Facebook can be really strict when approving an advertisement. You may have encountered an ad disapproval before. The list of principles is quite extensive and we will not lie to us, nobody reads it properly. We have done the work for you and we bring you an overview of the most important rules for advertising on Facebook. What to avoid in promoted posts and what to do if Facebook rejects your ad?
The ad approval process
Let’s start from scratch first. How does the approval process actually work? After you run or edit your ad, Facebook will submit it for review. You will receive a notification when the check is complete. At best, the scheduled ad is running, at worst, it’s been disapproved. If it was rejected, it means that you probably broke some of the rules.
Basic rules of Facebook
The rules for advertising on Facebook, which you should know as an advertiser, are divided into three groups:
1. Community principles
Community policies apply to all profiles, not just corporate profiles. For the most part, these are rules that (hopefully) do not need to be reminded of anyone – you should not express yourself in hatred, promote any kind of discrimination, xenophobia, criminal behavior or bullying, promote drugs, violence, weapons, drugs, pornographic contributions and the like.
2. Policies for sites, groups and events
Here is a list of all the rules that should interest you if you are in charge of online marketing. For some mysterious reason, these principles are only in English (unlike all the others), but with the help of a translator, you can definitely help. In addition, we have summarized the most important points for you later in the article.
Tip: Learn what online marketing is and how it works.
3. Principles for advertising
This point should be of most interest to you if you are in charge of advertising. In the Advertising Policy, you will find all the reasons why Facebook reserves the right to reject your advertising. In addition, the approval process, ad targeting, logo display rules, and lots of other useful information are explained here. So let’s take a look at where the dog is most often buried.
5 most common mistakes in posts – what to watch out for
These are the five most common mistakes that you may have inadvertently violate the advertising rules on Facebook.
1. Promotion of prohibited products
There are products that Facebook considers banned. These are, for example, tobacco products and medicines. The advertisement should not contain any weapons, erotic aids or the like. But it doesn’t have to be just a problem with the ad itself. Facebook also checks the content of the landing page. So if you’re referring in your ad to sites that sell weapons or ammunition, for example, expect them to disapprove it.
2. Unauthorized conditions of competitions
Contest terms are probably the most common issue with disapproved ads and blocked accounts. You can find them in the Facebook rules under the Data Collection tab on sites, groups and events where they are referred to as promotions. Under the promotion management, you will read that:
- It is not allowed to use a personal timeline or connection with friends.
- The competition must have official rules.
- The post must include two paragraphs on Facebook’s exemption from obligations and a disclaimer that Facebook has nothing to do with the competition.
So sentences like “Share a post on your timeline and tag at least two of your friends!” May not pay off at all. In such cases, it often happens that Facebook not only rejects your advertisement, but also blocks your entire account, so you can re-chat with your fan base.
3. Sensational content
Another thing that an ad on Facebook should not contain is so-called sensational content. Below that, you can imagine, for example, controversial product photos or a label that encourages hatred. Another example that Facebook lists as banned is, for example, an ad capturing the squeezing of pimples.
In addition, Facebook also does not like the abuse of the crisis, political posts or the spread of misinformation. We recommend that you avoid these types of content when determining your communication strategy.
4. Personal assumptions about the targeted person
This is also a very common problem. How many times have you come across an ad on Facebook like “Does XY hurt? We have a solution for you… ”or“ Do you have a newborn at home? Then XY will come in handy. ”? Instead, try to formulate your content so that it doesn’t look targeted – “Our product helps with XYZ, and it’s also a design complement.”
Facebook doesn’t like it if you abuse its features. And this is especially true for reactions. Posts like “If you prefer summer, like. If it’s winter, give me a heart. ”They are widespread and very functional in terms of engagement, but when it comes to approving ads, they are a bit of Russian roulette. The exception is if you use a complete series of reactions when voting (this is fine according to Facebook rules), or if it is an organic reach.
The error may not be on your side
If you encounter an ad disapproval, you should look for the incriminated post in the Ad Center to find out what’s wrong with it. If you find a problem, you can edit the post and resubmit it for approval.
But it often happens that approval bots are just hypersensitive or paranoid and you won’t find a mistake on your part – because you didn’t break the rules of advertising on Facebook. In this case, don’t be afraid and ask for support content review.
Review of the paper
When you request a review of a post, the ad will no longer be approved by the bot, but by the person. You should then receive an answer from him within 24 hours. At best, they will approve your ad, at worst, you have one last chance – write an email directly to support and wait for a response.
What the worst can happen?
If Facebook determines that a policy violation has occurred on your part, it can punish you in several ways: reject the ad, block the ad account, block the company page, or even block your personal account.
What to do if my ad account is blocked
If Facebook decides to block your advertising account, you can contact support, fill out the form, and wait for it to be pardoned. But it rarely happens that they get back to you from support at all. Expecting them to reactivate your account is then more like waiting for a miracle. But even these sometimes happen. If you haven’t received support and your account remains suspended, you can at least export and manage your ads from another account.
Tip: The new account should have nothing to do with the previous one. So you should create it from a different profile and with a different credit card.
When Facebook blocks your page, you can start over
In the event of a strict or repeated violation of the conditions, Facebook may block your entire page or even your personal profile. You can then request that the account be unblocked, but this will not happen in most cases. In that case, you have only one option – to start completely from scratch.
Attention: If you request to unblock the account, Facebook will also want to scan the identity card of the person to whom the account is registered. According to the rules of Facebook, the profile must be registered in your real name.
Study the rules of Facebook for advertising, you will avoid problems
It is probably clear to you that it is best not to solve the blockage at all. Therefore, we recommend that you first read the rules of advertising on Facebook properly and be careful not to violate them. If there is a snag, solve it with a calm head. Maybe it’s just a shoe mistake.