How to turn off Advantage+ creative enhancements (per ad, in bulk, and permanently)

Enhancements are stored per creative, most are on by default, and every new creative starts from a default: that is why they come back on duplicates and imports. Meta documents no account-wide off switch, only a checkbox for testing new features. Here are the four levels of control, and the only one that holds on every creative you create.

Adlio teamPublished 30 August 2026Updated 31 August 20268 min read

The short answer

Advantage+ creative enhancements are stored per creative. Meta switches most of them on by default, and every new creative starts from a default, including duplicates and imports. That is why you keep finding cropped images, recoloured product shots, added music and rewritten text on ads you swear you fixed last week.

There are four levels of control, from broadest to most reliable:

The account-level checkbox under Advertising settings: "Test new creative features". It is the only account-wide control Meta documents, and it governs test features, not the standard enhancements. Vendor guides that call Advertising Settings a master default go further than Meta does; do not rely on it.
Per ad, in Ads Manager. Works, takes about a minute per ad, and only affects that one creative.
Bulk edit in Ads Manager. Faster for cleaning up existing ads; check one afterwards, because not every toggle is always exposed.
Opt out at creation time through the Marketing API. The only method that is correct for every ad, every time, because the opt-out is written into the creative the moment it is created, independent of any default.

If you launch a handful of ads a month, levels 2 and 3 are fine. If you launch 20 or more a week, level 4 is the only one that does not depend on someone remembering.

What the enhancements actually do

Meta groups a dozen automatic edits under "Advantage+ creative". The names in the interface change now and then; these are the ones that exist at the time of writing, with the effect you see in the wild:

Enhancement	What Meta may do to your ad
Visual touch-ups	Crop, sharpen or otherwise adjust the image per placement
Text improvements	Rewrite or reorder your primary text, headline and description
Add overlays	Place price, promo or catalogue information on top of the image
Brightness and contrast	Change exposure and contrast of the image
Image animation	Turn a still image into a short motion clip
Generate backgrounds	Replace or extend the background with generated imagery
Expand image	Outpaint the image to fit a different aspect ratio
Enhance CTA	Change or add the call-to-action treatment
Translate text	Show translated copy to people who use another language
Profile end card (carousel)	Append a card with your Page profile at the end of a carousel
Dynamic description (carousel)	Auto-generate the description under each card
Music	Add a track from Meta's library to image or video ads
Relevant comments	Surface selected comments next to the ad

Some of these are harmless for some advertisers. The problem is not that they exist; it is that they are on by default on a creative you approved in a different form, and that reporting cannot tell you which version of your ad actually ran.

Why they come back

Three facts explain every "but I turned them off" ticket:

The setting lives on the creative. There is no documented account-wide default that changes it; changing ad A does nothing for ad B.
New creatives start from Meta's defaults, and for most enhancements the default is on ("Some enhancements may be turned on by default", Meta help). Guides from 2026 also note that catalogue ads have a separate control in catalogue settings, so one switch can be off while another is on.
Duplicating an ad creates a new creative. So does importing a spreadsheet, and so does any tool that creates ads without explicitly opting out.

So the question is never "how do I turn this off" but "how do I make sure it is off on every creative I will ever create".

Level 1: the account-level checkbox (what Meta actually documents)

Meta documents one account-level control for Advantage+ creative: in Advertising settings, under "Creating ads", a Creative features option with a checkbox "Test new creative features". Meta's scope sentence: "If you opt in to test new optimisations, Advantage+ creative enhancements and other creative features in testing may be applied to eligible campaigns." Jon Loomer described the same checkbox as applying to "fewer than 5% of your ad impressions", and noted in March 2025 that it had become greyed out for many accounts.

Untick it. Then understand what it is not: it is not a switch that turns the standard enhancements off for every new ad. Several 2026 vendor guides describe Business Settings > Advertising Settings as exactly that; we repeated the claim in an earlier version of this article and could not find a Meta source for it, so we withdrew it. Until Meta documents a general default, the controls that hold are the three below.

Level 2: turn them off per ad in Ads Manager

Open the ad (not the ad set) in Ads Manager and click Edit.
Scroll to the Ad creative section and look for Advantage+ creative (older interfaces call it Standard enhancements).
Click Edit next to it. You get a list of toggles, one per enhancement.
Switch off every toggle you do not want. Some accounts show an all-optimisations switch at the top of the list that turns everything off at once; if yours does not, go down the list.
Publish the change.

Cost: roughly 30 to 60 seconds per ad once you know where to click. Reliability: fine for that ad, zero carry-over to the next one.

Level 3: bulk edit in Ads Manager

Select several ads, open the dropdown next to Edit, choose Creative setup, and change the Advantage+ creative features for all of them at once. Two caveats at the time of writing:

Not every enhancement is exposed in the bulk editor. Toggles you cannot see are not being changed.
Bulk edit applies to existing ads only. The next batch you create starts from the defaults again.

Treat bulk edit as a cleanup tool, not as a prevention tool, and open one ad afterwards to confirm what actually changed.

Level 4: opt out at creation time through the Marketing API

When an ad creative is created through the Marketing API, it can carry a field called degrees_of_freedom_spec. Inside it, creative_features_spec lists each enhancement with an enroll_status of OPT_IN or OPT_OUT. Because the opt-out is part of the creative from the first millisecond, there is nothing to switch off afterwards and nothing that can flip back, whatever the account default says.

This is what a full opt-out looks like on an image creative:

{
  "degrees_of_freedom_spec": {
    "creative_features_spec": {
      "image_touchups":                { "enroll_status": "OPT_OUT" },
      "text_optimizations":            { "enroll_status": "OPT_OUT" },
      "image_templates":               { "enroll_status": "OPT_OUT" },
      "image_brightness_and_contrast": { "enroll_status": "OPT_OUT" },
      "image_animation":               { "enroll_status": "OPT_OUT" },
      "image_background_gen":          { "enroll_status": "OPT_OUT" },
      "image_uncrop":                  { "enroll_status": "OPT_OUT" },
      "enhance_cta":                   { "enroll_status": "OPT_OUT" },
      "text_translation":              { "enroll_status": "OPT_OUT" }
    }
  }
}

Carousels add two more keys: profile_card (the profile end card) and description_automation (dynamic descriptions). Video creatives use the common subset (touch-ups, text, CTA, translation).

Three things we learned by sending real payloads to the live API, which Meta's documentation does not make obvious:

Adlio sends an explicit OPT_OUT for every key the live API accepts: 69 at the time of writing. The 11 toggles above are the ones a user can deliberately switch on per account; the other 58 (including the umbrella key advantage_plus_creative, inline_comment, audio and the catalogue and placement keys) are always off because nobody opted into them. Every key was validated against a real account for image, video and carousel creatives on 31 August 2026; a key Meta rejects is never sent, because one unknown key fails the whole creative.
Two enhancements work differently, and we got this wrong at first. Relevant comments is controlled by the key inline_comment ("Default is opt-in", Meta reference); a key named relevant_comments is rejected. Music is not a creative_features_spec key at all: Meta implements it through asset_feed_spec.audios, and opting out means passing an empty list. Adlio sends both opt-outs on every creative since 31 August 2026 (verified live). Details in the music article and the API audit guide.
The umbrella key standard_enhancements is deprecated. Including it fails the whole creative (error subcode 3858504). You have to opt out per feature.

One more consequence worth knowing: because a single unknown key fails the entire creative, a tool that guesses at keys will one day break your launch. The list has to be verified against the live API, not copied from a blog post. Including this one: re-check the keys if you are reading this in 2027.

How Adlio handles it

Adlio is a bulk uploader for Meta ads, and turning enhancements off correctly on every ad is the reason it exists. The mechanics:

You set the enhancement toggles once per ad account, separately for images, videos and carousels. The default for every toggle is off.
On every launch, Adlio writes the matching creative_features_spec into each creative it creates. There is no step where a human has to remember.
Every creative carries an explicit OPT_OUT for all 69 keys the live API accepts plus an empty asset_feed_spec.audios (no music). Only keys verified against the live API are ever sent, so a renamed key can not fail a batch.
Every ad is created paused. You open the batch in Ads Manager, check the Advantage+ creative section on one or two ads, and set the batch live yourself.

If you already have a naming convention and UTM rules, those are applied in the same pass. See the naming convention guide and the pre-launch QA checklist.

How to verify, whichever method you used

In Ads Manager: open the ad, find Advantage+ creative, and confirm every line reads off. Do this on a freshly created ad, not on the one you edited by hand.
Through the API: GET /<creative_id>?fields=degrees_of_freedom_spec and confirm each key shows OPT_OUT.
After launch: preview the ad on Feeds, Stories and Reels. If the crop, colours or text match what you uploaded, the opt-out held.

The rule that saves the most money: never trust a default or the ad you edited; check the setting on the next ad you create. The per-enhancement guides in this cluster cover text improvements, expand image, overlays, music, visual touch-ups and brightness, the naming confusion around Advantage+ and what the evidence says.

For a batch created from a folder with the opt-out on every creative, see bulk upload Facebook ads with enhancements off.

Frequently asked questions

Is there an account-level setting to disable Advantage+ creative enhancements?+

Not one that Meta documents as a general off switch. Meta's help describes exactly one account-level control: under Advertising settings, a "Test new creative features" checkbox that governs whether "creative features in testing may be applied to eligible campaigns"; Jon Loomer described it as affecting fewer than 5 percent of impressions. Several vendor blogs describe Business Settings > Advertising Settings as a master default for all new ad sets, but we found no Meta source for that and Meta's own wording contradicts it. Treat the account level as a test opt-out, and control enhancements per ad, in bulk, or per creative through the API.

Why did my enhancements turn back on after duplicating an ad?+

Duplicating creates a new ad creative, and a new creative starts with Meta's defaults. The setting you changed lived on the old creative. Any workflow that creates ads (duplicate, import, or a tool) has to opt out again on every creative it makes.

Can every enhancement be turned off through the API?+

Every one the API knows about, but not all through the same parameter. Most enhancements are keys inside degrees_of_freedom_spec.creative_features_spec with enroll_status OPT_OUT; relevant comments is the key inline_comment; music is the exception and is switched off by passing asset_feed_spec.audios as an empty list. Adlio sends an explicit OPT_OUT for all 69 keys the live API accepted in our 31 August 2026 probe (image, video and carousel) plus the empty audios list, on every creative. Text generation has no documented key; it only produces variants if someone generates them in the interface.

How do I verify that an ad really has enhancements off?+

Open the ad in Ads Manager and look at the Advantage+ creative section: it should list every enhancement as off. If you have API access, request the creative with the field degrees_of_freedom_spec and check that each key shows enroll_status OPT_OUT. Adlio creates every ad paused, so you can do this check before a single euro is spent.

Sources

Adlio team

Built by media buyers who launch Meta ads in volume. Questions or corrections: support@adlio.ai.

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Advantage+ control

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How to turn off Advantage+ creative enhancements