Have you worked hard to get your Facebook ads? Have you carefully created an image, your copy is nicely tuned, and your targeting is carefully designed to suit your audience? Then after turning in your ads for screening, you were notified that your offer has not been approved?
If yes, then you are in the right place.
As we all know, Facebook does not approve ads that go against its policies. But what are these policies, and how do we use them to our advantage?
Let us analyse the Facebook and rules, and it’s a screening process to reduce the possibility of your ads being rejected and maybe increase your chances of speeding up the “pending reviewâ€ period.
Facebook has an elaborate list of “prohibited content, all those things that are illegal and in other ways questionable that will not be allowed to pass through traditional advertising channels in print, on TV or the radio. There could be some limitations based on universal laws in most countries. Family planning and contraception products are the only adult products allowed on Facebook. Even the ones permitted still require appropriate targeting.
Dating ads on Facebook can only be permitted when they are mixed with other things. Adult dating sites that have its primary focus on sex cannot be promoted on Facebook. Unique kinds of dating sites that are allowed to be promoted still need prior permission from Facebook. This means that marketers associated with this go through robust processes before they can promote their websites.
Sensitive ads like bets and lottery promotions are only permitted in countries where it’s legal but still require authorization from Facebook and the precise targeting (for example you will not be allowed to promote online casinos to underage citizens).
Also ads that support the use of alcohol are only authorized in countries where it is considered legal and only if it’s with the appropriate targeting. Meanwhile, things like drugs, weapons, tobacco, and pharmaceutical products cannot be promoted on Facebook except for supplements (dietary and herbal) and registered pharmacies.
Here’s a specific list
- Facebook ads featuring drugs, tobacco, and drug-like products are not permitted.
- Dangerous dietary and herbal supplements are prohibited.
- Ads promoting explosives, weapons, and ammunition are not allowed.
- Highly emotional and extremely violent contents are not permitted.
- Ads promoting illegal documents like passports, immigration papers or certificates are not allowed.
- Ads promoting surveillance equipment like spy cameras, cell phone trackers, etc., malware and spyware are prohibited.
- False or exaggerated “before-and-after” images to promote weight loss are not allowed. Also, products concerning weight or health must have a targeted audience of over 18 years of age.
- Adult content of any kind is prohibited.
There are several types of business activities that Facebook pointed out on the prohibited category.
- Multiple marketing businesses.
- Ads promoting payday or improved cash loan services.
- Ads promoting bidding fee or penny auctions.
â€‹Now that you already know the various rules of advertising on Facebook, it is also necessary for you to know that multiple policies are guiding how you can promote your brands.
User experience is the whole thing that matters to Facebook, that’s the first thing you have to keep in mind. Every Facebook ads must be made to fit nicely into every user’s need feed. They should always try to get the users attention in a positive way.
â€‹Personal information is one of the significant things that scare Facebook users. So, therefore, your Facebook ads should always be anonymous and always avoid exposing private information. You can still target people by their religion, gender, age, etc. but prevent any access to their data.
Latest Facebook discrimination policy
The community standards are prevalent in Facebook advertising limitations and guidelines. They are policies that ensure the user’s safety, security, and protecting their intellectual property and personal information.
They make sure to ban any Facebook ad that goes against any of these standards.
- No naked pictures or videos
- Hate speech or graphic content.
- Harassment or bullying is considered a severe case, and it is highly prohibited
It is advisable and worth it to go over Facebookâ€™s community standards to ensure sound knowledge of how Facebook holds it’s user accountable.
Facebook Community standards
Facebook has now created a new system that bans discrimination, both in targeting and content. Their policy on “personal quality” elaborates a little more on what causes discrimination. In your Facebook ads, you cannot make any form of direct or in indirect claim about a person’s:
- Race and ethnic group of a person.
- Religious beliefs.
- Gender and sexual practices.
- Age group.
- Health condition (physical or mental).
- Financial status.
- Name of a person.
- Membership of a trade union.
- Criminal record of a person.
Also, you are not allowed to ask people about their personal information, including account numbers and social security in lead ads questions, without prior authorization from Facebook.
Apart from restricted content, Facebook also has rules that guide restricted content, which is different from the one guiding prohibited content. So the best way to go about ads that have sensitive content and might likely attract a second look from Facebook is to shoot for “neutrality.” This way, it is easier to avoid a lengthy and frustrating review process.
Let’s say, for example, concerning alcohol; there are many limitations on how you can feature it even though Facebook allows advertisement on it.
Avoid laying any direct or indirect claims on the effect like associating alcohol with lousy behavior or linking it with success, or portraying it as healthy in any way is not allowed. The best way is neutrality.
You don’t want your ad content saying “drinking is getting drunk.” Attracting a young crowd or an underage is not what you want, so why not focus on a broad selection of options, deduction or something else in-seditious.
Be Careful With Your Targeting on Facebook
- Focus on your targeted audience as even the most direct ad featuring a particular product (especially sensitive ones) would still get rejected if you target the wrong audience.
- Ads that feature a sensitive product e.g., alcohol have been subjected to all rules and regulations that are applicable and varies in different countries. For example, targeting 21+ as your audience in countries where the drinking age is at 18 or 19 will speed up your review process.
- Ads that have identical content have similar limitations like the ones similar to the ‘adult’ content category. Ads for family planning and contraceptives are not allowed by Facebook, but your target has to be for users over 18 years.
- Dating sites are only allowed if their main concentration is not sex and they have been given prior authorization by Facebook.
- Ads that feature gambling and lottery are only allowed on countries where it’s been made legal but usually requires the permission of Facebook and the precise targeting (like promoting online casinos for underage users).
Stay away from fraudulent activities.
Make your ads as clear and transparent as possible. That is one of the essential principles of Facebook to prevent you from defrauding its users.
For example, Facebook will not only perform checks on your ads but also the landing pages that they usually send traffic to. The two must be coherent, if you allow a reduction in the price of 50%; the same must apply to your landing pages.
- You are not allowed to promote software’s that can damage a computer.
- Your privacy policies and terms of services must at all times be present in your landing pages.
- Images on your ads are not allowed to imitate site features. For instance, if you are connecting to a different website, you are not permitted to track a user by making an image seem like a video (like placing a ‘play’ icon there).
- The photos on your website should also be the same as the products you are selling. You cannot offer a reasonably used phone while using an image of a new one.
- Unreasonable claimed to like “subscribe and get paid instantlyâ€ or “double your money in few hours” are highly prohibited on Facebook.
- Ensure your spellings, basics are designs are correct and well placed.
- Poor grammar is one of the things that fall in the ‘prohibited content ‘ category, so ensure your punctuation and grammatical structures is correct in the text of your ads and avoid using any strange symbols or creative workarounds for profanity (putting asterisks and ampersands in place of vowels).
- I believe that this article has made a significant impact on your knowledge of how to make an outstanding and captivating set of ads that will increase your returns on investments, create leads and prepare a place for your brand out there.
And now get out there and make a change!