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Facebook's Advertising Policies - How to get Your Ads Approved

Ida Burr
Sep 30, 2020 2:11:34 PM

Have your social media ads been getting 'rejected' lately? If you answered yes, then I feel better, because at least it's not just me!

This year Facebook has been going through a lot changes, which means advertisers are having a hard time keeping up. 

Facebook's Advertising Policies seem to be changing daily. With a pandemic and an election coming up, they are working hard to keep misinformation from spreading. Here are some tips if you are struggling with getting your ad copy approved. 

Some MAJOR Social Media Ad no-no's: 

1. Ads about Controversial Content - Ads must not contain content that exploits this crises or discusses in any way controversial political or social issues.

So if your financial institution created a short video about how the census deadline had changed, you CAN post it on the page... but if you try to make it an ad it may get rejected. 

2. Ads about Personal Attributes - Ads must not contain content that asserts or implies personal attributes. This includes direct or indirect assertions or implications about a person’s race, ethnic origin, religion, beliefs, age, financial status, etc.

This one is a hard one, because you will have to reword the ad and wait to see if it is approved. Here are some examples and how to update them:

Rejected Ad: Are you ready to refinance your high interest credit cards into a low interest loan? (In this example you're assuming the person has credit card balances)

Reworded & Approved Ad: We have debt consolidation options that can help every situation.  

Rejected Ad: If you're stuck in a high interest car loan, we can help. (Assuming they have a car loan, instead try to talk about the product & benefit)

Rewarded & Approved Ad: Auto refinance rates are as low as 2.99% - Enjoy the same car with a lower payment.

There are more examples of approved/rejected language in Facebook's Help Center.

3. ANYTHING about the election/voting/politics.

Keep in mind, you can POST about these things, but you will not be able to make them into ads. Anything mentioning election day or voting will not be approved unless you complete the authorization process required by Facebook.

Even a post as simple as 'Get out and vote today!' or 'Staff member XXX voted today!' will not be approved as an ad on Facebook or Instagram.

Note: From October 27 - November 3 Facebook is not allowing anyone to create NEW ads about social issues, Elections or Politics in the United States. Read more about this here.

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There are some policies your ads may be flagged for, but then will usually be approved after a second review.

Ads about Payday Loans, Paycheck Advances, and Bail Bonds - Ads may not promote payday loans, paycheck advances, bail bonds, or any short-term loans intended to cover someone's expenses until their next payday. Short term loan refers to a loan of 90 days or less.

We see this one sometimes if a client has a loan product that has 'No Payments for 90 Days' in the text. After further review these ads will usually be approved. 

Be careful when creating ads, as too many 'rejected' ads can cause Facebook to disable your entire account. I've noticed around major policy changes there seems to be an increase in ads being wrongfully rejected... be patient and request reviews. 

Have you experienced any weird errors or reasons ads were rejected? Let us know below 👇

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