Why are my Facebook Ads being Rejected?
Social media is a useful tool to reach and engage with a wider audience. The information that Facebook contains about each user is vast. Having that data at your fingertips allows you to focus your advertising dollars on a narrow group of potential customers. When a business relies on Facebook advertising to sell product or find leads, it can be detrimental if your ad account were to be suspended.
Why Suspensions Happen
Facebook has ad rules and policies in place to help filter any harmful, sensitive, or discriminatory content. When an ad is passed through the review process your content is screened for terms and images that violate their guidelines. Most of the time, if an ad is rejected it is not because of malicious intent, but because of unintentional Facebook ad mistakes. Here are a few examples of policies to be aware of so you do not fall subject to these common ad mistakes.
“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.”
This is one of the most common policies to trip up marketers. Facebook doesn’t allow for ads to refer to anyone by their personal characteristics. Phrases that assert or imply any type of personal trait will likely be flagged and rejected.
Certain ad topics and keywords are restricted by Facebook. Categories such as housing, employment, sensitive issues, politics, illegal activities, tobacco related products, personal health, social issues, and more are monitored by Facebook and look for flagged terms to ensure this content is not approved. An ad that does not break any policies may still be rejected if the ad contains a triggering keyword. Terms like, “mortgages,” “income,” or “weight loss” are flagged because they are usually associated with Facebook’s restricted content.
Advertising with content that promotes losing weight, focuses on a specific body part or could imply any negative self-perception goes against Facebooks personal health guidelines. Content with zoomed in body parts, before and after images of physical attributes, or anything that expresses negativity to physical appearances would be considered uncompliant.
Why this is Important
Understanding Facebook’s advertising policies is important. If content is repeatedly rejected, Facebook can suspend or permanently lock your ad account. This usually happens without warning and can be difficult to appeal.