Microsoft Advertising has introduced Messaging guidelines to its text guardrails, expanding control for advertisers over AI-generated ad content. This new feature allows advertisers to specify themes, claims, products, offers, or topics to emphasize or avoid, in addition to existing term exclusions. Currently in a closed pilot, Messaging guidelines offer more specificity and customization for autogenerated assets in AI Max campaigns.
The updated help page outlines that text guardrails now consist of two parts: Term exclusions (up to 25) and Messaging guidelines (up to 40). These guidelines help shape asset recommendations and ensure alignment with brand messages. A key note on the page mentions that Messaging guidelines are presently in a closed pilot phase.
The changes follow a recent rename from “text guidelines” to “text guardrails,” which was previously covered in September 2026. Advertisers are advised to enter guardrails before the Final URL during campaign setup.
Read the official help page here: How do I create a Search campaign?
This update was spotted by Hana Kobzová.