To tighten up the AdCenter Relevancy and Quality Policy for ads served to the U.S and Canada, Microsoft has announced certain changes w.e.f 31st August.
But as per Microsoft, they will begin enforcing such changes only after leaving the advertisers with significant time to make their own changes.
As per the new policy;
The landing page should be relevant to keyword and should neither display any sensational and lucrative content neither any tricky and confusing contents. Personally Identifiable Information (PII) is not necessary unless and until anyone is availing the services or completing any purchase.
The landing page must direct the user to the homepage or main content defining services and other terms before driving the user to sign up.
Sites that “Bait and switch” the user will be marked as a low-value user experience in the Landing Page and Site User Experience section.
Marketplace sites that deceive the users with misrepresented contents or tricks them to share their personally identifiable information shall be excluded by Microsoft
More is available in the detailed policy on this recent development.