---
title: Advertiser Name Guidelines
description: A complete guide to filling in the Advertiser Name field -covering mandatory rules, validation requirements, compliance restrictions and best practices to avoid campaign rejection or account blocks
---
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1. [Help Center Home](https://help.mgid.com/?hsLang=en)
2. [Ad Quality Policies and Creative Guidelines](https://help.mgid.com/ad-quality-policies-and-creative-guidelines?hsLang=en)
3. [Ad Approval & Compliance Guidelines](https://help.mgid.com/ad-quality-policies-and-creative-guidelines?hsLang=en#ad-approval-compliance-guidelines)
# Advertiser Name Guidelines
### **/C%20and%20C/Ad%20Creation%20Requirements/Advertiser_name.jpg?width=670&height=358&name=Advertiser_name.jpg)**
### **1. General Information**
1. Advertiser Name is the name of the advertiser, company, or brand displayed alongside the ad to identify the entity responsible for the advertised content, as shown in the example above;
2. Filling in Advertiser Name is mandatory for every advertiser;
3. For Search Feed campaigns, Advertiser Name is automatically set to "Search Ads" (translated into the campaign's language) and cannot be edited manually;
4. Advertiser Name is set at the campaign level and will be displayed for every rotating ad within that campaign;
5. If Advertiser Name violates any rule below and this is identified by a moderator, moderator can correct the Ad Name instantly, without blocking/pausing the campaign;
6. Advertiser is fully responsible for correctly filling in the Ad Name, but upon identifying a violation moderators may either:
- correct it themselves as they see fit, or
- reject the campaign of it is a case of compliance policies violation
7. Repeated or severe compliance violations may result in the advertiser's account being blocked
### **2. Technical Requirements **
2.1 Restricted Patterns
The following are not allowed as an Ad Name:
- Domain names - ***mgid.com*;**
- Numbers only, or phone numbers - ***12345*;**
- Random strings of symbols (e.g. sequences of special characters with no readable meaning) - ***&\*^)\****
2.2 Ad Name vs Campaign Name
Ad Name must not match Campaign Name. Validation fails if:
- Ad Name is exactly the same as the Campaign Name;
- Ad Name contains the full Campaign Name as a substring;
2.3 Length
- Minimum Ad Name length: **2 characters;**
- Maximum Ad Name length: **25 characters;**
*⚠️This rule applies consistently across all entry points where an Ad Name can be created or edited.*
2.4 Validation Errors Summary
The system will not allow you saving Ad Name if it:
- consists only of numbers or is a phone number;
- consists only of random symbols;
- is a domain name;
- matches or contains the full Campaign Name;
- is shorter than 2 characters;
- is bigger than 25 characters;
### **3. Compliance Requirements**
Advertiser Name mustnot contain:
1. **Profanity / F-words-** no vulgar, obscene, or offensive language in any language;
2. **Extremist, nationalist, or terrorist-related calls** -no slogans, symbols, or wording associated with extremism, terrorism, or nationalist propaganda, and no other non-compliant wording that could lead to an **account block;**
3. **Names of media outlets or politicians** -content sites/campaigns must not be named after real media brands or political figures (e.g., you cannot present yourself as a news outlet or a public official);
4. **Third-party brand names** when, for instance, running CFD or Couponing offers unless the brand belongs to the advertiser itself and is directly related to the promoted product/service;
5. **Illegal endorsement** - no false claims of endorsement, partnership, certification, or approval by a person, brand, government body, or organization that hasn't actually granted it;
6. **Brand impersonation via character substitution** -no inserting extra/similar-looking characters to mimic a well-known brand (e.g., *Vague, Goog1e, Faceb00k*);
7. **Manipulating names of well-known drugs/products** unrelated to your actual product (e.g., referencing a famous medication name to drive clicks for an unrelated offer);
8. **Irrelevant, clickbait-style statements** used only to grab attention but unrelated to the actual product/ad- this leads to rejects and limitations on publisher inventory;
9. **Duplicating the CTA** inside the Advertiser Name (the CTA belongs in the ad creative, not the advertiser name);
⚠️ *Violating compliance rules can result in the advertiser's cabinet/account being blocked*
### **4. Recommendations for a good Advertiser Name**
- Advertiser Name should represent a clear, recognizable brand. This also helps avoid limitations on publishers;
- Spelling: each word in the Advertiser Name should be capitalized (Title Case);
- The Advertiser Name is limited to 25 characters with a minimum 2 characters;
- Keep the name **relevant to the actual product/service** being advertised — don't use unrelated, sensational, or misleading names just to boost CTR.
- Avoid names that are too generic, too similar to competitors, or easily confused with system/platform names.
- Keep the CTA (e.g., "Click Here", "Buy Now", "Learn More") out of the Advertiser Name — it belongs in the ad text/creative.
**Quick Compliance Checklist**
☑No domain, phone number, or symbol-only strin
☑Not equal to / not a substring match of Campaign Name
☑At least 2 characters, max 25 characters
☑No profanity, extremist/terrorist wording
☑No media outlet or politician names
☑No third-party brand if you're not official representative
☑No illegal endorsement claims
☑No character-mimicking of known brands
☑No manipulation of well-known drug/product names
☑No irrelevant/clickbait wording
☑No CTA duplicated in the name
☑Title Case formatting applied
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