Advice for disapproved ads

4 May 2022 | Facebook Guides, Troubleshooting

If your ads are being disapproved by Meta, it’s likely the wording used in your ads. You should take swift action to keep your account in good standing.

One of the most common triggers is you may have mistakenly called out the personal attributes of your audience. This could be as simple as using the words “you, your, other” in your ad copy. In doing so, the machine flags this as personally addressing people.

According to Meta, “Ads must not contain content that asserts or implies personal attributes. This includes direct or indirect assertions or implications about a person’s race, ethnicity, religion, beliefs, age, sexual orientation or practices, gender identity, disability, physical or mental health (including medical condition), vulnerable financial status, voting status, membership in a trade union, criminal record or name.” 

For example;

  • Don’t say “Are you looking for a babysitter?” instead try “Need a babysitter?” or “Kids need a sitter?”
  • Don’t say “Meet other people like you” instead try “Meet likeminded people” or “Find new friends”
  • Don’t say “You will love it” instead try “Loved by thousands of happy customers”

Read more about the use of personal attributes in Meta ads.

Besides this, you’ll also need to pay attention to the copy in your ads when dealing with race, religion, politics, age, family, gender, adult content, restricted or prohibited items, dietary supplements, sensational or shocking content, outrageous claims, misleading content including “before” and “after” photos, multi-level marketing and instant loans.

Read the full ads policy.

Ad approvals can be tricky to get your head around at first, but it starts to come naturally after a while. Make sure you don’t get caught out, check every word carefully, as you want to avoid repeated violations and keep your account in good standing. You may need to reword your sales copy for compliance.

Check your ad account quality here.

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