How do I turn off Advantage+ creative enhancements?
There is no longer a single master switch. Since Marketing API v22.0, each enhancement is its own opt-in or opt-out entry inside the ad creative's creative_features_spec, so you disable them per feature, per creative. In Ads Manager you toggle them individually under the creative's optimisation options; through the API you set each feature's enroll_status to OPT_OUT.
Last updated 2026-08-11
Why the single toggle disappeared
Meta retired the bundled Standard Enhancements flag in early 2025. Enhancements now live as individual keyed entries in creative_features_spec, usually wrapped by degrees_of_freedom_spec on the creative. This matters operationally because the set of features is not fixed: Meta adds new enhancement types over time, and a new feature you have never heard of can default to on. An allow-list approach, where you explicitly opt out of every known feature rather than assuming defaults, is the only posture that survives Meta shipping something new. Tools that hardcoded the old bundled flag silently stopped controlling anything when it was retired, which is exactly the failure mode to design against.
Turning them off in Ads Manager, step by step
At the ad level, open the creative section and look for the Advantage+ creative or optimisation options area, then expand it to see the individual features with their toggles or edit links. Each one (visual touch-ups, text improvements, and so on) is switched off separately, and the set you see can differ by format: video creatives expose different features than statics, and carousels different again. Two gotchas: the toggles reset to defaults when you build a fresh creative rather than duplicating one, and the interface labels shift as Meta renames features, so check the section every time rather than trusting muscle memory from last quarter.
Opting out reliably at scale
Setting an opt-out is not the same as confirming Meta honoured it: ineligible features are stripped from the spec automatically, so what you sent and what applies can differ, and the API does not warn you when it drops an entry. The only reliable pattern is write then read: send the opt-outs, then fetch the creative back from Meta and diff what was stored against what you intended. Volume Creatives opts out of every eligible feature on every launched ad and then reads the creative back, so you see what was actually applied rather than assuming. If you are doing this yourself against the API, build that verification step; it is the difference between a preference and a guarantee.
What the enhancements actually change
Image touch-ups, brightness and contrast adjustments, text improvements, uncrop and auto-crop, music, catalog-style additions, and auto-generated variations. For brands with strict creative guidelines, the auto-crop and text rewrites are usually the objectionable ones because they alter approved artwork and approved copy: a legal-reviewed claim can be rephrased, and a composed frame can be cropped to something the designer never signed off. The subtler problem is measurement: if Meta is varying the creative per impression, your creative test is no longer testing the creative you think it is, and a winning ad's performance may partly belong to an enhancement you cannot reproduce.
When leaving them on is the right call
Enhancements exist because on many accounts some of them help, and the honest position is that this is testable rather than ideological. Direct-response advertisers with loose brand constraints often keep music and some visual adjustments on and see neutral-to-positive results. The cases for opting out are specific: regulated categories where copy is compliance-reviewed, brands whose visual identity is the product, and any structured creative test where you need the served ad to match the built ad. A reasonable middle path is to run enhancements on in broad evergreen campaigns and off in tests, as long as you keep track of which is which.
How to check what is running right now
For an existing account, do not audit from memory. Pull each active ad's creative and inspect its enhancement entries, or in Ads Manager open each ad's creative section and read the current toggle states. Accounts that have been running for a year or more almost always contain a mix: ads created under the old bundled flag, ads created after the split with defaults applied, and ads someone manually configured. Bring them to a single deliberate policy and note the date, because performance shifts around that change are worth being able to explain later.
Turning every enhancement off is not automatically the right call. Some of them measurably help on some accounts. The point is that it should be your decision, verified, rather than a default applied silently.