How does regulatory compliance affect ad creative approval on Bing Ads versus the Federal Trade Commission (FTC)?

Regulatory compliance affects ad creative approval on Bing Ads and with the FTC in distinct but interconnected ways:

1. **Bing Ads (now Microsoft Advertising)**:
   - **Policies and Guidelines**: Microsoft Advertising has its own set of policies and guidelines that advertisers must adhere to. These cover various aspects such as prohibited content (e.g., adult content, illegal products), restricted content (e.g., alcohol, gambling), and guidelines on accurate representation and non-discriminatory practices.
   - **Ad Review Process**: Advertisements submitted to Microsoft Advertising undergo a review process where they are checked against these policies. Ad creatives that do not comply with the guidelines may be disapproved or require modifications before being allowed to run.

2. **Federal Trade Commission (FTC)**:
   - **Consumer Protection**: The FTC's role is to protect consumers from unfair or deceptive advertising practices.
   - **Regulations**: Advertisements in the United States must comply with FTC regulations, which include guidelines on truthfulness, substantiation (claims made must be supported by evidence), and transparency (disclosure of material terms and conditions).
   - **Enforcement**: The FTC can take legal action against advertisers that violate these regulations, potentially resulting in fines or other penalties.

**Interconnection**:
   - **Overlap**: There is overlap between Microsoft Advertising policies and FTC regulations, particularly in areas like deceptive advertising and consumer protection. Both require that ads do not mislead consumers and that claims made in ads are substantiated.
   - **Compliance Requirements**: Advertisers must ensure that their ads meet both Microsoft Advertising policies and FTC regulations simultaneously. For instance, claims about product efficacy or pricing must be substantiated and clearly disclosed, both for Bing Ads approval and FTC compliance.
   - **Impact of Non-Compliance**: Non-compliance with either Microsoft Advertising policies or FTC regulations can lead to ad disapproval, legal repercussions, damage to reputation, and financial penalties.

In summary, while Bing Ads sets its own specific guidelines for ad approval, these guidelines often align with broader regulatory requirements enforced by bodies like the FTC. Advertisers must navigate both sets of rules to ensure their ad creatives are legally compliant, truthful, and transparent.