Terms and Conditions

Last Update: 27 Mar, 2026

To ensure the stability of the Shopee advertising ecosystem and the fairness of the charging system, the platform has recently upgraded its algorithms to strengthen real-time monitoring of abnormal advertising operations.

Frequent or improper modification to your advertisement settings will not only interrupt the system algorithm's "deep learning" process, but may also trigger risk control mechanisms and result in account restrictions. This article will help you understand several typical types of non-compliant over-delivery risks and their consequences.

What is "Over-delivery Risk Operation"?

"Over-delivery risk operation" is a behavior that attempts to obtain extra traffic through abnormal system interventions without paying or underpaying advertising fees. Although such behavior may seem to exploit loopholes in the short term, it actually causes irreversible damage to the long-term quality score of the store.

Typical risk operations include, but are not limited to:

1. Abnormal On/Off Frequency: Turning Campaigns on and off at an extremely high frequency that deviates from business logic.
2. Unreasonable Budget Fluctuations: Making large, repeated modifications to the Daily Budget within a short period.
3. Frequent Changes of Promoted Items: Rapidly and frequently modifying or switching promoted items, resulting in an extremely unstable delivery path.
4. Evading System Settlement: Attempting to bypass the normal advertising fee settlement process through specific operational methods, causing abnormal charges.

The Cost of Non-compliant Operations

Shopee advertising engine has extremely high recognition accuracy. Once the system determines that your account has engaged in malicious charge evasion or exploitation of system delays, the platform will take the following measures based on the severity of the violation:

1. Traffic Restriction: The system will lower the bidding ranking of violating accounts, making it difficult for your ads to be displayed even with high bids.
2. Account Freezing: For accounts with severe or repeated fraud, the platform will temporarily or permanently disable their advertising functions and may even suspend associated stores.
3. Debt Recovery: The platform reserves the right to deduct unpaid advertising fees via the Seller Wallet.

Best Practices for Ad Optimization

We understand sellers' desire for ROAS, but healthy optimization should follow algorithmic logic:

1. Give the System Time to Learn: It is recommended to observe each advertising campaign for at least 3-7 days after making modifications. Frequent changes will cause the algorithm to repeatedly restart its "learning phase", which will instead worsen conversion performance.
2. Step-by-step Adjustment: Whether adjusting budget or bid, it is recommended that each adjustment be kept within 10% to avoid triggering abnormal fluctuation monitoring by the risk control system.
3. Maintain Sufficient Balance: Ensure sufficient funds in your advertising account to avoid suspension caused by frequent payment arrears, as this will severely damage the ads ranking accumulation of products in the algorithm.