure" "Cures"	"General description per nutrition facts" "As part of diet" ※ no absolutes
4	Review misuse	Star image insertion, selective quotes	"Review excerpt" + source/link (don't draw stars in images)
5	External links/contact	URL/phone/QR in image	Brand Store or ASIN internal links only
6	Comparative ad defects	"Better than competitor A"	"vs. our previous (conditions/period)" "See feature comparison in Store"
7	Award/certification misuse	Unofficial logos/shield icons	"Certification name (reg#/year)" text only
8	Excessive text/illegibility	Too-small text/overcrowding	15–30 chars/frame, whitespace, high contrast
9	Image defects	Watermarks/borders/excessive decoration	Plain background / product-centric / light shadow
10	Provocative/inappropriate	Defamation, incitement, adult	Neutral/respectful, function/benefit focus only

Reference: SB Headline Safe Patterns

• "Review Daily Ad Waste with Bid Review | Arctavia"
• "First-Time Amazon Ads: Step-by-Step Guide"
• "Review-Selected Popular Sets | To Brand Store"

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Category-Specific Warnings (Food/Health/Comparative/Price)

Food & Beverage (e.g., Olive Oil)

• NG: Disease treatment/prevention implications ("prevents arteriosclerosis").
• OK: Objective descriptions of nutrition/taste/use ("acidity 0.xx%", "for cooking/salads").
• Note: Nutrition/ingredients match PDP/label. Show capacity/use in Store comparison table.

Health/Supplements/Medical

• NG: Pharmaceutical efficacy, new disease references.
• OK: General nutritional support + limited expressions matching sources. Don't use "personal experiences" as efficacy claims.

Comparative / "#1" Claims

• Rule: Conditions/period/source clearly stated on same screen, avoid misrepresentation. If difficult, retire comparison to Store.

Price/Promotions

• NG: "Lowest price", "clearance", "永久 free".
• OK: "Limited-time promo", "xx% off regular price (period/conditions)". Coupon details on PDP/Store.

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Pre-Check: Copy/Image/Video "Preflight"

1) Copy (SB Headlines / SD Headers)

• Forbidden word list: absolute/guaranteed/no.1/cheapest/miracle/cure/lose weight/permanent/100%
• Safe template: [One-line benefit] | [Evidence/comparison in Store]
• Localization: Don't translate literally. Weaken intensity, rephrase as function/use.

2) Images (SP Main / SD Images / SB Thumbnails)

• Required: High-res, plain background, product 85%+ of frame.
• Avoid: Watermarks/excessive logos/external logos/star images/excessive decoration.
• Food: Cooking scenes clean/simple. Avoid misrepresentation (capacity/ingredients).

3) Video (SBV 15–30s)

• Structure: 0–3s hook → 4–12s benefit → 13–22s proof → 23–30s CTA
• Watch: Large subtitles, avoid medical/comparative absolutes, no external links.

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When Rejected: Alternative Creative→Re-Review→Learning

Step 1: Immediate Alternative (Don't Stop Operations)

• Backup: Keep "safe version" creative in same ad group.
• Routing change: SB/SD route to Brand Store shelves (stable inventory/price ASINs recover).

Step 2: Re-Review Request (Case Writing)

• Argument: What expression was modified, what evidence supports compliance in bullet points.
• Evidence: Label/packaging/certification numbers, comparison conditions/period/sources.
• Tone: Facts only. Emotional rebuttals backfire.

Step 3: Learning from Causes (Dictionary Building)

• Update "rejected phrase dictionary", Linter for pre-screening.
• Accumulate NG→OK rewrite examples in internal wiki (by category).

# Simple Copy Linter (Example)
import re
NG = r"(absolute|guaranteed|100%|permanent|miracle|cure|lose weight|cheapest|no\.?1|top|god|revolution)"
text = input("headline: ")
if re.search(NG, text, flags=re.IGNORECASE):
    print("NG word detected: Weaken expression, retire evidence to Store/body.")
else:
    print("Check OK")

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Dashboard & Automated Guard: Detect→Suppress→Restore

• Status monitoring: Retrieve approved/in review/disapproved by campaign/ad, add status card to #42.
• Auto-suppression: Disapproved→impression share crash → swap to alternative creative / fix SB to Store / concentrate SP on Exact core.
• Restoration: On approval restoration, rollback to original allocation, log diff to action history.

-- Example: Disapproval detection view (conceptual)
create or replace view v_ad_policy_watch as
select date, campaign_id, ad_id, status, impressions, clicks, cost
from stg_ads_status_daily
where status in ('DISAPPROVED','ELIGIBLE_LIMITED');

-- Response (app-side logic)
-- if status == 'DISAPPROVED' -> swap_to_safe_creative(), route_to_store()

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FAQ

Q1. Want to write "#1". OK if I have evidence? A. Only if conditions/period/source clearly stated on same screen with no room for misinterpretation. Safe approach = avoid.

Q2. Can I use review star images? A. Avoid. Text quotes + source = safe. Star images or decorative badges are rejection breeding grounds.

Q3. How far can SBV go with medical-ish expressions? A. No efficacy absolutes/implications. Limit to use/general benefits, retire evidence to PDP/Store.

Q4. When to give up on re-review? A. Continue operations with alternative, if 1 re-review shows no improvement, redesign expression (return to templates).

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Checklist and Next Actions

Pre-Launch Checklist

• No NG words in headlines/body (dictionary scan)
• #1/comparative/price claims have conditions/period/sources or retired to Store
• No medical/health absolutes (rephrased to general)
• Images/videos: plain background, readable, product-centric, no external logos/contacts
• Alternative creatives ready in same ad group
• Dashboard has ad status cards and alerts

Immediate Action Items

1. Preflight headlines/thumbnails/videos (dictionary/Linter/human review three-stage).
2. Build comparison tables/FAQs in Brand Store, consolidate evidence Store-side.
3. Implement disapproval→auto-swap rules/scripts integrated with #42.
4. Accumulate NG→OK rewrite examples in internal wiki (by category).

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Related Resources

• /en/blog/sponsored-products-vs-brands-vs-display
• /en/blog/new-to-brand-ntb-measurement-sb-sbv
• /en/blog/auto-vs-manual-targeting-transition
• /en/blog/match-types-by-kpi-exact-phrase-broad
• /en/blog/buy-box-and-ads-when-you-lose-it
• /en/blog/brand-registry-advertising-benefits
• /en/blog/price-stock-bid-sync
• /en/blog/custom-dashboard-design

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Author: Arctavia Product Team

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