Meta has introduced a new feature in its Ads Manager called “Restricted Words,” allowing advertisers to block specific words or phrases from appearing in AI-generated ad copy. This tool is part of Meta’s Advantage+ creative suite and is designed to give marketers more control over brand tone and messaging consistency when using AI to generate text.
With this update, advertisers can input a list of terms they want the AI to avoid—such as overused marketing buzzwords or language that doesn’t fit their brand voice. For example, some users may want to exclude words like “unlock,” “cheap,” or “click here” to maintain a more polished or premium feel in their ads. Once set, Meta’s AI will automatically filter out these words during the copy generation process.
The feature addresses growing concerns around generative AI creating content that feels generic or misaligned with brand identity. It also fits into Meta’s broader vision of streamlining ad creation with AI—from generating creatives to eventually building entire campaigns from minimal input.
Overall, the “Restricted Words” feature gives advertisers an added layer of customization and control in an increasingly automated ad landscape. It empowers brands to ensure AI-generated content better reflects their voice while benefiting from the efficiency of Meta’s Advantage+ system.
Meta describes the feature as a way for advertisers to list specific words or phrases they want to avoid, and those terms will be automatically left out of the AI-generated text created through Advantage+ Creative.
This update marks another step in Meta’s ongoing efforts to give advertisers more control over branding within its AI-powered ad tools. In addition to text customization, Meta now offers custom branding settings to help ensure visual consistency in AI-generated creatives.
It also moves Meta closer to its larger goal of a fully automated, AI-driven ad creation system—one that could eventually generate entire campaigns from just a single URL. In this envisioned setup, Meta’s AI would handle everything from visuals to copy.
However, even as automation advances, maintaining some level of manual oversight will still be important. Features like restricted words and branding controls act as important guardrails, helping advertisers keep their messaging aligned with their brand identity while still benefiting from AI efficiency.
