Universal creative guidelines, best practices, and policy
Universal creative guidelines
These are our core creative guidelines that apply across all formats. We've put these guidelines 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
Keep within character limits
There are no exceptions to the character limits. All limits include spaces.
Use full words
Always spell out words rather than using colloquial abbreviations, e.g. 'are you' rather than 'r u'.
Use disclaimers properly
When a disclaimer is necessary, it must be present in both Dispatch and On-Trip, but can be omitted from En-Route.
State offers clearly
Keep promotions simple and include material 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). Alternatively, you can tease your offer and make the terms available with one click (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 CTA.
All caps
No all-caps unless in brand or trademarked product names.
Co-branding
Don't use language that implies an ad is co-branded with Uber, unless it is part of a pre-approved collaboration, e.g. 'Your night starts with [Brand] x Uber'. This extends 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 permitted when used for terms or translation.
- Some idioms use special 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? Contact 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 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.
Make sure any embedded text is legible
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 jarring 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 repeat the same images in a carousel or across multiple cards. Repeating the same copy across cards is OK.
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 text and CTAs. E.g. 'Get customers' rather than 'Get Customers' and 'Shop now' rather than 'Shop Now'.
Utilise storytelling
Visual portions 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 way; 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 deployed contextually as part of a unified creative whole.
• Shop now
• Buy now
• Order now
• Find out more
• Get tickets
• View trailer
Visual
Consistency
Make sure ads create a consistent experience for users across all surfaces.
Repurposed assets
Avoid repurposing assets built for other formats and platforms. Force-fitting assets from other placements may result in poor quality and performance, while format-native creative usually delivers the strongest outcomes.
Relatable content
Show content that is personally relatable to your audience. The most effective ads on Uber are the ones that leverage the unique ability to meet consumers in moments that matter with contextually relevant creativity.