6 Rules for Advertising on Facebook

Advertising materials on Facebook are subject to an entire set of policies. These policies cover both the text and images in posts and pages. Failure to follow these policies is a common reason for accounts getting blocked.
Advertisers on Facebook fall into two groups:

  • Those who either do not know about the consequences for violating the policies, or know very little about them;
  • Those who know the policies well but want to sneak around them by using a Facebook partner who sets up a prepaid account.
The second option seems clever, but it isn't, as. Facebook partners are subject to the same rule; if an advertising has not been reviewed - it will not be posted. In addition to this, the account can still be blocked.

No matter which group of advertisers you fall into, you need to know what an advertising on Facebook should look like. To help save you time, we have made a list of what to avoid in order, to get your advertisement past Facebook's review.

1. Only advertise appropriate goods.

Advertising tobacco products, weapons, pornographic material, counterfeited goods and documents, or Scandinavian auctions is prohibited. Despite this, Facebook does not prohibit user groups regarding different types of tobacco, steel or forged weapons, or similar groups for people with shared interests. The most important thing is not to promote or advertise prohibited goods.

This isn't to say that advertising a hookah, for example, is categorically prohibited. Sometimes you just need to think outside of the box. Releadgion's hookah advertisers came up with an original strategy for advertising. The ads were geared towards relaxation and comfortably spending time, not "services-which-cannot-be-named".

However, keep in mind that copies of famous brands, shoes, make-up and other goods are another category of prohibited goods. Their ads don't pass the review and quickly result in a blocked account.
Example of prohibited goods.
2. Use content that is not provocative or offensive.
Ads should not incite enmity, hate or aggression towards anyone or anything, including stories that offend a group of people along racial, religious, national identity, relationship status, etc. Facebook does not prohibit political stories, but strictly enforces that they are not offensive due to political purposes or political events.

It is prohibited to use shocking images. For example, using this image in an advertising for life insurance would not pass the review:
For example, using left image in an advertising for life insurance would not pass the review. And the image on the right will pass the review.
3. Only use quality content.
Facebook's goal is to guarantee its users a visually appealing environment for communicating. Because of this, ads and commercial pages that don't meet the required technical (using the wrong format, improper resolution), or content (esthetically unappealing, out-of-place, or double-meanings) standards are not shown. In addition to this, accounts can be banned if their ads receive negative ratings from users (selecting "Hide Ad").
An example of a low-quality advertising.
Another example.
Advertisers should keep in mind that quality and appropriate graphics help sell their goods and services, and low-quality graphics undermine a potential customer's faith in the seller.
An example of a high-quality advertising.
4. Don't mislead users with your advertising.
Ads that contain misleading or false information are prohibited; so are ads that have double-meanings or cause confusion.
Using this graphic to advertise a natural cream isn't allowed.
If specific additives are used in a food supplement or lotion, the advertising must clearly display the dietary supplement or lotion:
An example of a correct ad.
Graphics that advertise unrealistic properties, promises of personal transformations in a certain time-period, or unattainable results are considered misleading.
Such advertising would not pass the review.
Content that draws attention to the "ideal" body or body parts, or demonstrates transformative results (before-and-after photos for example) are prohibited.
//Content like that.
Ads should clearly present goods and services. If a service is subscription based, it should be clear that it is a paid service and not mislead users with "Free" if only the trial period is free.
A great example of an online movie advertising.
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5. Use redirect only for tracking.
Most links used in ads don't take the user directly to the intended page, but are instead redirects. This helps advertisers collect and analyze data about site traffic and other details. Unfortunately, redirects are commonly used to deceive users and force them to other sites they didn't intend to visit, which often contain prohibited material (dating sites, adult content, etc.). If you use redirects properly – for tracking – you won't be banned, but redirecting to prohibited content will get you banned.

There are many other easy-to-use and accessible methods through which to collect and analyze data. Releadgion provides a wide range of methods for collecting data by gender, age, region and conversion analysis.
6. Target the right age group.
On Facebook, you need to select the age group for certain types of goods, such as alcohol-related products, dating sites and apps, adult products, and subscription services. Breaking this rule can result in getting blocked or banned.

It's also worth mentioning which images to use. Even if you have selected the appropriate age group - say, for a dating app - it's prohibited to use suggestive images with sexual implications or selfies. Images should be clear and have a high resolution with no visible pixels.
Poor image choice for a dating-app.
Better choice.
To learn more about which images meet Facebook's standards, visit "Rules for posting advertising".
Facebook values its reputation and strives to ensure that its users have a comfortable environment for daily use. Here are a few reasons why the ads mentioned shouldn't be used:

  • Several of them blatantly break the advertising laws in different countries.
  • They unintentionally mislead the user, creating a negative impression of the goods or services, and of the site as a whole.
  • Low-quality ads aren't pleasing and are against Facebook's principles.
  • Accounts with poor content suffer, even if they are selling acceptable goods.

All of Facebook's partners, including Releadgion, follow the rules regarding the social network's advertising policies. Following the mentioned rules is necessary for advertisers to have the opportunity to sell their goods and services, and as such advertising companies maintain high margins.
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