There is no account-level switch that turns Meta's creative enhancements off
The tip everyone shares opts you out of testing new features, not the ones already running. Meta picks defaults per ad, spreads them over seven categories, and hides half the toggles.
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, not one. 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 worth knowing: "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.
Seven categories, not one
"Advantage+ creative enhancements" is the category people argue about. It is one of seven that the Review defaults tab organises:
| Category | What Meta says it covers |
|---|---|
| Creative setup | Additional ad sources — website, app or catalog — usable for enhancements and formats |
| Advantage+ creative enhancements | Visual, audio or text features that optimise or enhance your creatives |
| Advantage+ creative translations | Automatically translate copy "to resonate with more audiences" |
| Interactive experiences | Surface details from your ad sources when people dwell on or interact with the ad |
| Related media | Images or videos from existing ads or connected sources |
| Format display options | Formats like carousel or collection auto-generated from your assets |
| Personalized destinations | Sends people to the experience most likely to convert |
Turning off the second row leaves six others running. The translations row is worth a second look if you have ever found your copy running in a language you didn't approve: 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:
| Enhancement | Generative AI |
|---|---|
| Add animation | yes |
| Add details to ad layout | — |
| Add dynamic overlays | — |
| Add music | yes |
| Add overlays | yes |
| Add product browsing | — |
| Add product tags | — |
| Add standard label | — |
| Add video effects | yes |
| Adjust brightness and contrast | — |
| Background generation | yes |
| Create sticker CTA | yes |
| Dynamic description | — |
| Enhance CTA | yes |
| Enhance media text | yes |
| Flex media | — |
| Highlight carousel card | — |
| Image generation | yes |
| Image touch-ups | yes |
| Profile end card | — |
| Relevant comments | — |
| Reveal details over time | — |
| Show spotlights | — |
| Show summaries | yes |
| Store locations | — |
| Text generation | yes |
| Text improvements | yes |
| Translations | yes |
| Video subtitles | yes |
| Video touch-ups | yes |
| Visual touch-ups | yes |
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.
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 it is worth unchecking — it is just not the switch it gets described as. 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.
So the honest summary of account-level control is: you can decline to be a test subject. You cannot decline the defaults.
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: both turn-off paths, and "some enhancements can only be turned off in Advanced preview" (accessed 2026-09-16)
- About Advantage+ creative — the full enhancement list with generative-AI labels, "the media and text you upload may be adjusted", the AI info labelling, the Ad Creative Generative AI Terms of 6 May 2024, and the regulated-vertical limits (accessed 2026-09-16)
- Review default-on creative features in Meta Ads Manager — defaults enabled "if we predict they will help improve performance", the Review defaults tab, the seven categories, and the manual-opt-in gap (accessed 2026-09-16)
- Bulk edit Advantage+ creative enhancements in Meta Ads Manager — the bulk path and the same-ad-format constraint (accessed 2026-09-16)
- Opt in to or out of testing new creative features in Meta Ads Manager — the account-level checkbox and its scope (accessed 2026-09-16)
Related: what Meta actually requires you to disclose, and why Meta's fatigue status may never appear on your account.