G E T I T R I G H T

Get the Basics Right

When creating ads, it is important to Get It
Right
with acceptable text and images that align with
our companys value and proposition. When
you Get It Right, you can accomplish several
goals, including giving your audience a better
impression of your company, long-term
goodwill and a higher ad relevance score.
Giving a better impression can increase trust.
And a higher relevance score can improve
your bidding price and ad delivery.

However, creatives that violates policy will

increase your cost and your risk of being
suspended or having your account blocked. It
can also negatively impact your brand image
and business integrity.
How ad policy review
works
H O W A D P O L I C Y
R E V I E W W O R K S
Two core ad policy
principles
BUSINESS MODEL

Is the advertisers business model on

Facebook
appropriate?
USER RESPONSE TO AD
CONTENT

Does it improve user experience?

Two main overarching

rules
Ads can and should improve user
experience

Advertisers and the ads should not

undermine the trust between Facebook
and its users
G E T I T R I G H T

Avoid Advertising Policies

Minefields

SHOCKING,
SEXUAL & EXCESSIVELY
SEXUALLY UNSUBST ANT I AT E D
VIOLENT OR & EXAGGER AT ED
SUGGESTIVE DISRESPECTF APP SCAMS
CONTENT CLAIM S
UL CONTENT

ADULT & BAD

LANGUAGE IDEALIZED ADULT
HEALTH
BODY CONTENT
 S E X U A L & S E X U A L LY
SUGGESTIVE
CONTENT

Sexualised & adult-themed

content must be managed
appropriately
Ads with content that is overly suggestive or
sexually provocative, which cause high amount of
negative feedback and diminish user experience,
are not allowed.

SEXUAL & SEXUALLY SUGGESTIVE CONTENT

 SEXUAL & SEXUALLY SUGGESTIVE CONTENT

Implied nudity that hints at or gives the

impression of nudity, and nudity with censored
or bars to cover body parts are considered
implied nudity and therefore, not allowed.
 SEXUAL & SEXUALLY SUGGESTIVE CONTENT

Other types of sexual

suggestion such as See-through clothing
suggestive licking or biting showing private parts and
of lips or placing fingers or excessively exposed
phallic items in the mouth cleavage or skin is not
are not allowed. allowed.
 SEXUAL & SEXUALLY SUGGESTIVE CONTENT

Zoomed in images of Implied sexual acts, even if

private parts of the body are there is no nudity, are not
not allowed. allowed.
 S H O C K I N G , E X C E S S I V E LY
VIOLENT OR
DISRESPECTFUL
CONTENT

Stick to appropriate
imagery and text
Ads must not use tactics designed to scare or
shock users. Ad content must also not be
sensationalized, disrespectful or show excessive
violence which often leads to poor user
experience.

Relevant and tasteful ad content that does not

shock or scare users are on the other hand effective
and comply with FB ad policies.

SHOCKING, EXCESSIVELY VIOLENT OR

DISRESPECTFUL CONTENT
 SHOCKING, EXCESSIVELY VIOLENT OR
DISRESPECTFUL CONTENT

HI! DARK-SKINNED
DEMON FRIEND!

Do not directly or indirectly

emphasize or suggest a
persons ethnicity, religion,
Do not use scary, gory or age, gender, sexual
sensational images that preferences, health, etc., or
arouse imply any sort of
negative user emotions. discrimination.
 U N S U B S TA N T I AT E D &
E X A G G E R AT E D C L A I M S

Accurately reflect
products and services
Ads on Facebook should not use exaggerated and
unsubstantiated claims. Doing these things just to
lure and mislead users can create a negative user
experience.

UNSUBSTANTIATED AND EXAGGERATED CLAIM

 UNSUBSTANTIATED AND EXAGGERATED CLAIM

ONLY MIRACLE
10 MINS/DAY Cancer
2 WEEKS Cure!
ALL GONE!

Ads must not use

exaggerated claims or have
fabricated
information or results about Avoid using exaggeration
product or service or hyperbole
performance.
 UNSUBSTANTIATED AND EXAGGERATED CLAIM

No one told me what actually causes SHED WEIGHT IN JUST 1 WEEK!

diabetes! And I found out about the cure just Try Miracle Jelly! Order Right Now!
by searching the web! What I found is truly SMS US NOW: 0000129848
shocking!

The Secret Cures in the Diabetes

Business

False or exaggerated
claims to achieve results
Do not make false claims over a short amount of time
about cures and treatments such as such weight loss or
to chronic or other diseases. earning income are not
allowed.
 APP SCAM

Only promote actual app

performance
Advertisers must accurately and truthfully describe
the actual capabilities and features of their app, and
are not allowed to inflate performance of their app
in order to mislead users into installing the app,
providing information or responding to any call to
action.

There must be consistency between the description

of the app and all its components, including the
offsite landing pages, Facebook Pages and the ad
content itself.

APP
SCAM

Do not promise unattainable
results such as increasing
battery life above 100%
APP
SCAM
Do not mislead users
with app features that
exceed hardware
performance of phones,
e.g. app can add
fingerprinting ID ability to
phone screens.
 APP
SCAM

X-ray photos/ videos

features,
Words or images that unlocking secured wifi
exaggerate product networks, etc. are examples
functions are not allowed. of attempts to confuse users
with non-existent app
functions.
 APP
SCAM

WARNING! Your Computer is in ANDROID Warning Notice! Too much

DANGER! Click to download SUPER rubbish detected in your phone! Install
CLEANER to clean junk data and protect CleanerMAX to clean your phone for
your computer now FREE now!
for FREE!

Time to CLEAN your COMPUTER

NOW!
79M Junk Files In Your
Mobile!
SUPER CLEANER
Super Cleaner for FREE! Too much trash in
Download for FREE today NOW!
Download Now! Your mobile!

Imitating any kind of system Misleading users into thinking their Misleading users thinking clicking the ad
dialogue, system buttons or pop-ups own device is malfunctioning, has can instantly and immediately resolve
is not allowed. viruses or requires any repair or fixing any problems with their own device is not
is not permitted. allowed.
 LANGUAGE

Focus on the product or

service, not the people
who use Facebook
Language used in ads must not offend, shame,
bully, threaten or impersonate. They cannot directly
or indirectly imply or assert user characteristics like
race, religion, age, sexual orientation, gender
identity, physical or mental medical conditions,
criminal history, name or membership to trade
unions.

LANGUAG
E
 LANGUAG
E

Your kid struggling at mathematics? Interest rates are so low these days. And banks Are you pregnant? This course is for
www.kidmathexperts.qet.nz have passed along these savings. Nows the you!
time to relook at your home loans.
Math Experts have expert teachers who work
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Access our competitive rates and get
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lowlowrates.let.au

Ads cannot imply or refer to users
academic status or capabilities.
Direct or indirect implications of users'
financial abilities or statuses can also
adversely affect their experience on
Facebook, and are therefore not
allowed.
References to life stage, age or
physical or medical conditions of
users can make them feel insulted,
offended or simply illicit negative
emotions.
 IDEALIZED BODY

Create ad imagery in good

taste,
and avoid making users feel
bad about themselves
Ads may not imply any state of health or body
image or weight as being ideal or as being
undesirable. Such imagery tends to create a high
amount of negative user feedback and diminishes
user experience.

IDEALIZED
BODY

Tape measurements in reference to
body
image, and implications that one
body image is better than the other is
not allowed.
IDEALIZED
BODY
Close-ups of specific body parts when Ad content must avoid showing
a model's face is not visible are not squeezing or punching of body fat,
allowed. skin or cellulite.
 AD U LT & B AD H E ALT H

Avoid prohibited health

products & services and only
target adults
Ads for weight loss or diet supplements must not
contain prohibited ingredients, and similar ads for
health, fitness, or weight loss, including those used or
promoted together with medical or dental operations
involving lasers must only be targeted to people 18
years or older.

ADULT & BAD

HEALTH
 ADULT & BAD
HEALTH

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HCG Weight Loss Drops!

Promoted business models must not tout products

that contain prohibited ingredients such as
anabolic steroids, chitosan, comfrey,
dehydroepiandrosterone, ephedra, human growth
hormones, melatonin, or any other products
deemed unsafe or questionable by Facebook.
 AD U LT C O N T E N T

Adult products are not allowed

on Facebook.
Facebook does not allow certain adult products
such as adult toys, publications, live shows or sexual
enhancements.

ADULT CONTENT

Facebook does not allow the ads for
the promotion and/or sale or use of
adult products or services like adult
toys, videos, books, live shows or
adult chat services.
ADULT CONTENT
Adsincluding pages or sites on or off Facebookthat promote virility or any
sexual
enhancement products are not allowed. While condoms and contraceptive
pillsfor the purposes of family planningare allowed.
Other Ad Policies
O T H E R A D P O L I C I E S

INTELLECTUAL PROPERTY
Ads shall not infringe or violate any content to
which any third party holds rights, including
copyrights, trademarks, privacy, publicity; or
other personal or proprietary rights to.

OTHER RESTRICTIONS
Ads for alcohol must comply with
applicable regulations, including age
restrictions prescribed by the alcohol
advertising laws in the target country.

Advertisers shall not promote weapons,

tobacco products and related accessories,
or health products that Facebook, in its
discretion, determines to be unsafe..
Action for incorrectly disapproved ads
A P P E A L T H R O U G H
F A C E B O O K H E L P
C E N T E R
If you think your ads are being disapproved by
mistake, you can reach out to Facebook Help
Centre to appeal.

Facebook ad policy team will review your

appeal and determine if your ad was
wrongfully disapproved.

Log in Facebook Help Center to appeal.

More resources
 M O R E R E S O U R C E S

Here are more resources to deepen your

understanding of Facebook Advertising
Policies :

Blueprint eLearning

Summary of Facebook Advertising Policies

Being compliant with Facebooks advertising

standards and policies helps you maximize
the
effectiveness of your ad placements

Compliance also helps maintain a good

Get It Right reputation
for your ad accounts with Facebook and
and Make It furthers your ability to conduct successful and
effective ad
Right! strategies and reach your target audience.