Appeal
The formal process of requesting a platform to reconsider an ad disapproval, account restriction, or policy enforcement decision.
What Appeal means
An appeal is a formal request to a platform to review and potentially reverse an enforcement action such as an ad rejection, account suspension, or policy strike. Each platform has its own appeal process — Meta provides an in-platform appeal button, Google has a Policy Manager with appeal options, and TikTok offers appeal through their Ads Manager or support channels. Successful appeals typically require clear documentation showing compliance, corrections to identified violations, or evidence that the enforcement was an error. The Digital Services Act (EU) mandates that platforms provide accessible and effective appeal mechanisms. Appeal outcomes can take hours to weeks, and repeated unsuccessful appeals may limit future appeal options.
Related terms
Ad Rejection
The act of a platform declining to run an ad because it violates advertising policies or guidelines.
Account Disabled
When an ad platform permanently or temporarily shuts down an advertiser's account due to repeated or severe policy violations.
Policy Strike
A formal warning recorded against an ad account for policy violations, where accumulation leads to increasingly severe penalties.
Manual Review
Human review of ads by platform policy specialists, triggered by automated flags, appeals, or random sampling.