Advertiser Name Policy

Overview

Advertiser Name is the label attached to a campaign that tells users which company, brand, or entity stands behind the ad content shown to them

Key points to keep in mind:

• Every advertiser must provide an Advertiser Name, there is no way to skip this field.
• This name lives at the campaign level, meaning it stays fixed across all ads rotating inside that same campaign.
• For Search Feed campaigns specifically, the field is auto-populated with "Search Ads" in the campaign's language, and the advertiser has no ability to change it.
• Responsibility for entering a compliant name sits with the advertiser. That said, if a moderator spots a violation, they're empowered to step in, either fixing the name on the spot (campaign keeps running, no pause needed) or, for compliance breaches specifically, rejecting the campaign outright.
• Accounts with a pattern of violations, or a single serious one, risk being suspended entirely.

Format Rules

• Web addresses used as the name itself (like typing adskeeper.com)
• Digits with no letters, including things that look like phone numbers (+90 789 67 56);
• Symbol soup strings of special characters that don't spell anything readable ^%$%.

Can't echo the campaign name

The system checks the Ad Name against the Campaign Name and blocks it when either is true:

• the two are identical, or
• the Campaign Name shows up inside the Ad Name as a chunk of text

Character count

• Floor: 2 characters minimum
• Ceiling: 25 characters maximum
• This isn't optional in some places and flexible in others, it's enforced everywhere an Ad Name field exists, whether creating or editing

When the save button won't work

Bundling it together, here's the full list of what triggers a blocked save with an error message:

• name is nothing but numbers, or reads like a phone number;
• name is nothing but random symbols;
• name is actually a domain;
• name equals or embeds the Campaign Name;
• name falls under 2 characters;
• name goes over 25 characters.

Content Restrictions

Beyond formatting, the content of the name is policed too. None of the following are permitted:

• Swearing or crude language, in any language, not just English.
• Extremist or nationalist messaging, anything that reads as terrorism-adjacent propaganda, hate slogans, or similarly non-compliant phrasing that puts the account at risk.
• Real people or outlets in media/politics, you can't brand your campaign as though it were an actual news organization or borrow a politician's name.
• Borrowing outside brands, this shows up especially in CFD or coupon-style offers, where using a third-party brand name is off-limits unless that brand is literally yours and tied to what you're promoting.
• Fake endorsements, implying a person, company, agency, or brand has backed/partnered/certified your offer when they haven't.
• Brand lookalikes via typos, swapping in similar characters to mimic a famous name (think Vague, Goog1e, Faceb00k) counts as impersonation, not creativity.
• Riding on drug or product fame, name-dropping a well-known medication or product that has nothing to do with what you're actually selling, just to catch eyes.
• Bait-and-switch phrasing, clickbait wording disconnected from the real product doesn't just get flagged, it can shrink your available publisher inventory.
• Stuffing in a CTA, "Buy Now," "Click Here," etc. belong in the creative, not the name field.

Bottom line: compliance breaches can escalate all the way to a full account block.

Building a Strong Advertiser Name

A few pointers for names that perform well and stay approved:

• Aim for something that reads as a real, identifiable brand, vague or generic names tend to get throttled on publisher inventory
• Use Title Case: capitalize the first letter of every word.
• Stay within 2-30 characters.
• Make sure the name actually connects to what you're selling, resist the urge to go broad or sensational just to chase clicks.
• Steer clear of anything too close to a competitor or easily mistaken for a platform/system name.
• Leave CTAs out entirely, save them for the ad copy