Appeal creatives

All creatives have to be approved to be served by line items. After a creative is reviewed, if it's approved, it can continue to serve. When a creative is rejected, you'll find feedback explaining why. In most cases you can make changes and save the creative to automatically restart the creative review process. In some cases, you may need to manually resubmit.

If you believe a policy decision was incorrectly applied to your creative, you can dispute the decision to have it reviewed again. Most creatives are reviewed within 1 business day.

Use the appeal action to resubmit creatives or dispute policy decisions. You can appeal creatives in your advertiser's Creatives page, from the Creative status tab of a creative, or in a line item's creative assignment page.

Before you appeal

  • Review your creative and the policy feedback in the Creative status tab to learn why your creative was rejected. If a creative violates a policy, you'll need to fix the problem and save it or resubmit it for review. You should only dispute a policy decision if you believe we've made an error.
  • You can appeal a non-YouTube creative up to 3 times each. After 3 appeals, you'll need to contact support for assistance. You can find the number of remaining appeals on the creative by selecting it and clicking "Appeal".
  • When you resubmit, the creative review process will restart. Resubmitted creatives will go back to pending status and can't serve until they're either servable or approved. If all of the creatives assigned to a line item are pending, the line item can't spend.
  • You can only appeal a creative once every 8 hours. If you resubmit a creative and the result is returned within 8 hours, you will not be able to appeal until 8 hours have passed from the time of prior appeal.

Resubmit for approval

If a creative is rejected and you need to make changes outside the creative to fix the problem, you can resubmit it for approval after you fix it. For example, if your creative is rejected because of a problem with the landing page there may not be any changes needed to the creative. After the landing page is fixed by the advertiser's web designer, you can resubmit the creative for approval.

When you need to resubmit more than one creative, you can resubmit in bulk to save time.

Resubmit one creative

Follow these steps if you only need to resubmit one creative:

  1. Open the creative you want to resubmit.
  2. Click Creative status.
  3. Click Appeal. An appeal window will open. Note: If you don't see the "Appeal" option, it hasn't been enabled for your account yet. Click Resubmit for approval instead. The appeal option will replace the resubmit for approval option in the coming weeks.
  4. Select "Resubmit for approval".
  5. Select the exchanges you want to resubmit for approval. Note that resubmit is only available for supported exchanges (Display & Video 360, Google Ad Manager, and Xandr - Monetize SSP).
  6. Click Submit.

All policy labels that are eligible for resubmission for the creative will be reviewed.

Resubmit more than one creative

  1. Open an advertiser, then click Creativeand thenCreatives in the left menu.

  2. Select the creatives you want to submit for approval.

  3. Click Appeal. An appeal window will open. Note: If you don't see the "Appeal" option, it hasn't been enabled for your account yet. Click Resubmit for approval instead. The appeal option will replace the resubmit for approval option in the coming weeks.
  4. Select "Resubmit for approval".
  5. Select the exchanges you want to resubmit for approval.
  6. Click Submit.

All policy labels that are eligible for resubmission for the selected creatives will be reviewed.

Dispute a policy decision

If you believe we’ve made an error with a policy decision, you can dispute the decision directly from Display & Video 360. Currently, disputes are only available for YouTube ads. Support for other creative types will be available in the coming months.

Dispute a policy decision for YouTube ads

Follow these steps to appeal YouTube ads in YouTube & partners line items.

  1. Go to an existing YouTube & partners line item.

  2. Click the YouTube ad groups tab. You’ll see a table with all of your ad groups and the ads in each of them.

  3. In the Status column, hover over the ad’s Disapproved status. You can learn more about the policy that the ad doesn’t comply with by clicking the link next to Feedback.

  4. Click the Appeal button.

  5. On the page that loads, find the policy labels you disagree with.

  6. Under each policy label, below "Appeal the following", select which ads you want to include in the appeal.

  7. Click Submit.

The ad's status won't change during the appeals process. You can check the Status column on the YouTube ad groups tab, or review the appeals history in the Policy Overview page to see whether or not the ad has been approved.

Check the status of an appeal

After appealing, you can check on the status of your appeal in the Policy Overview page. Most creatives are reviewed within 1 business day.

Note: Appeals for Xandr - Monetize SSP policies won't appear on the Policy Overview page. Learn about Xandr creative reviews

  1. Open an advertiser, then click Creativeand thenPolicy Overview in the left menu. You'll find details for any ads or creatives you've appealed. This list includes both YouTube ads and other creative types.
  2. When a review is complete, the appeal status is "Completed" and the date is shown in the "Completed" column.
  3. The Result column shows the results of a policy appeal after it's completed.

    • Successful: The dispute was successful for all of the ads in this appeal and the policy label was removed.

    • Partially successful: For YouTube inventory, the policy label was removed from at least one of the ads that were reviewed. For all other inventory, at least one of the policy labels were removed. If there are remaining policies applied to your ads that are restricting serving, you can appeal if you've read the respective policy and disagree with the decision.

    • Error: Try again: There was a problem while processing the appeal request. Try again.

    • Failed: None of the ads or creatives in this appeal are eligible. Please review Google Ads policies and fix your ads and landing pages.

    • Duplicate: Your appeal has not been processed because it was submitted while we were still processing your previous appeal on the same set of ads. 

    • Exceeded appeal retry-limit: You submitted the same appeal too many times. If you see this status, please contact customer support for assistance with filing a new appeal.

Reasons why you might not be able to appeal

Sometimes when you try to appeal a creative policy decision, creatives may not be eligible for appeal. Some common reasons for this are:

  • The tag is invalid in Campaign Manager 360. The only way to resolve this problem is to fix the placement in Campaign Manager 360.
  • The policy decision is not eligible for resubmit.
  • You attempted to appeal more than 100 creatives using one bulk action.
  • The creative has reached the limit of 3 appeals. Contact support for help.
  • The creative was appealed within the last 8 hours.
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