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Microsoft Advertising policies

Product ads policies

14 February 2022

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Product Ads allow you to include images and other rich product information in sponsored search ads. Offers from your Merchant Center Catalog are eligible to display as an ad in the mainline and sidebar, and include catalog elements such as title, description, image, and price. To participate in Product Ads from Microsoft Advertising, you must comply with Microsoft Advertising policies as well as Merchant Center.

These policies are only applicable to merchant offers served on our advertising network as part of the Product Ads program, and do not apply to other Microsoft Bing offerings. It is primarily your responsibility as an advertiser to comply with these policies, as well as any applicable legal requirements. Non-compliant offers will be removed.

Product description and conditions

Your product description must be truthful accurate and not misleading or deceptive, including, but not limited to: product features, benefits, qualities, brand, conditions, availabilities, quantity, qualities and comparisons, pricing, saving claims, rebate offers, shipping, warranties, sponsorships, uses, grade, refunds, taxes, etc.

  • Condition: Only "New", “Used” and “Refurbished” products will be accepted and shown. Any other values will be rejected.
    • “New” are intended as those products which have not been previously used.
    • “Refurbished” are those products which, although previously used, have been professionally restored to function properly, and are thus free of defects.
    • “Used” are those products which have been previously used, and not professionally restored. Used products must still be functional and must not be damaged.
  • Availability: Only "In Stock" products are shown. "Out of Stock" and "Pre Order" products will not be shown.
  • Payments must be collected on a secure site.
  • Any products promoted must be available for purchase and shipping in all of the geographical locations targeted.
  • The product promoted must be available on the landing page, displayed prominently above fold in a position where it can be easily located.
  • When shipping information is provided, shipping costs, estimated timing and the location from which the items are being shipped must be clearly identified.
  • Ads in the US cannot leverage user data to display specific shipping terms that apply only to the user. Generic shipping terms such as "free shipping" or "free shipping on orders over $50" is permissible.
  • Descriptions should not be wrapped in quotes.
  • Please do not include promotional text in the image.
  • Products that have been recalled or that are otherwise subject to recall must not be advertised.
  • Any claims associated with the product must be realistic, substantiated and not misleading or deceiving for users.
  • Any risks associated to the product or its uses must be fairly disclosed on the landing page, including disclaimers which may be required by law.
  • Refund and return policies must be easily accessible on your website.

Pricing

  • For products sold in bulk quantities or at a price per unit, the ad should list the total price based on the minimum number of units that can be purchased. For example, if the cost per unit is $1 with a minimum purchase allowed of 10 units, the price used in the product feed, as well as the default price on the landing page, should be $10.

See additional pricing requirements in the Pricing Policy.

Images

Images must comply with Microsoft Advertising Image, audio and video policies in addition to the requirements below.

  • The most prominent part of the image must be the product promoted. The white space in the background must not exceed about one third of the image.
  • The background of the image must be clearly distinct from the image of the product itself. Do not use similar color tones or patterns that may cause the image of the product to appear less visible.
  • Product offers for lingerie and bathing suits must comply with the "Nudity, offensive advertising" section of the Microsoft Advertising Image, audio and video policies.

Restricted and disallowed categories

Restricted and disallowed advertising categories are regulated by all applicable Microsoft Advertising policies for the market(s) you are targeting. Please review the specific policies for each market to understand applicable restrictions.

We reserve the right to remove additional categories or feeds, at any time and at our sole discretion, under specific circumstances, such as intervened illegality, products of questionable legality, or that do not align to our brand and image, performance exclusion (see below), etc.

Additional Country Requirements

Albania
  • The following information must be available to consumers:
    • The main characteristics of the goods or service.
    • Trader's address and identity.
    • The price including all taxes, and any other cost including shipping.
    • Any information related to terms of payment, delivery, objections, returns, etc.
    • Right to waive from the commitment or cancel the purchase.
Bosnia-Herzegovinia
  • Energy-related products should display the label provided by the supplier for units of a model covered by the delegated act. And should refer to the energy efficiency class of the product and the range of efficiency classes available on the label.
    • If the label cannot be feasibly displayed, the energy class of the product and range of the efficiency classes available on the label should still be provided.
    • Technical manuals and brochures of the manufacturer that are available online, must provide consumers with the necessary information on energy consumption or include information on the energy class of the product.
European Union
  • Energy-related products should display the label provided by the supplier for units of a model covered by the delegated act. And should refer to the energy efficiency class of the product and the range of efficiency classes available on the label.
    • If the label cannot be feasibly displayed, the energy class of the product and range of the efficiency classes available on the label should still be provided.
    • Technical manuals and brochures of the manufacturer that are available online, must provide consumers with the necessary information on energy consumption or include information on the energy class of the product.
Iceland
  • Energy-related products should display the label provided by the supplier for units of a model covered by the delegated act. And should refer to the energy efficiency class of the product and the range of efficiency classes available on the label.
    • If the label cannot be feasibly displayed, the energy class of the product and range of the efficiency classes available on the label should still be provided.
    • Technical manuals and brochures of the manufacturer that are available online, must provide consumers with the necessary information on energy consumption or include information on the energy class of the product.
Japan
  • Information about price, shipping cost, method of payment, delivery time, cancellation of orders, and the name, address, and telephone number of the seller must be included in the ad or on the landing page.
Serbia
  • Ads that contain information about the price or energy consumption of an appliance should include the energy efficiency class (from A to G).
Turkey
  • Advertisers must comply with all applicable regulations, including those related to energy efficiency labeling for example.

Security at checkout

Microsoft values the security and privacy of our end-users, as well as sustainable and healthy relationships with our customers. Payments must always be collected through a secure checkout process.

Online financial transactions are an area of high exposure, considering the significant consequences of data breach and compromise of payment instruments. Using a secure check out system can reduce, though not entirely eliminate, associated threats.

To learn more about secure checkout requirements and companies that provide such services:

This reference is for informational purposes only. Microsoft does not endorse any companies listed at the above links. Microsoft is not to be held accountable for any loss of financial data, data breach and other compromises to your customer's personal and financial information, and reserves the right to remove non-compliant merchants, as detected, at our sole discretion and without advanced notice. We encourage you to seek independent advice and assistance with any related matters.

Performance exclusions

From time to time we may analyze and focus on product categories that have an ongoing history of interest to users, as demonstrated by user searches and activity. Some categories will have a rich product search experience that is displayed with Product Ads and others will not which may change over time based on interest and user behavior.

Use of product feed data

The use of your product feed data must not infringe upon intellectual property or other rights of others. As a participant in Product Ads you represent and warrant that you possess all necessary rights related to the submission and usage of images, and that all other data included in your product feeds is in compliance with all applicable laws, rules and regulations. At times, Microsoft may elect to utilize certain portions of your product feeds for other, unrelated purposes of its choice, including but not limited to, ad campaigns optimization, marketplace management, sponsored and non-sponsored results optimization and enhancement processes, and others as Microsoft may elect from time to time. By virtue of your participation in Product Ads you agree to the usage of your product feed data in accordance to the Microsoft Advertising Agreement, this Product Ads policies and other applicable Microsoft policies.