Depending on your company’s products and services, Facebook Ads could be a potential gamechanger to sell more products, attract more web traffic, and generate more online leads.
But first, you must be aware of the Facebook Ad policies—which types of content are prohibited and restricted, and understand their recommended guidelines so your ad will show immediately, without getting rejected.
If you’ve ever wanted to set up a Facebook Ads campaign but were unsure of the rules, then continue reading our guide on Facebook’s Ad policies before you start your next ad campaign.
What is the Facebook Ad review process?
Facebook Ads, like Google Ads, offers a myriad of different ad types to reach your target audience.
From image ads, video ads, poll ads, and lead ads, to boosted posts, Facebook’s ad platform gives you plenty of ways to create dynamic content to engage your audience and generate traffic and leads for your company’s website.
But before your ads are shown, they’ll need to undergo the Facebook Ad review process.
How is the ad’s content reviewed prior to advertising on Facebook?
The very first thing Facebook’s automated technology looks for are violations of Facebook ad policies, which we’ll cover later in this article.
Typically, these automated bots are analyzing different components of the Facebook ad itself, such as:
- Targeting information
- The ad’s landing page
Facebook Ads that violate any policies in their ad components will be rejected.
What you can do if your Facebook Ad is rejected
If your Facebook Ad is rejected, don’t worry. Try the process again and make sure to correct the policy mistake that caused the rejection.
Facebook’s Ad Manager platform will typically inform you of the specific ad policy you violated, so you can create another ad that stays within the Facebook Ad policies.
If your ad has been rejected without a clear explanation, you can submit a request for a review of the disputed ad.
After you’ve submitted your ad review request, you can check on its progress in your support message inbox.
Accounts that have repeatedly created rejected ads may have their accounts permanently or temporarily restricted.
How long does a Facebook Ads restriction last?
If your Facebook Ads account has created too many ads that have been denied, your account will likely be restricted, stopping your ability to run ads.
Many times, this happens accidentally through errors in the automated flagging process, but can also result from violating the Facebook ad policies too many times.
If your account has been restricted, your only option is to request a review.
If your account has been permanently restricted, you will no longer be able to advertise on Facebook again. In this case, consult an outsourced Facebook Ads agency to determine what your best options may be.
How long does it take for an ad to be approved on Facebook?
Generally, Facebook ads are reviewed and approved, or rejected, within a 24-hour time frame.
Most of the approval process occurs through automated technology, implementing machine learning to apply the Facebook ad policies across millions of ads across Facebook’s platform (including Instagram and Whatsapp).
It’s recommended that you create your ad well in advance of your upcoming promotion, so your campaign can start promptly on its start date.
Facebook Ads advertising policies—things to avoid in your ads
Facebook’s advertising platform can potentially reach up to 2.11 billion people around the world.
Every country has its own rules and regulations regarding online advertising. This is why Facebook’s ad policy can seem overwhelming at first glance, however, many of these same rules also apply to Google’s ad policies.
If you want your Facebook Ad to show and to keep your Facebook Ad Manager account in good standing, you should avoid the following types of banned, prohibited, or restricted content.
Ads for any kind of these services are not allowed in any capacity on Facebook’s platforms:
- Illegal products or services
- Discriminatory practices
- Tobacco and related products
- Unsafe substances
- Weapons, Ammunitions, and Explosives
- Profanity and Grammar
- Payday loans, bail bonds
Ads for these services can be allowed, but require prior permission and written authorization, and are much more regulated.
Be sure to read the Facebook Ad policies page for clarification on these types of restricted content:
- Alcohol (cannot target underage people based on region, completely restricted in many countries around the world)
- Gambling and online gambling
- Promotion of OTC drugs, prescription drugs, and online pharmacies
- Subscription services
- Financial and Insurance products and services
- Branded content
- Ads about Social Issues, Elections or Politics
- Cryptocurrency products and services
- Drug and alcohol addiction treatment
- Cosmetic procedures and wellness
Facebook’s Ads are used to generate leads for digital marketing campaigns, however, you must be careful not to ask for specific information without Facebook’s prior written permission, such as:
- Account numbers (loyalty cards, cable account numbers, telephone account numbers)
- Criminal history
- Financial information (credit scores, net worth, routing numbers, debt)
- Government issued identifiers (social security numbers, driver’s license numbers)
- Health information (mental helath, medical treatments, conditions, disabilities)
- Insurance information (insurance policy numbers)
- Policitical affilitation (cannot ask at all, not even with prior permission)
- Race or ethnicity
- Sexual orientation
- Trade union membership
- Username and passwords
Related landing pages
Your Facebook ad’s text and images should match the imagery and text on the destination landing page, and cannot link a user to a page that has a prohibited service to bypass Facebook’s Ad policy.
Mature-rated movies, video games, and TV show trailers require prior permission and can only target adults 18 and older. Excessive drug and alcohol use, adult content, profanity, and violence are not allowed.
How can I get Facebook’s written authorization prior to starting a Facebook ad?
Facebook does allow marketers to create advertisements for different restricted products and services, such as dating and alcohol, but requires prior permission before running the ad.
Additionally, around election times, marketers will also need to get authorized to run social issues or political ads on Facebook and Instagram.
To start this process, you must first be the page admin on the Facebook page running the ads.
Next, you’ll need to complete the identity confirmation process, including setting up two-factor authentication. You’ll also have to show a passport or driver’s license and a residential post address.
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Don’t have time to study Facebook’s ad policies? Hire Denver PPC to manage every step of your Facebook advertising. You can read more about our case studies here.
Denver PPC is an experienced team of PPC professionals, skilled in creating and managing Facebook Ad campaigns, as well as Google Ads, and Bing (Microsoft) Ads.
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Reach out today to learn how Facebook Ads can help grow your business.
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