Microsoft has quietly implemented a significant policy change affecting multiple ad categories.
Advertisers in certain restricted categories must now ensure their ads target users aged 18 and older. This adjustment impacts campaigns targeting age-agnostic audiences in affected verticals.
The updated policies affect several categories, including Beauty, Food, Healthcare and Pharmaceutical, Religious Content, Psychics, People Finder and Research Sites, and Government Services. Moreover, Microsoft expanded disallowed financial products to include marijuana stocks and ETFs, while the drugs policy now covers drug-themed merchandise.
For U.S. advertisers under Other Market Restricted Products, spray paint ads must also target users 18+. The Financial Services policy now forbids promotions of marijuana-related financial products.
Advertisers in these categories should review their audience targeting to ensure compliance.
Here are all the official help pages impacted by this change:
- Beauty and Cosmetics
- Food Products
- Healthcare and Pharmaceutical
- Religious Content
- Psychics, Tarot Reading, and Mediums
- People Finder and Research Sites
- Government Services and Products
- Other Market Restricted Products and Services
- Surveillance Equipment