How to Turn Off Advantage+ Creative Enhancements in Meta Ads

How to turn off Meta Advantage plus creative enhancements comes down to two screens in Ads Manager: the Enhancements section of the ad creative and the Advantage+ creative tab inside Advanced preview. You need both, because Meta says some enhancements can only be switched off in the second. Our position: for a brand with fixed colors, approved copy or regulated claims, every enhancement that generates pixels or rewrites text should start switched off and return only after someone has seen its preview.

Where the switches are for one ad

How to turn off Advantage+ creative enhancements in Meta Ads Manager differs slightly between a draft and a published ad, and the Meta Business Help Center covers both.

1. On a new ad, click Set up creative in Ad creative and continue to Enhancements. Turn off what you do not want and click Done.
2. In the Ad preview, click Expand to open Advanced preview. On the Advantage+ creative tab, turn off anything still on, then Save.
3. On a published ad, tick it on the Ads tab and click Edit. The Advantage+ creative section shows the number of enhancements turned on. Click Edit there, switch them off, repeat step 2, then Publish.

Meta's note on that page explains why one screen is never enough: "Some enhancements can only be turned off in Advanced preview, and won’t be visible in the Ad creative. To review the status of all enhancements, check both sections."

When you want everything off, a second page from Meta, about the optimize text per person feature, gives the short route: on the Advantage+ creative tab of Advanced preview, toggle off All optimizations and click Save. On drafts, a Review defaults link next to advanced preview lists the creative features that are on by default, per Meta. Features you opted into by hand are left off that list.

Visual touch-ups in particular

To turn off visual touch-ups in Meta Ads Manager, switch off the Visual touch-ups enhancement on the Advantage+ creative tab of Advanced preview, where Meta's optimize text per person page lists it among the image ad enhancements. The About Advantage+ creative page in the Meta Business Help Center defines it: "Visual touch-ups is a generative AI feature that automatically crops and expands your chosen media to fit more placements." Expanding an image generates new pixels, so we switch it off and upload a crop for each placement.

Every enhancement, what it changes and our call

The Meta Ads Advantage+ creative enhancements to turn off in 2026 for image quality and brand colors are easier to pick with the full list in view. We counted 31 enhancements on that About page on October 7, 2026. Availability depends on ad format, placements and catalog use, and four entries (Add product tags, Reveal details over time, Show spotlights and Show summaries) say they may be turned on by default. The middle column paraphrases Meta, the right column is our call from a brand consistency view, and API keys come from the Meta for Developers guide where it names the matching Ads Manager label. The guide labels the three translation keys Translate Text, Translate image text and Translate voiceover, and we list them under Meta's single Translations entry.

Brand colors and image quality

To disable Meta Advantage+ creative changes to brand colors, turn off Adjust brightness and contrast and Add video effects first, then the touch-ups, Add animation and Background generation. Meta's descriptions of those involve color, contrast or generated imagery, which is why they go first.

Meta's branding feature covers a different part of the problem. Per the Meta Business Help Center, its Colors and Font presets apply to image generation and Add overlays. Meta suggests presets from your earlier ads, URLs, Facebook Page and Shopify account, so check the suggested colors before you toggle on Apply this branding. The feature is being introduced gradually, and it is off by default unless the ad uses a generative AI creative enhancement. We found no statement in the pages we read that presets govern brightness, contrast or video effects, which is why the switches matter more than the presets for color accuracy.

Turning enhancements off across many ads

To turn off Meta Advantage+ creative enhancements on many Facebook ads at once, use the bulk editor the Meta Business Help Center describes. On the Ads tab, tick the ads, open the menu button next to Edit and select Advantage+ creative. A screen shows which enhancements are turned on for each ad. Under Edit all selected ads, click Edit, unselect what you want off, then Save to draft or Publish. Every selected ad must have the same ad format, so run one pass per format.

We found no account-wide off switch for the enhancements themselves. The nearest setting, per Meta, is Test new creative features, a checkbox in Advertising settings under Creating ads, then Creative features. Meta says that if you opt in, enhancements and other creative features in testing may be applied to eligible campaigns, and that the option might not be available to you.

Opting out through the Marketing API

In the API, each feature sits in creative_features_spec, inside degrees_of_freedom_spec, with an enroll_status of OPT_IN or OPT_OUT. The bundle switch is already gone from v22.0 onward. Meta's v22.0 changelog, dated January 21, 2025, says opting ads in with the standard enhancements bundle "is no longer supported", while the Meta for Developers guide still words it as upcoming: "Starting with Marketing API v22.0 and applying to all subsequent versions, the opt-in and preview functionality for standard enhancements will be deprecated." So you opt out one feature at a time. An example fragment of ours, built from the guide's field names:

"degrees_of_freedom_spec": {
  "creative_features_spec": {
    "image_touchups": { "enroll_status": "OPT_OUT" },
    "image_brightness_and_contrast": { "enroll_status": "OPT_OUT" },
    "text_optimizations": { "enroll_status": "OPT_OUT" },
    "inline_comment": { "enroll_status": "OPT_OUT" }
  }
}

Some defaults and exceptions are easy to miss. adapt_to_placement carries the note "Default is opt-in." and needs an explicit OPT_OUT on a catalog creative. Meta's Ad Creative Features Spec reference puts the same note on inline_comment and description_automation, so opt those out explicitly as well. Music is set in asset_feed_spec, and you opt out by passing its audios parameter as empty. The guide's remedy for a bad preview is a rebuild: "If any of the previews are not acceptable, create a new ad or ad creative without the corresponding features opted-in."

To verify, follow the guide: "To confirm the final configuration, use a GET request to retrieve the creative_features_spec parameter." If standard_enhancements appears in the response, the guide says it will not be applied as long as it is not set to OPT_IN.

Confirming what stays off after duplicating or importing ads

Duplicates and bulk uploads deserve the least trust. The duplication page from Meta says: "Advantage+ campaigns will be duplicated with Advantage+ settings turned on. Any campaigns that were previously created with manual settings will be duplicated with Advantage+ settings turned on." That line is about Advantage+ campaigns, and we found no statement there about whether per-ad enhancement toggles carry over, and no Meta page describing the enhancement state of ads created by spreadsheet import. So we check every batch before it spends:

1. Select the new ads, one format at a time, open the menu next to Edit and choose Advantage+ creative. Read which enhancements are on for each ad.
2. Spot-check a few in the side pane, where the Advantage+ creative section shows a count and Advanced preview shows the rest.
3. For ads built through the API, send the GET request for each new creative and flag any key set to OPT_IN.

Run the check before you scale spend on the copies, because that is when an unreviewed variation reaches the most people.

Why we start from off

Meta builds these enhancements to improve ad performance, and its turn-off page states the cost: "Although creative enhancements will try to maintain the core message of your ad campaign, the media and text you upload may be adjusted." The About page adds that enhancements may vary depending on who they are shown to. A brand team can approve a file. Approving variations that differ by viewer is a different job, and someone has to be assigned to it.

We accept the trade-off: some enhancements may well lower your cost per result, and a blanket off gives that up. The route back in is a test. Turn one enhancement on in a controlled comparison, judge it on ROAS and CAC, and where budget allows read it against an incrementality test. Our ROAS calculator is a further resource for the break-even arithmetic, and our paid media team can run the audit with you. Whatever Meta adds to the list next starts off as well.

Sources

• Meta Business Help Center: Turn off Advantage+ creative enhancements
• Meta Business Help Center: About Advantage+ creative
• Meta Business Help Center: Bulk edit Advantage+ creative enhancements
• Meta Business Help Center: Review default-on creative features
• Meta Business Help Center: Turn the optimize text per person feature on or off
• Meta Business Help Center: About branding for your ads
• Meta Business Help Center: Opt in to or out of testing new creative features
• Meta Business Help Center: How to duplicate ad campaigns
• Meta for Developers: Get Started with Advantage+ Creative (Marketing API)
• Meta for Developers: Marketing API changelog, Version 22.0
• Meta for Developers: Ad Creative Features Spec reference