There’s hardly anything more annoying than putting together an advertising campaign and then getting the Facebook ad rejected notification, which can happen if you don’t avoid objectionable content. You’re not the only advertiser who is perplexed by the issue of Facebook ads not being delivered. The rejection of the advert seems to be based on the advertiser’s failure to follow the set guidelines on the use of Facebook.
Advertisers may be well-intentioned, but the intricacies involving misleading and harmful advertising are many and complicated, even to the most seasoned advertisers on Facebook. This guide will discuss the primary reasons for advertisement rejection and violation and what you can do to dispute them with business support. So, let’s begin!
Why Your Facebook Ad was not Approved?
If your Facebook ad is rejected, it was because it broke one or more of Facebook’s advertising policies. Here are five reasons that Facebook ads commonly get rejected and disapproved.
1. Unacceptable Content
Facebook has a ban on some content types but also has moderation practices for others to ensure compliance with community standards. If, for some reason, your advertisement falls into such categories, it will be blocked perpetually.
Violations include misleading advertisements, which can lead to your ad being rejected a lot.
- Raising and promoting crime
- Exploitation, abuse, and nudity of children
- Hateful practices
- Dangerous Individuals and Organizations
- Discrimination
- Exploitation of humanity
- Geolocalized unlawful content, products, or services
- Disinformation
- Discouragement of vaccines
To further expound on this, advertising illegal activities such as illicit drugs, counterfeit documents or currency, hacking services, illegal gambling, and others is disallowed. Even the vaguely supportive advertisement of such “criminal” activities will invite a block, leading to a rejected advertising account.
Recreational drugs and paraphernalia are on the prohibited list, and ads promoting them will likely lead to account issues. This includes cannabis (even legally), bongs, pipes, and other substances that can be posted on the site. Facebook’s policy prohibits the sale or use of illicit drugs and the misuse of prescription drugs. It further prohibits the discouragement of vaccines and their misinformation.
Misinformation is a problematic topic for Facebook to tackle. The adage, “one person’s truth is another’s lie,” is a reality. If your advertisement includes claims, then you may have to validate them or be barred from advertising.
2. Restricted Goods and Services
Facebook follows the law on advertising in specific regions; therefore, certain goods and services are prohibited.
- Restricted goods and services
- Alcohol
- Commercial exploitation of crises and controversial events
- Dating ads
- Hazardous goods and materials
- Health and wellness
- Historical artifacts
- Sale of human body parts and bodily fluids
- Sale of animals, non-endangered and endangered
- Tobacco and related products
- Weapons, ammunition, or explosives
- Pharmaceuticals and illicit drugs
- Treatment for drug and alcohol addiction
- Financial services, insurance, and crypto
- Online gambling and gaming
Age restrictions comprise most of this kind of advert. There are restrictions on alcohol, gambling, e-cigarettes, and other adult products. They are permitted but on strict conditions only. They seem to have to reach the right age groups (e.g., 21+ for alcohol in America) and cannot show children.
Not using age targeting or targeting children’s content (e.g., cartoon pictures for liquor) will result in disapproval. However, adult media ads (e.g., adult content) or erotic content are disallowed or strictly banned. Always review Facebook’s policy on age-restricted content and ensure your targeting and ad creatives adhere to their guidelines.
Gambling and crypto ads are permitted but only when Facebook has given explicit written approval. You can anticipate rejection if you attempt to market prescription drugs, online pharmacies, or over-the-counter vitamins with unproven claims. Facebook mandates certification of online pharmacies and prohibits ads for the sale of most medicines to avoid issues with advertising accounts. Unproven health supplements or so-called miracle cures are not allowed under the policy on misleading or dangerous products.
Facebook also has specific dating ad rules. Dating services are pre-approved on Facebook and will have to follow rules (e.g., 18+ only targeting). Even in the case of approval, dating ads would typically have to carry a “Dating” disclaimer and adhere to content rules to prevent offense.
3. Objectionable Content
Facebook is very much opposed to what constitutes ‘objectionable’ content, and these vary from sexual exploitation to harassment.
Objectionable content encompasses:
- Nudity and sexual activities
- Sexually explicit content
- Sexually explicit language and solicitation directed at adults
- Harassment and bullying
- Cursing and slurs
- Doxxing and breaches of privacy
- Violent or graphic imagery and content
- Acts of self-injury, suicide, and disordered eating
Among the many reasons for an ad to have a disapproved status, objectionable content is the most common one cited, which can result in a rejected advertising account. Ads featuring sexual content, exploitation and traffic of persons, solicitation, use of explicit language, and violent portrayal of acts will always be disapproved, which can lead to a rejected advertising account. Facebook’s ad algorithm has the ability to identify and block such ads from being submitted for approval.
Another, however, less explicit type of ad deals with the topic of personal attributes. Facebook prohibits the publication of ads that comment on or make reference to sensitive personal characteristics of a user or imply that the advertiser has information or knowledge of the other user.
For instance, violating that policy is an ad that states, “Meet other LGBTQ singles on our app.” Citing or hinting at a person’s race or ethnic group, religion, sexual orientation, gender, health condition, financial situation, and many other attributes is prohibited for your ad copy.
4. Dangerous Content
Facebook does not allow the advertisement of products and substances that are considered dangerous, which can result in a rejected ad and affect your advertising account. Such products include illicit and recreational drugs, as well as other hazardous substances and supplements.
The goal of such a policy is to control the advertising of products that are injurious or may promote illegal activities. Another group of content that is considered dangerous is weapons, ammunition, and explosives. This policy also covers accessories for the modification of firearms.
Tobacco and products related to it are not exempt from restricted content. Products such as tobacco and nicotine, as well as paraphernalia associated with them, are also limited.
5. Intellectual Property Infringement
Intellectual property infringement is one of the significant reasons that Facebook ads are banned, since it defends the interests of third parties and also its own interests. The policy prohibits the advertising or sale of counterfeit products that are imitated and branded by other companies, thus helping in intellectual property and authenticity protection.
Facebook has put in place safeguards against brands using misleading meta endorsements, unauthorized use of trademarks, and inapposite depiction of interface elements in advertisements. Facebook permits advertisement of social issues, elections, and politics as long as they comply with applicable laws and the permissions processes as established by Meta.
For the protection of the democratic process, certain election-related content can be restricted or removed in specific locations in the lead-up to voting to mitigate promotion or interference.
What can I do if my Facebook ad is rejected?
In case Facebook ads have been rejected, the user has the following as possible actions or outcomes:
- Edit a previously rejected ad and fix it to bring it in line with the policy that was violated.
- Request reconsideration of the review for the ad.
Keep in mind that you won’t be able to resolve the issues with it, and it getting rejected is very possible. Make sure to review the copy, image, and the landing page, and check that it aligns with Facebook Advertising Policy.
Conclusion
Understanding Meta’s advertisement policies, as they pertain to Facebook or Instagram, is critical to managing effective advertisement campaigns. Practicing the ad policies will lead to avoidance of ad rejections, enhancing the advertising experience from the user’s perspective as well. From all forms of advertising, whether they be promotional or cause-centric, efficient time management comes from understanding the dos and don’ts of advertising to avoid rejected ads.
Vijay Sood is a seasoned digital marketer with a passion for driving online growth and innovation. With a robust background in developing and executing comprehensive digital strategies, Vijay excels in leveraging SEO, content marketing, and social media to boost brand visibility and engagement. His expertise lies in transforming data-driven insights into actionable marketing campaigns, helping businesses achieve their digital objectives.
