---
title: Advertiser Name Policy
description: The name displayed as the advertiser (your brand, product, or company name) helps build trust with users. It signals that the promoted content is tied to a real, legitimate offering. Image to be uploa
---

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1. [Help Center](https://help.adskeeper.com/?hsLang=en)
2. [Compliance and Creatives](https://help.adskeeper.com/compliance-and-creatives?hsLang=en)
3. [Compliance and Creatives Basics](https://help.adskeeper.com/compliance-and-creatives?hsLang=en#compliance-and-creatives-basics)

# Advertiser Name Policy

[Overview](https://help.adskeeper.com/advertiser-name-policy#toc1)

[Format Rules](https://help.adskeeper.com/advertiser-name-policy#toc2)

[Content Restrictions](https://help.adskeeper.com/advertiser-name-policy#toc3)

[Building a Strong Advertiser Name](https://help.adskeeper.com/advertiser-name-policy#toc4)

### 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.

![2ak](https://help.adskeeper.com/hs-fs/hubfs/Adskeeper%20Helpcenter/Advertiser%20name/2ak.jpg?width=670&height=214&name=2ak.jpg)

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., belongs 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.

- [Advertisers / Affiliates](https://help.adskeeper.com/advertisers-affiliates?hsLang=en#main-content)

    - [Adskeeper Basics](https://help.adskeeper.com/advertisers-affiliates?hsLang=en#adskeeper-basics)
    - [Campaign Setup and Management](https://help.adskeeper.com/advertisers-affiliates?hsLang=en#campaign-setup-and-management)
    - [Conversion Tracking](https://help.adskeeper.com/advertisers-affiliates?hsLang=en#conversion-tracking)
- [Publishers](https://help.adskeeper.com/publishers?hsLang=en#main-content)

    - [General](https://help.adskeeper.com/publishers?hsLang=en#general)
    - [Websites and widgets](https://help.adskeeper.com/publishers?hsLang=en#websites-and-widgets)
    - [Compliance](https://help.adskeeper.com/publishers?hsLang=en#compliance)
    - [Payment](https://help.adskeeper.com/publishers?hsLang=en#payment)
- [Compliance and Creatives](https://help.adskeeper.com/compliance-and-creatives?hsLang=en#main-content)

    - [Compliance and Creatives Basics](https://help.adskeeper.com/compliance-and-creatives?hsLang=en#compliance-and-creatives-basics)
    - [High Safety Ranking](https://help.adskeeper.com/compliance-and-creatives?hsLang=en#high-safety-ranking)
    - [Low Safety Ranking](https://help.adskeeper.com/compliance-and-creatives?hsLang=en#low-safety-ranking)
    - [AI Image Generation](https://help.adskeeper.com/compliance-and-creatives?hsLang=en#ai-image-generation)
    - [Moderation Process](https://help.adskeeper.com/compliance-and-creatives?hsLang=en#moderation-process)
- [Advertisers Super Client Account](https://help.adskeeper.com/advertisers-super-client-account?hsLang=en#main-content)

    - [Clients](https://help.adskeeper.com/advertisers-super-client-account?hsLang=en#clients)
- [API](https://help.adskeeper.com/api?hsLang=en)
- [DSP](https://help.adskeeper.com/dsp?hsLang=en)

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