What content is prohibited in Meta ads?

What are Meta's general advertising standards?

Meta's Advertising Standards provide detailed guidance on the types of ad content allowed and prohibited across its technologies. All advertisers must comply with these standards, as well as Meta's Community Standards, when running ads on platforms like Facebook and Instagram. These policies require advertisers to follow laws in their jurisdiction, avoid discriminatory practices, and refrain from selling illegal or unsafe substances.

Meta prohibits ads that promote products, services, schemes, or offers using deceptive or misleading practices, especially those designed to scam people out of money or personal information. Additionally, ads must not contain shocking, sensational, or excessively violent content, certain adult content, or profanity. Ads are also forbidden from sharing or asking for private information about users, or violating the intellectual property rights of any third party, including copyright or trademark. If a violation is identified at any point during the ad review process, the ad will be rejected. Repeated or severe violations may lead to restrictions on the Business Account or its associated assets.

What illegal or unsafe content is prohibited?

Meta's policies strictly require all advertisers to comply with the laws in their jurisdiction and not sell illegal or unsafe substances. This means advertisers cannot run ads that promote the sale or use of illicit or recreational drugs, or other unsafe substances, products, or supplements, as determined by Meta at its sole discretion.

Specific prohibitions include ads that promote the sale or use of weapons, ammunition, or explosives. Ads must also not promote the sale or use of tobacco or nicotine products and related paraphernalia. The sale of human body parts or fluids, hazardous goods and materials, and peer-to-peer sales or trade of live non-endangered animals (including ambiguous contexts) are also prohibited. Ads reported by governments, court orders, non-governmental organizations, or the public as violating local law may be removed.

What discriminatory practices are not allowed?

Meta prohibits advertisers from using its ad products to discriminate against people. Ads must not discriminate or encourage discrimination based on personal attributes such as race, ethnicity, color, national origin, religion, age, sex, sexual orientation, gender identity, family status, disability, or medical or genetic condition.

This policy means advertisers cannot use audience selection tools to wrongfully target or exclude specific groups of people from seeing their ads. Advertisers are also required to comply with applicable laws that prohibit discrimination, particularly in connection with offers of housing, employment, and financial products and services. For example, any United States advertiser or advertiser targeting the United States, Canada, or certain parts of Europe that is running financial products and services, housing, or employment ads, must self-identify as a Special Ad Category and run such ads with approved targeting options.

What deceptive or misleading content is prohibited?

Meta's policies prohibit ads that promote products, services, schemes, or offers using deceptive or misleading practices. This includes content designed to scam people out of money or personal information. Ads must also comply with the Community Standard on Prohibited Commercial Practices.

Other objectionable material is also prohibited, such as content that implies or attempts to generate negative self-perception to promote diet, weight loss, or other health-related products. Meta prohibits ads that include content debunked by third-party fact-checkers, and advertisers who repeatedly post false information may face restrictions on their ability to advertise. Ads must not exploit crises or controversial events for commercial purposes, use phishing or social engineering to capture sensitive information, or promote malicious code like malware or spyware. All ad components, including text, images, or other media, must be relevant to the product or service being offered.

How do Meta's policies address personal attributes and privacy?

Ads must not contain content that shares or asks for private information about users. Furthermore, ads are prohibited from asserting or implying personal attributes, either directly or indirectly. This includes implications about a person’s race, ethnicity, religion, beliefs, age, sexual orientation or practices, gender identity, disability, physical or mental health (including medical conditions), vulnerable financial status, voting status, membership in a trade union, criminal record, or name.

Advertisers are also restricted in the types of information they can request through lead ads questions without Meta's prior written permission. Specifically, ads must not request information regarding political affiliation. Additionally, ads must not request information regarding race or ethnicity, religion or philosophical beliefs, or sexual orientation or information about an individual's sexual life, including what gender(s) the person prefers to date, without explicit prior permission.

Common questions

What happens if an ad violates Meta's policies?

If a violation is found at any point in the review process, the ad will be rejected. The Business Account or its assets may also face restrictions, especially for repeated or severe policy breaches.

Can I promote the sale of animals on Meta?

Ads must not promote peer-to-peer sales or trade of live non-endangered animals. This includes situations where the nature of the sale or trade is unclear, to prevent ambiguity and potential policy violations.

Are there specific rules for ads about housing, employment, or financial products?

Yes, advertisers in the United States, Canada, or certain parts of Europe running financial products and services, housing, or employment ads must self-identify as a Special Ad Category. They must also run such ads with approved targeting options to comply with anti-discrimination laws.

Can I use content that implies negative self-perception in my ads?

No, Meta prohibits objectionable material such as content implying or attempting to generate negative self-perception. This rule applies particularly to ads promoting diet, weight loss, or other health-related products.

Can I ask for a user's political affiliation in a lead ad?

No, ads must not request information regarding political affiliation. Additionally, requesting information about race, ethnicity, religion, philosophical beliefs, or sexual orientation requires Meta's prior written permission.