How to fix "Approved Limited" and "Sensitive Content" policy status for ad assets?

“Approved Limited” and “Sensitive Content” are outcomes of the editorial review. For health‑related and injury‑related services, this is expected in many cases, but there are two concrete options: adjust the assets to better align with policy, or keep the current wording and request an exception so the assets can be re‑reviewed.

To work with these statuses for assets:

1. Identify exactly which assets are limited and why
   • In the left navigation, select Campaigns → Ads & extensions → Ads.
   • For Multimedia/Responsive/Native ads, in the Assets column choose View asset details.
   • Review the Policy status column to see which assets show Approved limited – Sensitive Content and any additional notes.
   • If needed, filter to only affected assets:
     • Under Ads & extensions → Ads, select View asset details under an ad.
     • Choose Add Filter → Policy Status → check Disapproved or Approved (limited) → Apply.
2. Option A – Edit assets to reduce policy impact
   • From the asset grid at ad group or ad level, select a limited asset.
   • Select Edit and adjust the text so it more clearly focuses on services (case management, coordination, support) and avoids language that could be interpreted as:
     • Making medical claims or guarantees of outcomes.
     • Exploiting fear, trauma, or distress.
   • Save the changes; the updated asset is automatically resubmitted for editorial review.
3. Option B – Request an exception (appeal) for assets If the current wording is necessary and compliant with policy for your jurisdiction, submit an exception request so the assets can be manually re‑evaluated. To appeal individual assets:
   1. Go to Campaigns → select the relevant campaign → Assets.
   2. Either:
      • Hover over the Policy status for an asset and select Request an exception for this asset, or
      • Select the checkbox next to the asset → Edit → Request exception → choose Selected asset(s).
   3. In Tell us your reason for requesting an exception, explain clearly that:
      • The service is socio‑medico‑legal case management for brain‑injured individuals and families in the UK.
      • The wording does not make medical efficacy claims and is informational/support‑oriented.
   4. Select Request an exception.
   To appeal all disapproved/limited assets in an ad or ad group:
   • For an ad: Campaigns → Ads & extensions → Ads → View asset details under the ad → hover over Policy status → Request an exception for all assets in this ad.
   • For an ad group: Campaigns → Ad groups → hover over Policy status for the ad group → Request an exception for all assets in this ad group.
4. If many ads are affected across the account
   • From the left navigation, go to Campaigns → Ads & extensions.
   • Use Add filter → Attributes → Delivery to show only ads with limited/disapproved delivery.
   • Select all affected ads → Edit → Request exception to submit a bulk exception (up to 5,000 ads).
5. If an exception is denied
   • The status may change to Disapproved, exception denied. In that case, adjust the asset text to better fit policy and save it so it goes through a new review.
   • If the status does not update after edits and review, contact Support for further review.

This combination of (1) tightening language to avoid implied medical claims or sensationalism and (2) using the built‑in exception workflow is the supported way to handle “Approved Limited – Sensitive Content” for health and welfare services.

References:

• Fix a disapproved or approved limited status
• How do I challenge a disapproval?