Facebook

Understanding Our Policies

Our Advertising Policies provide guidance on what types of ad content are allowed. When advertisers place an order, each ad is reviewed against these policies. If you think your ad was mistakenly disapproved, you can request a review of the decision in Account Quality.

Common Points of Confusion

To help you build a compliant and user-friendly ads experience we've highlighted some common areas of confusion. Click the links below to learn more about each policy:

1. Personal Attributes
2. Sexually Suggestive Content
3. Facebook's Brands

What is reviewed

The ad review system reviews ads for violations of our Advertising Policies. This review process may include the specific components of an ad, such as images, video, text, and targeting information, as well as an ad’s associated landing page or other destinations, among other information.

Outcome of review

If a violation is found at any point in the review process, the ad will be rejected.

Lower quality ads which do not necessarily violate our policies may experience impacted performance. You can find more information about how quality may affect your ad in our Help Center.

Re-review of ads

Ads remain subject to review and re-review at all times, and may be rejected for violation of our policies at any time. It is your responsibility to understand and comply with the Facebook Advertising Policies.

Further enforcement

Beyond enforcing our policies on individual ads, violations of our terms and policies may result in further enforcement actions, such as disabling Ad Accounts, Pages, Business Managers and/or individual user accounts. Disabled accounts, Pages or Business Managers cannot run ads, and advertisers may be ineligible to advertise. You can learn more about what to do if your ad account is disabled here or your advertising is restricted here.

Create a new ad or edit your ad

You may create a new ad or revise your ad to comply with our Advertising Policies. These ads will be treated as new ads and reviewed by our ads review system. Check this page for editing steps.

Request another review

If you believe the ad was incorrectly rejected, you can request a review of the decision in Account Quality.

1. Community Standards

Ads must not violate our Community Standards. Ads on Instagram must not violate the Instagram Community Guidelines.

2. Illegal Products or Services

Ads must not constitute, facilitate, or promote illegal products, services or activities. Ads targeted to minors must not promote products, services, or content that are inappropriate, illegal, or unsafe, or that exploit, mislead, or exert undue pressure on the age groups targeted.

3. Discriminatory Practices

Ads must not discriminate or encourage discrimination against people based on personal attributes such as race, ethnicity, color, national origin, religion, age, sex, sexual orientation, gender identity, family status, disability, medical or genetic condition.

4. Tobacco and Related Products

Ads must not promote the sale or use of tobacco products and related paraphernalia. Advertisements must not promote electronic cigarettes, vaporizers, or any other products that simulate smoking.

5. Unsafe Substances

Ads must not promote the sale or use of illicit or recreational drugs, or other unsafe substances, products or supplements, as determined by Facebook in its sole discretion.

6. Weapons, Ammunition, or Explosives

Ads must not promote the sale or use of weapons, ammunition, or explosives. This includes ads for weapon modification accessories.

7. Adult Products or Services

Ads must not promote the sale or use of adult products or services. Ads promoting sexual and reproductive health products or services, like contraception and family planning must be targeted to people 18 years or older and must not focus on sexual pleasure.

8. Adult Content

Ads must not contain adult content. This includes nudity, depictions of people in explicit or suggestive positions, or activities that are overly suggestive or sexually provocative.

Ads that assert or imply the ability to meet someone, connect with them or view content created by them must not be positioned in a sexual way or with an intent to sexualise the person featured in the ad.

9. Third-Party Infringement

Ads must not contain content that infringes upon or violates the rights of any third party, including copyright, trademark, privacy, publicity, or other personal or proprietary rights. To report content that you feel may infringe upon or violate your rights, please visit our Intellectual Property Help Center.

10. Sensational Content

Ads must not contain shocking, sensational, inflammatory or excessively violent content.

11. 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, sexual orientation or practices, gender identity, disability, medical condition (including physical or mental health), financial status, voting status, membership in a trade union, criminal record, or name.

12. Misinformation

Facebook prohibits ads that include claims debunked by third-party fact checkers or, in certain circumstances, claims debunked by organizations with particular expertise. Advertisers that repeatedly post information deemed to be false may have restrictions placed on their ability to advertise on Facebook. Find out more about Fact Checking on Facebook here.

13. Controversial Content

Ads must not contain content that exploits crises or controversial political or social issues for commercial purposes.

Visit our Business Help Center

14. Non-Functional Landing Page

Ads must not direct people to non-functional landing pages. This includes landing page content that interferes with a person’s ability to navigate away from the page.

15. Cheating and Deceitful Practices

Ads may not promote products or services that are designed to enable a user to engage in cheating or deceitful practices.

16. Grammar & Profanity

Ads must not contain profanity or bad grammar and punctuation. Symbols, numbers and letters must be used properly without the intention of circumventing our ad review process or other enforcement systems.

17. Nonexistent Functionality

Ads must not contain images that portray nonexistent functionality. This includes imagery that replicates play buttons, notifications, or checkboxes, as well as ads containing features that do not work, such as multiple choice options in the ad creative itself.

18. Personal Health

19. 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.

20. Multilevel Marketing

Ads promoting income opportunities must fully describe the associated product or business model, and must not promote business models offering quick compensation for little investment, including multilevel marketing opportunities.

21. Penny Auctions

Ads may not promote penny auctions, bidding fee auctions, or other similar business models.

22. Misleading Claims

Ads must not contain deceptive, false, or misleading claims like those relating to the effectiveness or characteristics of a product or service, including misleading health, employment or weight-loss claims that set unrealistic expectations for users.

23. Low Quality or Disruptive Content

Ads must not contain content leading to external landing pages that provide an unexpected or disruptive experience. This includes misleading ad positioning, such as overly sensationalized headlines or prompts for users to inauthentically interact with the ad, and leading people to landing pages that contain minimal original content and a majority of unrelated or low quality ad content. For more information on what we consider low quality, visit our Business Help Center.

24. Spyware or Malware

Ads must not contain spyware, malware, or any software that results in an unexpected or deceptive experience. This includes links to sites containing these products.

25. Unacceptable Business Practices

Ads must not promote products, services, schemes or offers using deceptive or misleading practices, including those meant to scam people out of money or personal information.

26. Circumventing Systems

Ads must not use tactics intended to circumvent our ad review process or other enforcement systems. This includes techniques that attempt to disguise the ad's content or destination page.

27. Prohibited Financial Products and Services

Ads must not promote financial products and services that are frequently associated with misleading or deceptive promotional practices.

28. Sale of Body Parts

Ads must not promote the sale of human body parts or fluids.

29. Vaccine Discouragement

Ads must not discourage people from vaccination or advocate against vaccines.

1. Alcohol

Ads that promote or reference alcohol must comply with all applicable local laws, required or established industry codes, guidelines, licenses and approvals, and include age and country targeting criteria consistent with Facebook's targeting requirements and applicable local laws. Note that our policies prohibit ads promoting or referencing alcohol in some countries, including but not limited to: Afghanistan, Brunei, Bangladesh, Egypt, Gambia, Kuwait, Libya, Lithuania, Norway, Pakistan, Russia, Saudi Arabia, Thailand, Turkey, United Arab Emirates and Yemen.

2. Dating

Ads for dating services are only allowed with prior written permission. These must adhere to the dating targeting requirements and our dating ad guidelines. Details on the requirements for permission can be found here.

3. Online Gambling and Gaming

Ads that promote online gambling, and gaming where anything of monetary value (including cash or digital/virtual currencies, e.g. bitcoin) is required to play and anything of monetary value forms part of the prize, are only allowed with our prior written permission. This includes games where purchases are required to continue game play and/or provide advantage in winning prizes, in cases where the prize is of monetary value. Authorized advertisers must follow all applicable laws, including targeting their ads in accordance with legal requirements. At a minimum, ads may not be targeted to people under 18 years of age.

Apply for Permission in our Contact Form

Learn More in our Business Help Center

4. Promotion of Online Pharmacies

Ads for online pharmacies are only permitted from advertisers with prior written permission. Facebook requires online pharmacies who wish to run ads to be certified with LegitScript.

Apply for certification with LegitScript

5. Promotion of Over-The-Counter Drugs

Ads that promote over-the-counter medicines must comply with all applicable local laws, required or established industry codes, guidelines, licenses and approvals, and include age and country targeting criteria consistent with applicable local laws.

6. Subscription Services

Ads for subscription services, or that promote products or services that include negative options, automatic renewal, free-to-pay conversion billing products, or mobile marketing are subject to our subscription services requirements.

7. Financial and Insurance Products and Services

Ads promoting credit card applications, or financial services with accredited institutions must clearly provide sufficient disclosure regarding associated fees, including APR percentages, transaction fees, interest rates and the physical address of the entity offering the product within the ad's landing page. Ads promoting credit cards, loans or insurance services must be targeted to people 18 years or above. Ads promoting credit cards, loans or insurance services must not directly request the input of a person’s financial information, including credit card information.

8. Branded Content

Ads promoting branded content must tag the featured third party product, brand or business partner using the branded content tool. Branded content within ads is defined as a creator or publisher's content that features or is influenced by a business partner for an exchange of value. When promoting branded content integrations, advertisers must use the branded content tool (please learn more here on how to tag the featured third party product, brand or business partner).

9.a Ads About Social Issues, Elections or Politics

Advertisers can run ads about social issues, elections or politics, provided the advertiser complies with all applicable laws and the authorization process required by Facebook. Where appropriate, Facebook may restrict issue, electoral or political ads. In addition, certain content related to elections may be prohibited in specific regions ahead of voting; click here for more.

9.b Disclaimers for Ads About Social Issues, Elections or Politics

If Facebook's ad authorization process is available in your country, in addition to complying with the Community Standards and Advertising Policies, the disclaimer you submit for your ad about social issues, elections or politics must comply with the following guidelines. This information is provided by you during the ad authorization process and will be displayed on your ad’s header.

10. Cryptocurrency Products and Services

Ads may not promote cryptocurrency trading or related products and services without prior written permission. Details on the requirements for permission can be found, here.

11. Drug and Alcohol Addiction Treatment

Facebook requires advertisers who wish to run addiction treatment ads targeting the USA to be certified with LegitScript, and apply to Facebook for permission to advertise.

Addiction treatment ads include, but are not limited to: Clinical addiction treatment services or websites providing information about in-person treatment, online and in-person support groups, and crisis hotlines for those in recovery or who are seeking information about addiction treatment.

Advertisers can apply for certification with LegitScript here.

12. Cosmetic Procedures and Wellness

Ads marketing weight loss products and services must be targeted to people at least 18 years or older.

Ads marketing cosmetic surgeries and procedures must be targeted to people at least 18 years or older.

Ads marketing dietary, health, or herbal supplements must be targeted to people at least 18 years or older.

13. Social Casino Games

Ads for social casino games, which are online games that simulate casino gambling (e.g. poker, slots, roulette etc) where there is no opportunity to win money or money’s worth, are allowed only if they are targeted to people 18 years or older.

Learn More in our Business Help Center

14. Promotion of Prescription Drugs

Ads may not promote prescription drugs without prior written permission.

The following entities are eligible to apply for permission from Facebook: online pharmacies, telehealth providers, and pharmaceutical manufacturers.

Learn how to apply for permission

1. Disruptive Content

Videos and other similar ad types must not use overly disruptive tactics, such as flashing screens.

2. Entertainment Related Restrictions

Ads for movie trailers, TV shows, video game trailers, and other similar content intended for mature audiences are only allowed with prior written permission from Facebook and must target people who are 18 years or older. Excessive depictions of the following content within these ads are not allowed:

1. You must not use targeting options to discriminate against, harass, provoke, or disparage users or to engage in predatory advertising practices.

2. If you target your ads to custom audiences, you must comply with the applicable terms when creating an audience.

1. Relevance

All ad components, including any text, images or other media, must be relevant and appropriate to the product or service being offered and the audience viewing the ad.

2. Accuracy

Ads must clearly represent the company, product, service, or brand that is being advertised.

3. Related Landing Pages

The products and services promoted in an ad's text must match those promoted on the landing page, and the destination site must not offer or link to any prohibited product or service.

Learn more about ad quality best practices that can improve ad performance.

1. Account Numbers

Ads must not request account numbers, including frequent flyer numbers, loyalty card numbers, or cable or telephone account numbers without our prior permission.

2. Criminal History

Ads must not request information regarding criminal or arrest history without our prior permission.

3. Financial Information

Ads must not request financial information, including bank account numbers, bank routing numbers, credit or debit card numbers, credit scores, income, net worth or how much debt someone has without our prior permission.

4. Government Issued Identifiers

Ads must not request government-issued identifiers, including Social Security numbers, passport numbers or driver's license numbers without our prior permission.

5. Health Information

Ads must not request health information, including physical health, mental health, medical treatments, medical conditions or disabilities without our prior permission.

6. Insurance Information

Ads must not request insurance information, including current insurance policy numbers, without our prior permission.

7. Political Affiliation

Ads must not request information regarding political affiliation.

8. Race or Ethnicity

Ads must not request information regarding race or ethnicity without our prior permission.

9. Religion

Ads must not request information regarding religion or philosophical beliefs without our prior permission.

10. Sexual Orientation

Ads must not request information regarding sexual orientation or information about the sexual life of the individual, including what gender(s) the person prefers to date, without our prior permission.

11. Prefill Questions

Ads must not request the same or substantially similar information that you could use a Prefill Question to request.

12. Trade Union Membership

Ads must not request information regarding trade Union membership status without our prior permission.

13. Usernames or Passwords

Ads must not request usernames or passwords, including usernames and passwords for existing and new accounts, without our prior permission. If you want to direct people to sign up for an account with your site or service, you should use the Clicks to Website or Website Conversions objective when you run your ads.

1. Brand Endorsement

Ads must not imply a Facebook or Instagram endorsement or partnership of any kind, or an endorsement by any other Facebook Company.

2. Brand Usage in Ads

Ads linking to Facebook or Instagram content (including Pages, groups, events or sites that use Facebook Login) may make limited reference to “Facebook” or “Instagram” in ad text for the purpose of clarifying the destination of the ad.

Ads should not represent the Facebook brand in a way that makes it the most distinctive or prominent feature of the creative.

Facebook brand assets should not be modified in any way, such as by changing the design or color, or for the purpose of special effects or animation.

3. Copyrights & Trademarks

All other ads and landing pages must not use our copyrights, trademarks, or any confusingly similar marks, except as expressly permitted by the Facebook Brand Resource Center and the Instagram Brand Resource Center, or with our prior written permission.

4. User Interface Screenshots

When featuring the Facebook, Messenger or Instagram User Interface (UI) in an ad, it must accurately depict how the UI currently appears and functions in product. If an action or functionality depicted cannot happen in the current product or within the current UI then it cannot appear to happen in an ad.

Depictions of the UI in ads must be featured within the context of a relevant device (ex, mobile or desktop) and as permitted by the Facebook Brand Guidelines or Instagram Brand Guidelines.

The UI may not be modified in any way, including, but not limited to: adding special effects, interference or animation. Glyphs or elements of the UI may not be used separately or individually.

1. Ensure any ad data collected, received or derived from your Facebook or Instagram ad (“Facebook advertising data”) is only shared with someone acting on your behalf, such as your service provider. You are responsible for ensuring your service providers protect any Facebook advertising data or any other information obtained from us, limit their use of all of that information, and keep it confidential and secure.

2. Don’t use Facebook advertising data for any purpose (including retargeting, commingling data across multiple advertisers’ campaigns, or allowing piggybacking or redirecting with tags), except on an aggregate and anonymous basis (unless authorized by Facebook) and only to assess the performance and effectiveness of your Facebook advertising campaigns.

3. Don’t use Facebook advertising data, including the targeting criteria for your ad, to build, append to, edit, influence, or augment user profiles, including profiles associated with any mobile device identifier or other unique identifier that identifies any particular user, browser, computer or device.

4. Don't transfer any Facebook advertising data (including anonymous, aggregate, or derived data) to any ad network, ad exchange, data broker or other advertising or monetization related service.

1. The Advertising Policies apply to (1) ads and commercial content served by or purchased through Facebook, on or off the Facebook services, including ads purchased under AAAA/IAB Standard Terms and Conditions, (2) ads appearing within apps on Facebook, and (3) ads on Instagram. Your use of Facebook’s advertising products and services is part of “Facebook” under Facebook’s Statement of Rights and Responsibilities (https://www.facebook.com/legal/terms, the “SRR”) and is subject to the SRR.You may be subject to additional terms or guidelines if you use Instagram or certain Facebook advertising-related products or services.

2. Advertisers are responsible for understanding and complying with all applicable laws and regulations. Failure to comply may result in a variety of consequences, including the cancellation of ads you have placed and termination of your account.

3. We do not use sensitive personal data for ad targeting. Topics you choose for targeting your ad don't reflect the personal beliefs, characteristics or values of the people who use Facebook or Instagram.

4. Once displayed, ads are public information. Ads may be re-shared and accessed outside of the targeted audience, including from the Facebook Page running the ads or within Facebook Products. If users have interacted with your ad, your ad may remain on Facebook products (for example, shared until the users delete it or visible to users through their account tools). If your ad is a political ad, it will be displayed in our Ad Archive. This means that Facebook may display (at no cost to you) and provide access to the ad content and creative, as well as information about the ad campaign (such as total spend and delivery data) for a period of seven (7) years from the completion of your order. Facebook may disclose your advertising content, and all information associated with your advertising, to a governmental entity or body if Facebook believes that disclosure would assist in a lawful investigation.

5. If you are managing ads on behalf of other advertisers, each advertiser or client must be managed through separate ad accounts. You must not change the advertiser or client associated with an established ad account; set up a new account. You are responsible for ensuring that each advertiser complies with these Advertising Policies.

6. We reserve the right to reject, approve or remove any ad for any reason, in our sole discretion, including ads that negatively affect our relationship with our users or that promote content, services, or activities, contrary to our competitive position, interests, or advertising philosophy.

7. For policies that require prior written permission, Facebook or a Facebook Company may grant these permissions.

8. These policies are subject to change at any time without notice.