In short: An advertorial is commonly rejected for claims it cannot support (superlatives, guarantees, medical promises), pressure tactics, attacks on competitors, fake reviews, images without rights, or text that reads like a brochure. Most rejections are avoidable: state facts, show sources, mark the commercial nature clearly and check images before sending.
How an editor reads an advertorial
When an advertorial is rejected, it feels arbitrary to the person who wrote it. From the editor’s side it rarely is. An editor reading a sponsored text asks three quick questions: Is this honest? Is it useful to our readers? Can we publish it without legal, reputational or technical trouble? Many rejections come from a “no” to one of those.
The twelve reasons below follow the list of forms that Succes Grup does not publish, together with editorial grounds that publishers commonly apply (the agency publishes SEO advertorials under those rules). They are written from the advertiser’s point of view, so that you can fix problems before you submit. Other publishers have their own policies, so treat this as a guide to the principles, not as a universal rulebook. Nothing here is legal advice; when a claim could be regulated, ask a qualified professional.
You can also run your own text through the advertorial compliance checker before sending it. It flags common risky phrasing, but it cannot replace an editor’s judgement or a lawyer’s.
Group 1: claims you cannot support
1. Superlatives without evidence
“The best in Romania”, “number one”, “the leading provider”: editors know these phrases are usually unprovable. Publishers decline them when there is no evidence. If you do have an objective basis, such as a named ranking with its date and publisher, say precisely what it shows and cite it. Otherwise, describe what you do.
Instead of: “We are the best accountancy firm in the city.”
Try: “Our firm has prepared accounts for small businesses since 2012 and works with the most common software platforms.”
2. Guarantees and promised results
“Guaranteed results”, “you will lose weight”, “double your sales”: a promise about the future makes you responsible for something outside your control. Editors reject it, especially if consumers could be misled. Describe the process, the conditions and what is not included, and let readers judge.
3. False urgency
“Last chance”, “only three places left”, “offer ends tonight” are rejected when they are invented or cannot be verified. If a deadline is real, state the actual dates and conditions plainly, without pressure language.
4. Medical or health claims
Statements that a product treats, cures or prevents a condition are rejected, and they are restricted by consumer and advertising rules. This applies in particular to supplements and cosmetics, where the agency’s rules do not allow claims of treating or curing. Prescription medicines cannot be promoted at all. If your sector is health, our article on advertorials for clinics and medical practices explains what you can and cannot write.
Group 2: honesty about what the text is
5. A paid “independent” news item
A sponsored text presented as impartial journalism is hidden advertising. Publishers reject “independent news” that was paid for, and the law on advertising is concerned with advertising that is not recognisable as such. We explain the general principle, with a caution against reading it as advice, in Law 148/2000 and online advertising. In practice: write as an advertiser, in your own voice, and follow the publisher’s practice for labelling sponsored content.
6. Fake or unverifiable reviews
Invented testimonials, reviews attributed to people who do not exist, or “independent” reviews that were paid for are rejected. If you quote a customer, you need their consent and the quotation must be genuine. Where you cite a rating, say where it comes from.
7. Attacks on competitors
Naming a competitor to belittle it invites complaints and, in some circumstances, legal trouble. Editors reject texts that disparage named rivals. Compare yourself against criteria readers can check, such as features and conditions, and leave names out unless you can prove each statement.
Group 3: images
8. Pictures of people without their consent
A recognisable person in a photo needs to have agreed to its use in this context. Images of persons without consent are on the list of forms that are rejected. This includes staff, customers and passers-by. If you do not have written consent, choose a different image.
9. Images without a licence
The picture must be yours, licensed, or free to use, with the source stated. Images taken from search results or from other websites are not free. The format requirement is practical: a landscape JPG or PNG. Our guide to images for advertorials covers licences, formats and alt text.
Group 4: editorial quality
10. A brochure instead of an article
A text that is nothing but a list of features, repeated company name and exclamation marks fails the “useful to our readers” test. The sponsored article should help a reader do something or understand something, with the commercial purpose clear but not overwhelming. Ask whether someone who never buys from you would still find it informative. If not, rework it. Our guide to writing an effective advertorial shows what a useful structure looks like.
11. Copied or recycled text
Text lifted from your own site, a manufacturer’s datasheet or another publication is a problem for two reasons: duplicate content brings little benefit in search, and copying others’ words raises rights questions. Editors may check. Write fresh text for each placement, or if you must reuse facts, express them in new words.
12. Too many or irrelevant links
A text stuffed with links to unrelated pages looks like a link vehicle rather than an article. Links should help the reader and sit in relevant context. See how many links to put in an advertorial for sensible limits.
A hypothetical paragraph, before and after
To see how several of these problems appear together, here is an invented paragraph for a fictional pest-control company, and a revised version. Neither is a real client text.
Before: “We are the number one pest-control firm in the country and guarantee that your home will be insect-free in 24 working hours. Call now: only five slots left today! Unlike Brand X, who use dangerous chemicals, our products are completely safe for children.”
After: “Our technicians inspect the property, identify the species and recommend a treatment plan. Most visits cover a single treatment, and we explain which products are used and what precautions apply to children and pets. Appointments are available on weekdays; see the booking page for current dates.”
The first version contains a superlative, a guarantee, false urgency, an attack on a named competitor and an absolute safety claim, five separate grounds for refusal in three short sentences. The second version says what happens, leaves out promises and points to a page for details. It is also more convincing, which is the point: the discipline that editors enforce often makes the text better.
Practical reasons that are not about content
Not every refusal is about claims. Some texts are sent back for reasons that have nothing to do with truth or tone. These do not count among the twelve above, but they cost time all the same.
- Wrong file format or structure. At Succes Grup, an article arrives as a Word (.docx) file, one file per article, with the links already placed on the anchors. Pasted text in an email, several articles in one file or links listed separately slow everything down.
- Image problems. A portrait image where a landscape one is needed, a tiny file, or no statement of source.
- Anchors that do not fit. A link on a phrase that makes no sense in the sentence reads as forced. See anchor text in advertorials for what natural anchors look like.
- Missing material. No image, no company details or no confirmation of the facts. Publication times run from the moment conforming materials are received, so an incomplete package does not start the clock.
- Titles that mislead. A headline promising something the text does not deliver. For a sound approach see advertorial headlines that pass editors and Google.
Subjects refused before the text is read
Sometimes the issue is not the wording but the topic. Under Succes Grup’s rules, illegal or immoral activities and political content are not published. Some categories are prohibited outright: prescription medicines, drugs, weapons, and tobacco and e-cigarettes, as well as disguised or subliminal advertising. Others are accepted with limits:
| Category | Typical restriction |
|---|---|
| Gambling | Only operators licensed by ONJN; no promotion of bonuses; mandatory warnings included |
| Supplements and cosmetics | No claims of treating or curing (consumer-protection and audiovisual regulators have rules) |
| Alcohol | No messages aimed at minors |
| Financial services | Clear risk statements and the annual effective rate (DAE) where relevant; no promises of getting rich |
The full list is on the publishing rules page. Different publishers vary; always read the rules of the one you plan to use.
A checklist before you submit
- Read every sentence and ask: can I prove this? If not, rewrite or remove it.
- Search for words like best, number one, guaranteed, only, last, cure.
- Check every named competitor and every comparison.
- Confirm that quotations and reviews are genuine and that you have permission.
- Verify image rights and consent for each person shown. State the source.
- Count the links, and check that each one belongs in its place.
- Check that the text is original and useful on its own.
- Confirm the format the publisher expects. Succes Grup asks for a Word (.docx) file per article, with the links inserted on the anchors.
- Check the sector rules if your subject is in a restricted category.
If you work with a writer, put the restrictions in the brief from the start. The article what to tell your copywriter includes a section on restrictions that saves rewrites.
What to do if your text is rejected
- Ask for the specific reason. “Not suitable” is not actionable; “unsupported superlative in the third paragraph” is.
- Separate wording from subject. Wording can be fixed; a prohibited subject cannot.
- Fix the cause, not just the sentence. If one superlative was flagged, look for others of the same kind.
- Keep your evidence. If you did have proof for a claim, supply it with the resubmission.
- Do not argue with the policy. It exists to protect readers and the publisher; accept it or choose another route.
A rejection is also information. If it recurs on the same issue, adjust the way your team writes.
Next step
Take the last advertorial you wrote and mark each sentence in one of three colours: fact you can prove, opinion presented as such, and claim you cannot support. The third colour is what an editor will see first. Remove it or replace it with something checkable.
If you prefer to have your text checked against these rules before publication, our advertorial publishing service works from conforming materials and publishes within 24 working hours on working days. Two related reads will help: the plain-language guide to Romanian advertising law, and how to help Google find a new article once it is live.
Frequently asked questions
What is the most common reason an advertorial is rejected?
Claims the author cannot prove, such as “the best in the country”, “number one” or guaranteed results, are among the most common reasons. Editors treat them as promotional and potentially misleading. Replace them with specific, verifiable facts about what you offer, and where a comparison is needed, support it with a named source.
Can a rejected advertorial be corrected and resubmitted?
Usually yes. If the problem is wording, such as a superlative or a pressure phrase, it can be rewritten. If the problem is the subject itself, for example a prohibited product category, no rewrite will help. Ask the publisher what exactly was wrong so that you can fix the right thing.
Does a publisher check my claims?
It depends on the publisher, but you should assume that responsibility for the content lies with the advertiser. Editors look for obvious red flags and may ask for evidence. Keep documents that support your claims, such as certificates, studies or terms, and be ready to share them.
Are the rules the same on every site?
No. Each publisher sets its own policy within the law. The twelve points here follow the list of rejected forms in the Succes Grup publishing rules, plus editorial grounds that publishers commonly apply. Similar principles appear widely. Always check the rules of the specific site before you write.
Does this article give legal advice?
No. It describes editorial practice and general good sense. Legal rules on advertising, health claims and consumer protection can be complex and change. If you are unsure whether a claim is permitted, consult a qualified lawyer, particularly in regulated sectors like health, finance and gambling.