Universal creative guidelines, best practices, and policy
Universal creative guidelines
These are our core creative guidelines that apply across all formats. These guidelines are in place to ensure an immersive, cohesive, high-quality user experience by balancing technical requirements with visual and stylistic consistency. All creative must adhere to these standards and failure to do so will result in ads being rejected.
Copy dos
Stay within character limits
There are no exceptions to the character limits. All limits include spaces.
Use full words
Always spells out words rather than using informal abbreviations, e.g. “are you” rather than “ r u”.
Use disclaimers correctly
When a disclaimer is needed, it must appear in both Dispatch and On-Trip, but can be left out of En-Route.
Clearly show offers
Keep promotions straightforward and include key terms and conditions with a clear $ or % amount, as well as the validity period (Get xx% off your next BRAND order. Expires xx/xx/xx). Or, you can tease your offer and the terms can be just one click away (Get $10 off. Tap for details).
Copy don’ts
Emojis and font styles
No emojis or font styles/weights (italic, bold, monoscript, etc).
URLs / Links
Copy can’t include any URLs or links, including CTAs.
All-caps
No all-caps unless it’s a brand or trademarked product name.
Co-branding
Don’t use language that suggests an ad is co-branded with Uber, unless it’s part of a pre-approved collaboration, for example, “Your night starts with [Brand] x Uber”. This also applies to images showing the Uber logo or promo codes that include “Uber”.
Punctuation in CTAs
CTAs can’t include any special characters, including punctuation marks, e.g. “Buy now!” or “Ready for more?” The only exceptions are $ and % when referring to offers.
Line breaks
Line breaks can't be accommodated (except for Homepage Billboards )
No special characters
with the following exceptions:
- +, =, &, () and units of measurement and currencies (%, $, €, etc. )
- No hashtags. Both # and n° can be used to mean “number”
- ®, ©, ™ for brand or product names
- Grammatically correct punctuation and accent marks / diacritics. (No excessive punctuation like !!! $$$ etc)
- *(asterisk) is allowed when used for terms or translation
- Some idioms use characters to separate sentences (e.g. Taiwan, Japan). In these cases, these special characters are permitted.
- Does your brand need a special character not listed here as part of a brand or product name? Get in touch with your Uber rep to see if it can be included. For example, the “N°” in “Perfume N°5” was allowed after review.
Visual do's
Advertiser or brand logo
The advertiser or brand logo must always be present (or clearly visible on the product) in all creatives, frames, and swipe cards – even if the company name is written in the ad copy.
Keep embedded text to a minimum
No more than 20% of an image can be covered by text, with a maximum of 52 characters.
Make sure any embedded text is easy to read
For all embedded text, including disclaimers, X-height should be at least 10 px.
Visual don'ts
Non-functional buttons
Don’t include non-functional buttons in imagery. No badges, QR codes, or extra CTAs.
Alarming or confronting imagery
Don’t use images that are alarming, jarring, or contain controversial or difficult themes. See the Global Content Policy for details.
Embedded text
Don’t use images that are all text. No more than 20% can be covered by text, and it shouldn’t exceed 52 characters.
Repetitive images
Don’t use the same images more than once in a carousel or across multiple cards. It’s fine to repeat the same copy across cards.
Best practice
These are our core creative best practices which apply across all formats. While not strictly necessary, we recommend understanding and incorporating these practices for consistent and quality creative.
Copy
Sentence case
Use sentence case wherever possible for headlines, body, and CTA. E.g. “Go get customers” rather than “Go Get Customers” and “Shop now” rather than “Shop Now”.
Use storytelling
The visual parts of the ad will have minimal text, so it’s up to the ad copy to tell your brand’s story.
Tone
Speak to our shared audience in a friendly way, keep promotions simple and easy to understand.
Use CTAs effectively
Not all CTAs perform the same. To drive the most engagement, use CTAs that are relevant, easy to recognise, and give the viewer a clear idea of where they'll go when they tap. Unique, more creative CTAs can also be very effective when used in context as part of a cohesive creative approach.
• Shop now
• Buy now
• Order now
• Learn more
• Get tickets
• View trailer
Visual
Consistency
Ensure ads create a consistent experience for users across all surfaces.
Repurposed assets
Avoid reusing assets designed for other formats and platforms. Trying to squeeze in assets from other placements can lead to poor quality and performance, whereas creative made specifically for the format usually delivers the best results.
Relatable content
Show content that your audience can personally relate to. The most effective ads on Uber are those that make the most of the unique opportunity to reach consumers at key moments with creative that's relevant to the context.
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