How-to

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

Enhancements live on the creative, most are on by default, and every duplicate or import is a new creative, so they come back on ads you fixed last week. Meta documents no account-wide off switch: here are the four levels of control, and the one that holds on every ad you create.

Adlio teamPublished 30 August 2026Updated 24 October 20269 min read

The short answer

Advantage+ creative enhancements live on the creative, not on the account. Meta switches most of them on by default. Every new creative starts from that default, and a duplicate or an import is a new creative. That is why the cropped image, the recoloured product shot, the added music and the rewritten text keep coming back on ads you fixed last week.

You have 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. 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. Affects that one creative and nothing else.
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 holds on every ad, every time. The opt-out is written into the creative the moment it is created, whatever the default says.

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

If you came here looking for a tool that turns Advantage+ creative enhancements off automatically, for all the ads in an account: that is level 4. Meta documents no setting that switches the standard enhancements off for ads you have not created yet, and bulk edit only touches ads that already exist. A tool that creates your ads through the Marketing API can write the opt-out into every creative at the moment it is made. Adlio does that for every image, video and carousel ad it launches, with an explicit OPT_OUT on all 69 keys the live API accepts, and lands each ad paused so you can check the setting before it spends.

What the enhancements 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 what 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 ran.

Why they come back

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

The setting lives on the creative. Meta documents no 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. So does any tool that creates ads without opting out.

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

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

Meta documents one account-level control for Advantage+ creative. In Advertising settings, under "Creating ads", there is 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 know 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, could not find a Meta source for it, and withdrew it. Until Meta documents a general default, the controls that hold are the three below.

Level 2: per ad in Ads Manager

Open the ad (not the ad set) and click Edit.
Scroll to Ad creative and find Advantage+ creative (older interfaces call it Standard enhancements).
Click Edit next to it. You get one toggle 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: 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. A toggle you cannot see is not being changed.
Bulk edit applies to existing ads only. The next batch you create starts from the defaults again.

Treat bulk edit as cleanup, not prevention. Open one ad afterwards to confirm what changed.

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

An ad creative created through the Marketing API 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. 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. Meta's documentation does not make them 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 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, and again on 24 October 2026 on Graph v26.0 with the same result (69 accepted, 0 rejected). A key Meta rejects is never sent, because one unknown key fails the whole creative. The full list is an open dataset: all 69 Advantage+ keys, with the method, the three strings that look like keys but are not, and a JSON copy, free to reuse under CC BY 4.0.
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 has sent 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: because a single unknown key fails the entire creative, a tool that guesses at keys will one day break your launch. Verify the list against the live API. Do not copy it 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. 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. Every toggle defaults to off.
On every launch, Adlio writes the matching creative_features_spec into each creative it creates. No step depends on someone remembering.
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 cannot 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.

Your naming convention and UTM rules go 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 and 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.

Is there a tool that turns off Advantage+ creative enhancements automatically, for all ads?+

For ads that already exist, Ads Manager's bulk edit (select the ads, Edit, Creative setup) is the closest thing, and it only changes the toggles it exposes. For ads you have not created yet, Meta documents no account-wide default, so the only automatic route is a tool that creates the ads through the Marketing API and writes enroll_status OPT_OUT into every creative. Adlio is built around that: every image, video and carousel ad it launches carries an explicit OPT_OUT on all 69 keys the live API accepts plus an empty audios list, and lands paused.

Is Advantage+ lookalike the same thing as Advantage+ creative?+

No. Advantage+ lookalike is an audience setting on the ad set, "previously known as lookalike expansion": Meta's help says it "allows our system to reach a broader set of people than those you defined in your lookalike audience" and is "automatically enabled for new, duplicated and draft campaigns and ad sets using lookalike audiences". You control it in the Audience section of the ad set; in the Advantage+ audience flow Meta's instruction is to "select further limit your audience" and untick the "use as a suggestion" boxes. Nothing in degrees_of_freedom_spec touches it. This guide is about the creative enhancements only.

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

Keeping Meta's automatic creative enhancements off, on every ad, and proving it.

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How to turn off Advantage+ creative enhancements