Avoid Ad Disapprovals: A Creative and Copy Compliance Guide for DTC Brands on Meta, TikTok, and Google
Ad disapprovals cost time, budget, and momentum. They also pile up quickly when platforms tighten enforcement. According to Google’s own reporting in the 2024 Ads Safety Report, the company removed over 5.1 billion ads and suspended more than 39.2 million advertiser accounts in 2024, with a dedicated program also suspending 700,000 impersonation scam accounts and slashing reports of those scam ads by 90 percent. If you run DTC campaigns, the signal is clear. Compliance is a growth lever.
This guide distills the current rules that most often trigger rejections on Meta, TikTok, and Google, then turns them into creative templates, copy frameworks, and preflight checklists you can plug into your workflow. If you want a ready-made system, we also shared our rapid testing approach in DTC Ad Creative Testing OS in 7 Days and our motion-led scaling playbook in Scale a DTC Shopify Brand With Sprints + Motion.
Why platforms are stricter now
Platforms are using AI to prevent bad experiences before an impression is served. Google calls this out in its Ads Safety Report where large language models accelerated complex investigations, blocked billions of violating ads from ever showing, and drove enforcement against scams and impersonation. Meta and TikTok have taken a similar stance through policy expansions that target misleading claims, personal attribute targeting, and content that could harm users’ well being.
The bottom line: borderline tactics that used to slip through for DTC are far more likely to be throttled. You do not need to neuter creative to win, but you do need creative that is both high intent and policy clean.
The red lines that trigger disapprovals
Meta
Personal attributes and privacy. Meta’s policy expressly forbids copy that asserts or implies a person’s attributes, like “You have acne, try this,” as detailed in Meta’s Personal Attributes policy. Use you and your generically, not in a way that implies a quality of the viewer.
Health and wellness claims. Meta’s Health and Wellness ad policy restricts weight loss and cosmetic content that exploits insecurities or shows before and after transformations for weight loss. Close ups that pinch fat or zoom on wrinkles are also cited as non compliant examples.
Sensational content. Meta prohibits shocking, scary, or graphic imagery as defined in Meta’s Sensational Content policy. Avoid gore, medical procedures, brandished firearms, or anything intended to disgust.
TikTok
Weight management and body image. TikTok emphasizes a body positive environment and states that weight loss claims must be restricted to 18 plus audiences and avoid unrealistic results, as outlined in TikTok’s Weight Management and Body Image policy. Content cannot shame users or suggest an ideal body type.
Misleading claims and ad quality. TikTok bans exaggerated, absolute claims and misleading expressions. While the help center page is gated, TikTok lists this category under Misleading and false content across its policy index. As a rule, avoid “guaranteed,” “best ever,” and similar superlatives without substantiation.
Misrepresentation and unreliable claims. Google centralizes its rules in the Misrepresentation policy, which includes unacceptable business practices, dishonest pricing, clickbait, manipulated media, and unreliable claims. Ads must not induce fear or use negative life events to pressure action.
Healthcare and medicines. If you sell supplements, telemedicine, or any health product, study Google’s Healthcare and medicines policy. Unapproved substances, products implying prescription level efficacy, and many disease treatment claims are disallowed. Certification and location rules frequently apply.
Creative rules that keep performance alive
Platform rules do not kill performance. They channel it. Here is how to keep your edge without risking disapprovals.
Show transformation, not before after. For Meta and TikTok, replace side by side transformations with process focused storytelling. For example, use day in the life cuts, progress diaries, or time lapses that include clear time framing and context. Meta’s Health and Wellness policy allows showing impact when targeting 18 plus if you avoid negative self perception tactics.
Talk outcomes with scope and proof. On Google, unreliable claims are prohibited per the Unreliable claims section of Misrepresentation. Add timeframes, usage conditions, sample sizes, and link to supporting content on your product page.
Respect identity. Avoid copy that implies the viewer’s health, finances, age, religion, or similar attributes on Meta per the Personal Attributes policy. Switch “Struggling with back pain?” to “Back pain can slow anyone down. Here is how thousands tackle it.”
Copy templates you can adapt today
Problem solution hook without personal attributes “Busy schedules can wreck skincare routines. Meet the 2 step kit that fits your mornings, then gets out of the way.”
Outcome with scope and substantiation “9 of 10 testers reported visibly softer skin after 14 days with daily AM PM use. See the full protocol and results on our product page.”
UGC disclosure line inspired by FTC guidance “This video includes paid partnership content with BrandName.”
The FTC’s Endorsement Guides make it clear that material connections should be disclosed clearly and conspicuously, and that endorsements cannot claim results that are not typical without stating generally expected results.
Landing page and funnel hygiene
Ad approval is only half the job. Destination quality, disclosures, and pricing clarity are core.
Disclose partnerships and typical results. The FTC explains that endorsements must be honest and clear about material connections and that atypical outcomes need typical results disclosures, as summarized in the FTC’s Endorsement Guides Q and A. Use plain language disclosures above the fold and within UGC sections.
Make pricing and offer terms explicit. Google flags dishonest pricing and unavailable offers in its Misrepresentation policy. Avoid “free” if any fees apply, and place offer details near primary CTAs.
Avoid prohibited health claims. If you offer supplements or telehealth, cross check Google’s Unapproved substances details and ensure any certifications are in place for your target geos.
If you are building on Shopify, it is straightforward to centralize ingredients, disclaimers, and regional variants in metafields and theme blocks. You can get started quickly with Shopify, then give your team marketer friendly controls using our Modular Shopify Theme for Marketers.
Preflight review checklists
Use these short checklists before you hit publish. They catch 90 percent of preventable rejections.
Meta checklist
No implied personal attributes in copy or overlays per Meta’s policy
No before and after for weight loss or close ups that shame body features per Health and Wellness
No shocking or graphic imagery per Sensational Content
Age gating applied for weight loss or reproductive health offers when required
TikTok checklist
Weight loss content restricted to 18 plus and avoids unrealistic claims per Weight Management policy
No absolute or exaggerated claims, and ad quality meets guidelines listed under Misleading and false content
Music licensed via Commercial Music Library if used
Branded content toggle and disclosures added when working with creators
Google checklist
No clickbait, fear tactics, or unreliable claims per Misrepresentation
Pricing model and fees disclosed on the landing page near CTA
Healthcare offers certified and compliant per Healthcare and medicines
Offer available exactly as advertised and easy to find from the ad destination
High performing, policy clean design templates
Product Demo Ad (safe for Meta and TikTok)
Structure: Pattern interrupt in the first 2 seconds, one benefit per scene, visible product in hand, hard cut to social proof, CTA
Copy: “Meet the 2 minute cleanse that fits real mornings. Dermatologist tested. See how it works.”
Notes: Avoid zoomed skin pore close ups. Use lifestyle medium shots. Add 18 plus targeting only if weight or medical content is implied.
Testimonial Reel with FTC compliant disclosure
On screen text: “Paid partnership with BrandName” plus “Results shown reflect one person’s story. See typical results on our site.”
Script prompts: “What were you doing before this?” “What changed after two weeks?” “What surprised you?”
Notes: Trim superlatives. Add expected results on the landing page per FTC guidance.
Google Search Responsive Ad for an offer
Headlines: “Gentle Vitamin C Cleanser,” “AM PM Routine in 2 Steps,” “Free 30 Day Returns”
Descriptions: “Dermatologist tested routine. Full ingredients and expected results on site.” “Ships free over 50 dollars. No hidden fees.”
Notes: Align headline claims to on page content to avoid Unclear relevance and Unavailable offers.
A fast compliance workflow you can actually keep
Centralize claims. Create a single source of truth for allowed claims, proof sources, and disclaimers. This prevents creatives from drifting into unreliable territory and aligns with Google’s Misrepresentation expectations.
Preflight every ad. Run the checklists above before you upload. If the ad features creators, add disclosure overlays early rather than in post.
Mirror ads on the page. Ensure the hero headline, claims, and offer terms match the ad. This directly addresses unavailable offers and dishonest pricing concerns in Google’s policy.
Log outcomes. Track rejections and appeals to train your team. If you need a sprint based system, see our approach in DTC Ad Creative Testing OS in 7 Days.
Refresh safely. When you rotate creative, reuse approved structures and swap scenes or angles. Our Ecommerce Motion Graphics Playbook for Speed shares motion patterns that travel well across channels.
If you want to offload the playbook, PixiGrow delivers brand, copy, landing pages, ad creative, and motion under one flexible subscription so you can scale without hiring overhead. Founders and growth teams choose our Essential plan for foundational needs and Premium for ongoing complex projects, Slack based collaboration, fast turnarounds, and analytics support. You can see how our productized model compares in Design Subscriptions vs Agencies vs Freelancers 2025, or reach out directly on our contact page.
Review ready copy lines and disclosures
Health or beauty expected results line “Typical results with daily use for 14 days. Individual results vary. See how we measure results on our site.”
Offer clarity line for Google “First order ships free over 50 dollars. Taxes apply at checkout. No subscription required.”
Creator disclosure line for Meta and TikTok “Paid partnership with BrandName. Opinions are my own.”
Privacy safe targeting line for Meta “Made for anyone who wants a simple routine. Explore the routine that fits your day.”
When in doubt, reference the source
You do not need to memorize everything. When your team is unsure, go to the primary docs.
Meta posts detailed examples of prohibited tactics under Personal Attributes, and shows non compliant weight loss visuals in Health and Wellness.
TikTok clarifies age gating and prohibited weight claims in Weight Management and Body Image, along with extensive policy links on its Advertising Policies hub.
Google consolidates deceptive ad rules in Misrepresentation and health related restrictions in Healthcare and medicines. The 2024 enforcement scale in Google’s Ads Safety Report underscores why small compliance misses can escalate quickly.
If you need an experienced partner to build fast, compliant creative systems that still convert, learn more about PixiGrow or browse more tactical walkthroughs on the PixiGrow blog. If a link ever breaks, our 404 page will help you find what you need, and our policy commitments live in Legal.
