Picture this: you’ve crafted the perfect Facebook post with an appropriate image and engaging caption for your followers. You’re planning to use it for an upcoming ad campaign, and all of the elements have been optimized for the best possible results. You hit publish and in a matter of hours, you get a notification: “Your ad was rejected.”
If it’s anything like the majority of content creators, the simplest facebook policy violation can affect your entire ad campaign. Learn the facts behind the most common policy violations so that you can avoid having your next ad rejected.
How to Respond When Ads Get Rejected
When you receive the notification that your ad was rejected, you have two options: request an additional review and wait 24-48 hours or try again. Whether you’re promoting your Facebook page, creating a sales carousel, or boosting a recent post, there are a number of factors that can affect ad eligibility.
If you’ve recently had a Facebook ad rejected, be sure to review the reason under “Account Quality” in the Business Center. Once you understand why your ad was rejected, you’ll be able to make better decisions about future campaigns.
Top 3 Facebook Policy Violations
For many content creators, moving your ad from rejection to approval could be a simple fix such as enlarging the image or making sure the landing page is accurate. On the other hand, your post content might not abide by the advertising policies. Take a look at the most common Facebook policy violations that could be affecting your ad account.
- Personal Attributes
- Social Issues
- Discriminatory Practices
1) Personal Attributes
According to Facebook, personal attributes are defined as, “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.”
In other words, Facebook wants to remain as objective as possible. Avoid using words such as “you”, “yours”, or “other” when referring to the user. While you may mean well, singling out a particular group or individual causes segregation and isn’t in accordance with the ad guidelines. To avoid having future ads rejected, keep this example in mind:
- BAD: Find other Christian singles near you!
- GOOD: Meet Christian Singles
2) Social Issues
Another policy violation that is becoming more controversial is related to social issues. According to Facebook, social issues are defined as “sensitive topics that are heavily debated, may influence the outcome of an election or result in/relate to existing or proposed legislation. We require increased authenticity and transparency to run social issue ads that seek to influence public opinion through discussion, debate, or advocacy for or against important topics, like Health and Civil and Social Rights.”
Since every country and state faces a number of different social, electoral, and political issues, it’s important to pay attention to your ad copy. In the United States, the following topics are being heavily monitored:
- civil and social rights
- environmental politics
- political values and governance
- security and foreign policy
For the majority of small business owners, your social media posts may not represent the political climate of the 21st century. However, if your products or services reference any of the aforementioned topics, your ads could be at risk or you may have to include a disclaimer. To avoid having future ads rejected, keep this example in mind:
- BAD: Renewable energy is the only way to preserve our planet.
- GOOD: New smart solar panels can lower your energy bills.
3) Discriminatory Practices
While advertisers on Facebook may not intentionally discriminate against different users, certain ad settings may result in discriminatory practices. According to Facebook, “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.”
Due to the number of laws protecting people’s rights, Facebook has set up an option for special ad categories, or more specifically, offers of housing, employment, or credit. These categories help advertisers within the United States run ads by enabling approved targeting options. If your post has content related to housing, employment, or credit, it’s important to select this option and stay within the appropriate guidelines to avoid having your ads rejected.
Pay Attention to Your Post Content
Although we may not know how the millions of Facebook Ads are reviewed, we do know it’s a combination of both automation and human interaction. With that being said, ad rejections may not always stick. If you’re confident in what you’re posting, don’t hesitate to ask for a second review. You may find that your ad was good to go after all.
Need more social media advice? Contact our team of content experts for more information.