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 colloquial abbreviations, e.g. “are you” rather than “ r u”.
Use disclaimers appropriately
When a disclaimer is necessary it must be present in both Dispatch and On-Trip, but can be omitted from En-Route.
Clearly display 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 cannot contain any URLs or links, including CTAs.
All caps
No all-caps unless in brand or trademarked product names.
Co-branding
Don’t use language that suggests an ad is co-branded with Uber, unless it’s part of a pre-approved collaboration, e.g. “Your night starts with [Brand] x Uber”. This also applies to images featuring the Uber logo or promo codes that include “Uber”.
Punctuation in CTAs
CTAs cannot contain 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 cannot be accommodated (with the exception of Homepage Billboards )
No special characters
with the following exceptions:
- +, =, &, () and units of measurement and currencies (%, $, €, etc. )
- No hashtags. Both # and n° may be used to mean “number”
- ®, ©, ™ for brand or product names
- Grammatically correct punctuation and accent marks / diacritics. (No excessive punctuation such as !!! $$$ etc)
- *(asterisk) is allowed when used for terms or translation
- Some idioms use characters to separate sentences (e.g. Taiwan, Japan). In such cases these special characters are permitted.
- Does your brand require a special character not listed here as part of a brand or product name? Reach out to your Uber representative 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 may be covered by text not exceeding 52 characters.
Ensure any embedded text is readable
For all embedded text, including disclaimers, X-height should be a minimum of 10 px.
Visual don’ts
Non-functional buttons
Don’t include non-functional buttons in imagery. No badges, QR codes, or additional CTAs.
Alarming or unsettling imagery
Don’t use imagery that is alarming, jarring, or contains controversial or difficult themes. See Global Content Policy for details.
Embedded text
Don’t use images that are entirely text. No more than 20% may be covered by text not exceeding 52 characters.
Repetitive images
Don’t use the same images more than once in a carousel or across multiple cards. Repeating the same copy across cards is fine.
Best practices
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 high-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 contain 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 manner, keep promotions simple and easy to understand.
Use CTAs effectively
Not all CTAs perform equally. To encourage the most engagement, use CTAs that are relevant, recognisable, and that give the viewer a clear idea of where they will be taken when they tap. Unique, more creative CTAs can also be highly effective when used contextually as part of a unified creative whole.
• Shop now
• Buy now
• Order now
• Find out more
• Get tickets
• View trailer
Visual
Consistency
Ensure ads create a consistent experience for users across all surfaces.
Repurposed assets
Avoid reusing assets created for other formats and platforms. Forcing assets from other placements to fit may lead to poor quality and performance, whereas creative designed specifically for the format usually delivers the best results.
Relatable content
Show content that personally resonates with your audience. The most effective ads on Uber are those that make use of the unique ability to reach consumers at moments that matter, with contextually relevant creative.