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When you run as many Facebook ads as we do, you will undoubtedly have a few ads get denied by Facebook’s system. It can be scary and frustrating when you get an ad denied. Facebook’s system is very sensitive and is focused on protecting consumers from ads that are offensive, harassing or inflammatory. While this is a great protocol to have in place, it also can be triggered by harmless ads that simply have wording that MIGHT be misconstrued by someone. Essentially, Facebook wants you to be able to hyper-target individuals with your content, but not single them out with your message by an identifying characteristic. Kind of weird, right? My biggest issue with this system is that, when denying your ad, it doesn’t give you any kind of insight on how to fix it. Well, you are in luck. I did some digging and found out exactly why Facebook denies ads and some examples of how to fix your ads so they will be approved.

Before we dig in, its important that you understand the policy.

“Facebook ads must not contain content that asserts or implies 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, membership in a trade union, criminal record, or name.”

Super clear and straightforward, right? Just in case there is some confusion, here are the reasons why your Facebook ads are getting denied!

Race

• Approved: Meet Hispanic men online now
• Approved: Find black singles today
• Denied: Meet other black singles near you

Religion or Philosophical Beliefs

• Approved: Date Christian singles
• Approved: Looking for Buddhists near you?
• Approved: Meet Hindu singles online now
• Denied: Meet other Buddhists
• Denied: Are You Christian?

Age

• Approved: Meet Seniors
• Approved: A service for teens
• Denied: Meet other Seniors
• Denied: Meet other Buddhists

Sexual Orientation or Sexual Behavior

• Approved: Atlantis Gay Cruises
• Approved: Gay Dance Clubs
• Approved: Gay Dating online now
• Denied: Are you gay?
• Denied: Meet other lesbians now

Gender Identity

• Approved: Come meet transsexual singles
• Approved: A monthly meetup for trans persons and trans allies
• Denied: Questioning your gender identity?
• Denied: Meet other trans women at our monthly meetup

Disability or Medical Condition

• Approved: Bulimia counseling available
• Approved: Depression counseling
• Approved: New diabetes treatment available
• Denied: Do you have diabetes?
• Denied: Depression getting you down? Get help now
• Denied: Treat your anxiety with these helpful meditations

Financial Status or Information

• Approved: We have financial services to cover every financial need
• Denied: Broke? Bankrupt? Check out our services

Membership in a Trade Union

• Approved: Be a part of our Union today
• Denied: Dislike your Union rep? Join our union today

Criminal Record

• Approved: Services to clean up any previous offenses
• Denied: Are you a convicted felon?

Name

• Approved: We print customizable t-shirts and stickers with your name
• Denied: Billy Taylor, get this t-shirt with your name in print
• Denied: It’s a Billy thing (if his/her name is Billy)

As you can see from the above examples of approvals and denials, Facebook really doesn’t want you to use anyone’s personal traits against them in the name of business. I find that very interesting considering the level of targeting that is available. So how can you make sure your ads get approved? Follow these guidelines:

• Avoid using the word “you." This explicitly implies that you are trying to single out the recipient of the message.
• Focus your ad content on the product or service you are trying to advertise. Talk about the benefits and value!
• Avoid using the word “other” or “others." This indirectly groups users with other users just like them.

If your Facebook ads get denied for being against advertising policies, don’t panic. Take a breath and rework your copy to ensure that you aren’t unintentionally singling out users based on personal attributes. If you have any questions about this, we are happy to help! Connect with us on Facebook, Twitter, LinkedIn or Instagram!