Facebook advertising guidelines overview

Overview

Before your Facebook Ad is displayed, it will be reviewed by Facebook’s advertising team to ensure it aligns with their Advertising Policies.

In this guide

We’ll review the most important elements to help you create ads that respect Facebook’s policies:

Common mistakes

Personal attributes

Ads must not contain content that asserts or implies personal attributes, such as 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.

For example, your ad may feature the headline, “Meet Seniors”. Your ad may not say, “Meet other Seniors”, because it implies what you know about the recipient’s personal attribute (age). Learn more on Facebook’s policy website here.

Sexually suggestive content

Ads must not contain adult content. This includes nudity, depictions of people in explicit or suggestive positions, or activities that are overly suggestive or sexually provocative.

For examples of imagery that are and are not allowed, visit Facebook’s policy website here.

Use of the Facebook brand

Ads linking to Facebook or Instagram content (including Pages, groups, events or sites that use Facebook Login) may make limited reference to “Facebook” or “Instagram” in ad text for the purpose of clarifying the destination of the ad. Ads should not represent the Facebook brand in a way that makes it the most distinctive or prominent feature of the creative. Facebook brand assets should not be modified in any way, such as by changing the design or color, or for the purpose of special effects or animation. For example:

Do:

  • always display the word “Facebook” in the same font size and style as the text surrounding it
  • always capitalize the word “Facebook”, except when it’s part of a web address

Do not:

  • pluralize the Facebook trademark, abbreviate it as “FB” or use it as a verb
  • use the “f” or Facebook logos in place of the word “Facebook” in ad copy
  • use the Facebook corporate logo in an ad. The logo is reserved for corporate use

Use of text in ad images

Ad images that contain less than 20% text perform better. For this reason, ads containing excessive text may reach fewer people or may not be displayed by Facebook at all. Try to use little or no image text when possible.

You may use Facebook’s free tool here to check how much text your image contains. Or, visit the Facebook policy website here to learn more about these guidelines.

Prohibited ad content restricted ad content

Ads containing these types of content will not be displayed by Facebook:

  • Violations of Facebook’s community standards
  • Illegal products or services
  • Discriminatory practices
  • Tobacco products
  • Drugs and drug-related products
  • Unsafe supplements
  • Weapons, ammunition, or explosives
  • Adult products or services
  • Adult content
  • Third-party infringement
  • Sensational content
  • Personal attributes
  • Misleading or false content
  • Controversial content
  • Links to non-functional landing pages
  • Surveillance equipment
  • Poor grammar, incorrect punctuation, or profanity
  • Personal health and before/after images
  • Payday Loans, Cash Advances and Bail Bonds
  • Multi-level marketing
  • Penny auctions
  • Counterfeit documents
  • Low quality or disruptive content
  • Spyware or malware
  • Automatic animation
  • Unauthorized streaming devices
  • Circumventing systems
  • Prohibited financial products and services

To learn more about these topics, please visit Facebook’s policy website here.

Restricted ad content

Ads containing these types of content may be limited in their display, or not displayed at all, at Facebook’s discretion:

  • Alcohol
  • Dating
  • Real money gambling
  • State lotteries
  • Online pharmacies
  • Supplements
  • Subscription services
  • Financial services
  • Branded content
  • Student loan services
  • Politics or issues of national importance
  • “Paid for by” disclaimers
  • Cryptocurrency products and services
  • Drug and alcohol treatment centers

To learn more about these topics, please visit Facebook’s policy website here.

Safe ad targeting

Ad targeting or audience segmentation may not be used to discriminate against, harass, provoke, or disparage users or to engage in predatory advertising practices. If you target your ads to custom audiences, you must comply with the applicable terms when creating an audience.

Ad relevance and accuracy

Relevance

All ad components, including any text, images or other media, must be relevant and appropriate to the product or service being offered and the audience viewing the ad.

Accuracy

Ads must clearly represent the company, product, service, or brand that is being advertised.

Related Landing Pages

The products and services promoted in an ad's text must match those promoted on the landing page, and the destination site must not offer or link to any prohibited product or service.

Further reading