Sponsored Brand Creative Requirements

Sponsored Brand ads combine multiple creative elements, such as images or video, along with product selection and messaging. Each element must meet DoorDash requirements to be approved and eligible to run.

All ads go through a moderation process. Some requirements are validated automatically in Ads Manager, while others are reviewed manually. If your creative doesn't meet these requirements, your campaign may be rejected.

All ads must also meet DoorDash Ads and Promotions Policies.

Brand logo

Your logo appears on your video ad creative. 

• Ensure your logo is properly formatted by maintaining a minimum 24-pixel margin (red zone) around it to prevent cutoff. 

• A light gray border will be automatically added, so keep backgrounds simple and clean.

• Don't replace the logo with other imagery, as only the official logo should be used.

Display

In-Feed Ads

Landing Page

Video

In-Feed Ads

Landing Page

Ad Specs

Brand Logo

Display

Video

Sponsored Brand content best practices

Text

• Promotional language

  • If you'd like to launch a campaign that features promotional language in your creative or copy, please reach out to your sales team to ensure successful campaign moderation. For more details, reference the FAQs section at the bottom of this article.

  • If you’re running a promotion, include only eligible SKUs and target retailers where the offer is available. Campaigns may be rejected during moderation if they don't meet this criteria.

• Title and description copy

  • The title should be 28 characters max, and the description should be 90 characters max. The description shouldn’t be the same as the title.

  • Use sentence case for capitalization. Capitalize the first word of the title or heading, the first word of any subheading following a colon, and all proper nouns (such as names of people, places, and organizations); keep all other words in lowercase.

  • Always use correct spelling and grammar. Don't include URLs, phone numbers, and SMS codes.

Images

• Show rather than tell: Highlight your brand and product with its unique attributes or brand story, or show how it can be used. Visuals are often most effective.

• Text: Less than 20% of your image should include text.

• Logos not allowed: Logos are not permitted in display assets unless the campaign is co-branded and features more than one brand. Logos appearing on product packaging are accepted.

• Use minimal text overlay: Text overlay on images should not exceed 40 characters and should be a minimum of 10 pixels. (Does not apply to legal disclaimers.)

• Multi-brand inclusion: If your campaign features more than one brand, make sure the creative represents all brands rather than highlighting just one.

• Avoid:

  • Blank/all-black/all-white backgrounds

  • Poor image quality: unclear, blurry, low resolution, incorrectly oriented, cluttered, or confusing

  • Manipulated or composite imagery: excessive digital alterations (e.g., Photoshop edits) and collaged or patchworked images made from multiple disjointed elements

  • Improper formatting: pillarboxing or letterboxing, including stylized or patterned

  • Misleading or prohibited elements: badges, buttons, logos, platform-mimicking elements (e.g., DoorDash, TikTok, Instagram, Facebook), interactive UI elements implying unavailable functionality, and QR codes

Video

• Use only one logo: Logos are permitted throughout the video and as part of the end-frame. Avoid placing your logo in the first few seconds of video. (This does not apply to logos included in product packaging.)

• Natural movement: Ensure animations or movements are distinct and don’t look like static ads

• Visual storytelling: Make sure video is understandable, even without sound or captions. Show product benefits or usage in a logical, concise narrative (e.g., before/after, step-by-step use, delivery journey).

• Minimal text overlay: Text overlay on images should not exceed 40 characters and should be a minimum of 10 pixels. (Does not apply to legal disclaimers.)

• Branded end frame: Reserve the last 3–4 seconds of video for a branded end frame with logo, CTA, and/or concise message.

• Multi-brand inclusion: If your campaign features more than one brand, make sure the creative represents all brands rather than highlighting just one.

• Avoid:

  • Videos that begin with blank, all-black, or all-white screens

  • Direct-to-Camera TV ad style: videos with actors speaking directly to the camera feel out of place in commerce-focused placements.

  • Jarring or disruptive visual effects, such as spinning, strobing, blinking, pulsating, flashing, or high-contrast transitions.

  • Slideshows or captions

Product

• Use tight product close-ups or hero shots where the product occupies at least 50% of the frame and is the unmistakable focal point

• Include at least three products in a campaign. Include at least four products in the Desktop view.

• Ensure that products are in the same category if you'd like them to appear on category pages

Co-branding

• Ads that include products, brands, retailers, or restaurants not directly advertised by the same company must not be included unless expressly authorized by the other included advertisers. This must go through DoorDash Managed Service. Please contact your account team to learn more.

Third-Party IP - Required Authorization Process

• For any Sponsored Brands campaign that features third-party intellectual property (IP), DoorDash requires written confirmation from the advertising brand prior to launch. This confirmation must come directly from the advertiser (not the IP holder) and clearly state that the brand has secured the appropriate rights and licenses to use the IP in connection with their DoorDash campaign.

• This requirement applies to all third-party IP, including but not limited to entertainment franchises, licensed characters, co-branded partnerships, and trademarked properties.

• Please contact your account team to obtain the authorization form. 

Seasonality

• References to holidays, tentpole events, or seasonal moments are only permitted if the campaign is scheduled to run within a reasonable time frame before and after the event.

Alcohol and Non-Alcohol brands

All marketing or creative (e.g., TV, out of home, social, etc.) that includes alcoholic or non-alcoholic drinks must include the required legal disclaimers.

• US

  • In the US, any marketing (e.g., TV, out of home, social, etc.) must include one of the following legal disclaimers in the creative:

    • Must be 21+. Please drink [or enjoy] responsibly.

  • Non-Alcoholic drinks require the legal disclaimer: Must be 21+

• Canada: Alberta, Manitoba, and Quebec

  • In Alberta, Manitoba, or Quebec provinces in Canada, any marketing that contains alcohol (e.g., TV, out of home, social, etc.) must include one of the following legal disclaimers in the creative:

    • Alcohol delivery and sales are permitted in certain provinces and only to people 18+. Please drink [or enjoy] responsibly.

    • Must be 18+ to order alcohol. Drink responsibly. Alcohol available only in select markets.

    • Must be 18+. Please drink [or enjoy] responsibly.

  • Non-Alcoholic drinks require the legal disclaimer: Must be 18+

• Canada: All other provinces and territories

  • In Canada (all provinces and territories except Alberta, Manitoba, and Quebec), any marketing that contains alcohol (e.g., TV, out of home, social, etc.) must include one of the following legal disclaimers in the creative:

    • Alcohol delivery and sales are permitted in certain provinces and only to people 19+. Please drink [or enjoy] responsibly.

    • Must be 19+ to order alcohol. Drink responsibly. Alcohol available only in select markets.

    • Must be 19+. Please drink [or enjoy] responsibly.

  • Non-Alcoholic drinks require the legal disclaimer: Must be 19+

• Australia

  • Disclaimer is required to include "Must be 18+. Drink responsibly"

• Hemp

  • Any marketing that contains Hemp (e.g., TV, OOH, Social, etc.) must include the following legal disclaimer: Hemp-derived. Age-restricted. Please consume responsibly.

Getting your ad approved

After you submit a Sponsored Brands campaign, it's reviewed for compliance with DoorDash Ads and Promotions policies.

• Self-serve advertisers receive an approval or rejection email within three days

• Managed service advertisers receive updates from their account team

If your ad is rejected:

1. Review feedback provided

2. Update the creative or settings

3. Resubmit for approval

If you need additional support, contact your DoorDash Ads Account Executive or DoorDash Ads support.

What to do next

• Create a Sponsored Brands campaign

• Learn how to optimize your Sponsored brand campaign