There is no account-level switch that turns Meta's creative enhancements off

Meta's help centre documents no account-level setting that turns creative enhancements off. The account-level checkbox people pass around (Advertising settings → Creating ads → Creative features → Test new creative features) governs whether features still in testing get applied to your campaigns. It does nothing about the ones already on. Enhancements are decided per ad, by prediction, across seven categories, and some of them can only be switched off in a panel that is collapsed by default.

If you have turned these off and watched Meta edit your creative anyway, you were not imagining it and you did not miss a step. You turned off the panel you could see.

Why turning them off doesn't stick

Meta's instructions for turning off Advantage+ creative enhancements carry a note that explains most of the complaints about this feature:

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.

There are two surfaces. The Enhancements step inside Ad creative is the one everybody finds. The other lives in the ad preview: click Expand to open Advanced preview, then the Advantage+ creative tab, where each enhancement has its own card and its own toggle. An enhancement switched off in the first place can still be on in the second.

Meta is direct about what is at stake. Enhancements optimise your creative to versions the audience is more likely to interact with, and while they "try to maintain the core message of your ad campaign", "the media and text you upload may be adjusted".

Nobody can publish the list of what's on by default

Every checklist article naming the enhancements that are on by default is guessing, and it has to be, because Meta doesn't apply a fixed set. From the help centre:

When you create an ad in Meta Ads Manager, some creative features may be enabled by default, if we predict they will help improve performance.

Enabled if we predict. The default-on set is chosen per ad, so two ads in one account can land on different defaults, and any checklist is a snapshot of somebody else's ad.

What Meta gives you instead is a per-ad audit. Features that are on by default are labelled On by default through creative setup, and a Review defaults tab sits next to the advanced preview in the creation flow, listing them by category with an Edit link into the relevant section. It is available to all advertisers.

One limit: "features manually opted-in will not show on this surface." Review defaults shows what Meta turned on, not what you did. To see everything you still have to check both panels.

The seven categories of default-on features

"Advantage+ creative enhancements" is the category people argue about. It is one of seven that the Review defaults tab organises:

Turning off the second row leaves six others running. If you have ever found your copy running in a language you didn't approve, check the translations row: it is a default-on category in its own right and "Translations (AI)" appears in the enhancement list below, so check the enhancements panel and the Review defaults tab both.

The 31 enhancements, and which ones are generative

Meta publishes the full list and labels the ones that use, or may use, generative AI. Seventeen of the thirty-one carry the label:

Which of these are available depends on your ad format, your placements and whether you are using a catalog. Meta also notes that regulated verticals (financial services, pharma and health, and ads in Special Ad Categories such as housing, employment, credit and social issues, elections or politics), plus certain countries, may not get access to all generative features.

Four rows decide how your media fits placements you didn't make a size for: Visual touch-ups and Video touch-ups crop and expand it, Image touch-ups fits catalog product images to 4:5 and 9:16, and Flex media sends one asset to more placements. How Meta fills a missing aspect ratio covers which does what, and where.

What Meta added in October 2026

At Advertising Week New York on October 6, 2026, Meta announced more generative video tools. From its announcement:

In Advantage+ creative, advertisers and agencies can now generate video from existing static assets, a feature that is now generally available.

The same post says Ads Creative Studio, "the creative workspace we introduced this summer, is beginning to roll out to more advertisers." In it, "marketers can generate new video concepts and variations, and edit them with new tools to change hooks, adjust audio and clip length, add text overlays and captions, or change end scenes." And catalog advertisers "can now turn their product images into product video, at scale", for now as "eligible beta advertisers".

Two things the announcement doesn't say: whether video generation is on by default, and which toggle controls it. The About Advantage+ creative page still lists the same 31 enhancements, and none of them is named video generation; the closest is Add animation, which Meta says can turn images into "short, engaging videos." Until the help page catches up, the advice on Meta's turn-off page is the one that covers it: "check the ad preview and review how the enhancements might adjust your ad creative before publishing your ad."

Product browsing sits in two places

Add product browsing is in the enhancement list above. Meta's description: "Give people a personalized browsing experience that can feature product details, offers and more on Facebook and Instagram when they tap the image or video in your ad. They'll then be led to your website to make purchases." Its note: "This enhancement may send people to an experience on Facebook and Instagram first before your website."

It also appears under Destination. Meta's About personalized destinations page says that in a sales campaign with a website conversion location, "you'll see both a Main destination and Personalized destinations within Destination for the ad." Personalized destinations include "Shops, optimize website destination, browser add-ons and product browsing", and "Some of these features may be turned on by default." That is the seventh row of the Review defaults table above.

So if every tap should land on your own site, switch off the enhancement and check the Destination section too.

The three documented ways to turn them off

During ad creation. Ads Manager → + Create → complete steps to Ad setup → choose Single image or video, or Carousel → in Ad creative click Set up creative and continue to Enhancements → switch off the ones you don't want → Done. Then, in Ad preview, click Expand for Advanced preview, open the Advantage+ creative tab, and switch off the rest. Save, then publish.

After publishing. Ads Manager → Ads → tick the ad → Edit → the Advantage+ creative section shows the number of enhancements still on → Edit → toggle → check Advanced preview as well → Save → Publish.

In bulk. Ads Manager → Ads tab → tick the ads → open the menu beside Edit → Advantage+ creative → a screen shows which enhancements are on for each selected ad → Edit all selected ads → set your selections, which apply to every ad in the selection → Save to draft or Publish. The one constraint: every ad you select must use the same ad format.

That bulk screen is the most useful surface on this list, and the least mentioned. It is also the only place Meta shows you the current state across many ads at once rather than one ad at a time.

What the account-level setting actually does

The setting people recommend is real, and you should uncheck it, but it does less than people say. Advertising settings → Creating ads → Creative features → Test new creative features. Meta's description: opting in means "Advantage+ creative enhancements and other creative features in testing may be applied to eligible campaigns". Unchecking it keeps experimental features off your ads. It does not disable the enhancements that are already generally available, and Meta notes the option may not appear at all, since only eligible advertisers can opt in.

At account level, you can decline to be a test subject. You cannot decline the defaults. ChatGPT ads work differently: OpenAI documents an account default and a per-campaign setting for its creative enhancements, and TikTok's enhancement drawer starts switched on and keeps your last settings.

If you keep them off, know what you're trading

These features exist because they lift measured performance, and Meta's fatigue guidance actively recommends Advantage+ creative as one of three fixes for a tired ad set. A brand with real typographic and colour discipline is usually right to switch off the visual and text enhancements and produce those variations deliberately instead. An advertiser with one image and no production capacity probably shouldn't.

What nobody should accept is the middle state: enhancements on because they defaulted on, in categories you never reviewed, editing media you already paid to produce. Open Review defaults once per new ad, and check both panels before you publish.

Meta may also label the result. Images created or materially edited with certain Meta generative AI features can carry AI info on the "About this ad" screen — which is a different thing from having to declare AI yourself.

Sources

• Turn off Advantage+ creative enhancements in Meta Ads Manager — Meta Business Help Center (accessed October 22, 2026)
• About Advantage+ creative — Meta Business Help Center (accessed October 22, 2026)
• Review default-on creative features in Meta Ads Manager — Meta Business Help Center (accessed October 22, 2026)
• Bulk edit Advantage+ creative enhancements in Meta Ads Manager — Meta Business Help Center (accessed October 22, 2026)
• Opt in to or out of testing new creative features in Meta Ads Manager — Meta Business Help Center (accessed October 22, 2026)
• About creative fatigue recommendations in Meta Ads Manager — Meta Business Help Center (accessed October 22, 2026)
• About personalized destinations in Meta Ads Manager — Meta Business Help Center (accessed October 22, 2026)
• Advertising Week New York 2026: New AI Capabilities to Guide Campaigns and Reach Customers — Meta for Business news, dated October 6, 2026 (accessed October 22, 2026)

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Meta revises these pages without notice, and which enhancements you see depends on your format, placements and account.

Related: what Meta actually requires you to disclose, why Meta's fatigue status may never appear on your account, and why nobody agrees on whether Dynamic Creative still exists — the same help centre, the same reason the answers disagree.

Terrads makes on-brand variations in every size you pick, so you can switch off the enhancements that edit your media and still have variety to test.