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
Religion or Philosophical Beliefs
Age
Sexual Orientation or Sexual Behavior
Gender Identity
Disability or Medical Condition
Financial Status or Information
Membership in a Trade Union
Criminal Record
Name
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:
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!