Facebook Ads Policy 2024: Everything You Need to Know

Over 2.9 billion users log into their Facebook accounts at least once a month and 2 billion users log in daily. It should come as no surprise that 87% of digital marketers use Facebook ads to connect with customers.

But before you jump on the bandwagon, it’s important to understand Facebook Advertising Policy. These rules dictate what type of ads you can and cannot create, as well as how your ads need to be structured to be approved.

So, without further ado, let’s dive into this Foreplay guide to Facebook ads policy.

What is Facebook Ads Policy?

Every day, millions of ads are being run on Facebook. Facebook wants to keep this place safe from violations and scams and create a secure environment for every user on the platform and hence the company has set some advertising policies. In these Facebook ads policy, the company has mentioned what kind of ads they will approve and what not. Every individual or business who wants to run ads on Facebook must know the Facebook Advertisement Policy.

Why Knowing Facebook Ads Policy is Important?

Knowing Facebook’s Ads policy is very crucial for every media buyer. Here are some key reasons: 

• Knowing Facebook Ads Policy saves you time and frustration by preventing you from wasting time on an ad that can be rejected. 
• It helps you to be more aware and prevent costly mistakes
• Facebook might label you as a scam if you don’t follow the rules and restrict your ad account
• You will get to know about Facebook’s priorities and run your ads accordingly
• You will understand the targeting restrictions that allow you to reach your target audience effectively. 

Facebook Ads Policy 2024 

Facebook’s ad policy has changed its name to “Meta Advertising Standards” recently. Here Facebook has mentioned the content that it allows, and the types of ad content it prohibits. When advertisers place an order, each ad is reviewed against Facebook ads policy. If any content doesn’t follow its policies, it will be rejected.

Not only that, Facebook also has some guidelines that a business account must follow. Otherwise, Facebook has the authority to restrict those accounts. 

Facebook ads policy instituted by Facebook covers 4 parameters. Let’s discuss the policies under each of these parameters.

Personal Attributes

 Facebook doesn’t want ads that make assumptions about people on their race, age, disability, or even if they vote. So, your ads can’t say anything that implies someone is a certain way because of who they are.

For example: 

Right: “New diabetes treatment available”

Wrong: “Do you have diabetes?”

Here are the detailed guidelines: 

Ads that are prohibited:

1. Your ads shouldn’t pretend like you know your target audiences like their race, religion, disabilities, etc. 

2. The ads shouldn’t be in such a way that conveys you know someone’s personal information. 

 Right: We print customizable T-shirts and stickers with your name

Wrong: Raiyaan, get this T-shirt with your name printed on it!

3. Your ads shouldn’t mention or hint at someone’s voting status. You can not pretend that you know someone’s voting status and use the information. 

Right: Learn about voter registration

Wrong: Records show that your voter registration is incomplete

4. You shouldn’t request information about someone’s attributes. 

5. Facebook prohibits sexual orientation in ads. For example, you can’t use ‘Gay Man’ in your targeting option. You cannot make assumptions on someone’s sexuality on your ad content or ad copy. For example, “Are you a gay?” —- Using this as your ad copy may cost you! 

Ads can be:

While Facebook has mentioned what types of ads it prohibits, It has also mentioned how the ads should be:

• You can broadly reference some personal attributes like calling by nation. Such as, ‘American’, ‘Bangladeshi’
• You can use the names of fictional characters and celebrities
• While using personal attributes like name, and gender is prohibited, you can mention your audiences as ‘you/your’
• You can make public health awareness but do not mention someone’s family health condition. 

• • Facebook Ads must not violate community standards or be offensive or discriminatory

• • Ads must not be misleading, deceptive, or false

• • Ads must not contain prohibited content

• • Advertisers must have the necessary rights and permissions to use all ad content, including images, videos, and music

• • Advertisers must comply with all applicable laws and regulations, including data privacy laws

Additionally, you can ensure that your ads get approved and reach your desired audience by following these policies.

Adult Content

Ads must not contain adult content. This includes nudity, or suggestive positions, or activities that are overly suggestive or sexually provocative. Advertisers can’t run ads that contain adult content. 

Ads that are prohibited:

1. Promoting nudity is not allowed. Your ad cannot contain nudity such as removing clothes even if can be allowed in some places. 

2. Too much visible skin is not allowed in ads

3. Your ad should not contain images focused on individual body parts. 

4. You cannot promote dating services where the main focus is on a model. 

Ads can be: 

Your ad can contain paintings, sculptures, or any other art nude figures as long as that is sexually not suggestive. You can even add a photo of breastfeeding if there’s no explicit nudity. 

Meta Brand Usage in Ads 

Facebook’s ads policy also mentions about it’s brand usage. Your ad content shouldn’t mess with Facebook’s logos, colors, or other official stuff. 

Things to be followed: 

Your ad content should not change the brand essence of Facebook. For example, you can not change the logo of Facebook, or change its color or font. You cannot even use any animation on the logo. 

The advertisers should not abbreviate it as ‘FB’ or use the ‘f’ word instead of Facebook. Besides, advertisers are not allowed to add the corporate logo in an ad. You are not allowed to even uncapitalize the word “Facebook”, unless it’s part of a web address

About advertising restrictions

In addition to reviewing ads, Meta monitors and investigates the behavior of advertisers on Meta technologies. In some cases, Meta may apply restrictions on advertisers that limit their ability to advertise. 

Here are the reasons for which your account can be restricted: 

1. When an ad is placed, Meta reviews it. If the ad doesn’t comply with Meta Advertising Standards, Meta can reject it. Even, it can apply advertising restrictions on that business asset. 

2. Suppose one of your accounts was restricted for violation. If you attempt to create a new account, Meta can restrict you. 

3. If advertisers run the same or similar content that is violating Facebook ads policy

4. If you run ads that have no clear business goals across multiple business assets.

5. Your asset can be restricted if it was set up using wrong or unauthentic information. 

Additional Facebook Ads Policy: 

There are some Facebook Advertising Policy that you should keep in mind:

1. You must avoid creating advertisements that promote the sale or use of tobacco products and related. 

2. Your advertisements can’t promote any types of weapons, ammunition, or explosives including weapon modification accessories.

3. Facebook is strict about the promotion of illegal products or services on its platform.

4. If you are promoting online gambling or games that involve winning monetary prizes or monetary value forms part of the prize, then obtaining written permission from Facebook for this advertisement is a must. 

5. Advertisements shouldn’t promote spyware or malware. 

6. Your Ads shouldn’t use any inflammatory content in your advertisements.

This means you cannot claim that a person or group of individuals is a threat to society and so on. 

7. If you are directing your audience to a landing page, then the destination page must have relevant information as promised in the advertisement.

You have learned the advertising policy of Meta or Facebook Ads policy. To be a successful Media Buyer, knowing these policies are a must. Now you are ready to run hassle-free ads for your business and product. One more thing, Facebook often updates its terms and policies. So, keep an eye on their site and monitor it. 

Source: 

1. Active User Data
2. Introduction to the Advertising Standards | Transparency Centre (fb.com)
3. About advertising restrictions | Meta Business Help Centre (facebook.com)
4. Personal Attributes
5. Adult content | Transparency Centre (fb.com)
6. Brand usage in ads | Transparency Centre (fb.com)