Why it happens
A competitor's brand in the ad text
A competitor's brand in the ad text
Naming another company in a headline or description, often in a comparison or "alternative to" ad, after the owner filed a complaint.
You resell or service the brand without saying so
An authorized reseller or repair shop using the brand without making the relationship clear in the ad.
Brand terms as keywords
Some markets restrict trademarked keywords too. The keyword shows as disapproved or Approved limited in the countries where the owner restricted it.
Your own brand, unregistered with Microsoft
Your trademark is held by a parent company or an agency account that has not been authorized to use it. The Google side works differently: see Google Ads trademark disapprovals.
How to fix it, step by step
See what was flagged and where
Hover over Campaigns, select Ads & extensions or Keywords, and hover over the status in the Delivery column. It shows the reason, the locations and the part that triggered it.
Rewrite the ad without the mark
From the Ads table, select the pencil icon on the ad, remove the third-party brand from headlines and descriptions, and select Save. The edit goes back through review.
Replace disapproved keywords
Keywords cannot be edited. Delete the disapproved keyword and add a new one if you still need the traffic, keeping the brand out where it is restricted.
Get authorization or request an exception
If you are allowed to use the trademark, get written authorization from the owner, then select the ad, Edit, Request exception, and explain the relationship.
Steps checked against Microsoft Advertising policies: Intellectual property policies; Microsoft Advertising Help: Fix a Disapproved or Approved Limited status; Microsoft Advertising Help: How do I challenge a disapproval?.
Sprites fixes this
Or let Sprites fix it
Sprites takes the trademark out of the copy and swaps the disapproved keywords, ad by ad.
What Sprites does
- Reads the editorial status of every ad and keyword, so each trademark disapproval shows up in one pass.
- Rewrites the headlines and descriptions without the third-party brand, and you approve every change before it goes live.
- Removes disapproved brand keywords and adds the replacements you want, as one reviewed batch.
What it doesn't do
- It does not read Microsoft's reason code. You confirm in the Delivery column that the reason is trademark.
- It does not contact the trademark owner, file an authorization or request an exception.
Questions
Can I bid on a competitor's brand name on Microsoft Ads?
Often yes as a keyword, depending on the market and the owner. Using their trademark in the ad text is what usually gets disapproved once the owner complains.
Why did a trademark ad run for months and then get disapproved?
Microsoft acts on trademark complaints, so an ad can run until the owner files one. After that, ads using the mark are reviewed and disapproved where the restriction applies.
Can I edit a disapproved keyword?
No. Delete it and add a new keyword. The new one goes through editorial review when you save it.
What if the trademark is my own brand?
Request an exception and explain that you own the mark or are authorized to use it. Have the authorization ready if Microsoft asks.
Let Sprites fix it
Connect the account. Sprites finds the cause, stages the change and waits for your approval.