About Facebook Ads

How Ads Work on Facebook
A business creates an ad. They choose the type of audience they’d like to reach. If you’re in that audience, Facebook shows you the ad.
When we ask people about our ads, one of the top things they tell us is that they want to see ads that relate to things they care about. We learn about this primarily from your activity on Facebook, such as Pages or posts that you like and posts or comments you make. We also learn about your interests from some of the websites and apps you use. We call this online interest-based advertising, and many companies do this.
How does this work?
Let's say that you're thinking about buying a new TV, and you start researching TVs on the web and in mobile apps. Based on this activity, we may show you ads for deals on a TV to help you get the best price or other brands to consider. And because we think you're interested in electronics, we may show you ads for other electronics in the future, such as speakers or a game console to go with your new TV.
Meta adheres to the framework established by the Digital Advertising Alliance, European Interactive Digital Advertising Alliance and Digital Advertising Alliance of Canada, a coalition of organisations that develops privacy standards for online advertising, so if you don't want us to use the websites and apps that you use to show you more relevant ads, we won't. If you don't want Meta to use information based on your activity on websites or apps off Facebook for the purpose of showing you ads, you can opt out in your settings. You can also opt out from all participating companies through the Digital Advertising Alliance in the US, the Digital Advertising Alliance of Canada in Canada or the European Interactive Digital Advertising Alliance in Europe, or opt out using your mobile device settings.
How do I manage the ads I see?
People also tell us they want more control over the ads they see. That's why we have ad preferences, a tool accessible from every ad on Facebook that explains why you're seeing a specific ad and lets you add and remove preferences that we use to show you ads. So if you're not interested in electronics, you can remove electronics from your ad preferences.
View and adjust your ad preferences here.
To learn more, visit About Facebook ads or read our cookies policy.
To see why we're showing you an ad:
  1. Click more in the top right of the ad.
  2. Click Why am I seeing this ad?. You'll see different reasons for why you're seeing the ad (e.g. you visited the advertiser's website).
  3. If available, click next to the reason why you're seeing an ad to view more information.
How we decide which ads to show you:
We want the ads you see on Facebook to be as interesting and useful to you as possible. These are examples of things that we could use to decide which ads to show you:
  • Your activity on Facebook (such as liking a Page or clicking on ads you see). If you have linked your Facebook and Instagram accounts, your activity on Instagram may also affect your ads on Facebook.
  • The content of posts that you've made or interacted with across Facebook and Instagram.
  • Other information about you from your Facebook account (e.g. your age, your gender, your location and the devices you use to access Facebook).
  • Information that advertisers, their partners and our marketing partners share with us that they already have, such as your email address.
  • Additional policies are in place for ads shown to young people. You can learn more from the Help Centre article.
  • Your activity on websites and apps off Facebook. Learn more about how to turn this off in your ad settings.
Bear in mind that:
  • We don't share information that personally identifies you (information such as your name or email address that by itself can be used to contact you or identifies who you are) unless you give us permission. To learn more about the information Meta receives and how we use it, visit our Privacy Policy and Cookies Policy.
  • We use information that you provide us with, actions you've taken on our platforms and actions you've taken on other websites, apps or in stores that those third-party companies have shared, except for any personal information with special protections that you have added to your profile.
Learn more about how ads work on Facebook.
To adjust what ads you see:
If you're seeing ads that aren't interesting to you, you can:
  • Adjust your ad preferences. Visit your Ad preferences page, where you can manage things such as your interests and your profile information to get a more personalised experience. Learn more about your ad preferences.
  • Update your ads based on data from partners setting. If you don't want Facebook to use information based on your activity on websites or apps off Facebook for the purpose of showing you ads, you can adjust your settings.
  • Hide ads from an advertiser. If you're seeing an advertiser that isn't interesting to you, you can hide an ad or hide an advertiser.
Your Information and Facebook Ads
Your ad preferences are based on information you've shared with Facebook, Pages you like or engage with, ads you click on, apps and websites you use, and information from our data providers and advertisers.
Your profile picture or name may be paired with an ad to show your activity on Facebook (e.g. if you follow or like the Starbucks Page).

To change who can see your social actions with Facebook ads:
  1. Visit your Ad preferences and click Ad settings.
  2. Click Social interactions.
  3. Below Who can see your social interactions alongside ads? you can select Friends or Only me.
Bear in mind that:
  • This setting applies to your likes, follows, comments, shares, app usage, check-ins, recommendations and events you joined that appear with ads your friends see.
  • Your name and profile picture will only appear to the people who have permission to view your Page likes.
  • It's against our advertising policies for advertisers to use your name directly in an ad. If you see an ad that you think might be using your name in a different way, please report it.
  • If you're under 18, your social actions are not shown alongside ads. Changing who can see your social actions will not have an effect until you're 18 years old.
This Page used to contain a list of the third-party data providers that Meta worked with to offer their targeting segments directly on Facebook, and a description of that programme. After we last updated our Privacy Policy (in April 2018), we terminated this programme. Meta no longer works with third-party data providers to offer their targeting segments directly on Facebook.
Businesses may continue, on their own, to work with data providers. Many businesses today work with third parties to help manage and understand their marketing efforts. For example, a car dealer may want to customise an offer to people who are likely to be interested in buying a new car. The dealer may also want to send offers, such as discounts for service, to customers that have purchased a car from them. To do this, the car dealer works with a third-party company to identify and reach those customers with the right offer.
So businesses who advertise to you may be using a list of people that they've received, or received the ability to use, from third parties that they work with for their marketing efforts. Businesses that advertise on Facebook are required to have any necessary rights and permissions to use this information, as outlined in our Custom Audience Terms that businesses must agree to.
You can learn more about what influences the ads you see and control your ads experience by visiting ad preferences.
Control the Ads You See
See more interesting and useful ads on Facebook by updating your ad preferences to reflect the things you care about. Managing your ad preferences is only possible in some areas right now.
To show you more relevant ads, we receive and use data that advertisers and other partners provide to us about your activity on their websites and apps, as well as some of your offline interactions, such as purchases. For example, we may show you an ad for a shirt based on your visit to a clothing website.
You can control whether you see ads based on your activity off of Facebook, through Data about your activity from partners in your Ad preferences.
To view and adjust this setting:
  1. Click your profile picture in the top right of Facebook.
  2. Select Settings and privacy, then click Settings.
  3. Scroll down and click Ads in the left menu.
  4. Click Ad settings, then click Data about your activity from partners.
  5. Select whether we can use data from our partners to show you ads.
Bear in mind that this setting controls whether we can show you personalised ads on Facebook based on data about your activity from our partners. If you turn off this setting, the ads you see may still be based on your activity on our platform. They may also be based on information from a specific business that has shared a list of individuals or devices with us, if we've matched your profile to information on that list.
This setting only applies to ads you see across your Facebook account, including on Messenger, and to ads you see on websites, apps and devices that are delivered by Facebook's advertising services. This setting does not apply to ads you see on Instagram, unless you've enabled connected experiences across your Instagram and Facebook accounts. Learn how to adjust how ads are shown to you on Instagram.
If you've enabled connected experiences across your Instagram and Facebook accounts, you can also adjust your Instagram ad experience through the Data about your activity from partners setting.
We adhere to the Self-Regulatory Principles for Online Behavioural Advertising and participate in the opt-out programmes established by the Digital Advertising Alliance, the Digital Advertising Alliance of Canada and the European Interactive Digital Advertising Alliance. You can opt out from all participating companies through these sites.
Bear in mind that there is no way to hide all ads. Learn more about how Facebook decides which ads to show you and how to give feedback on the ads that you see.
Your Ad preferences page lets you adjust the ads that you see while on Facebook and gives you the ability to update your ad settings to control information that we can use to show you ads.
To view and adjust your ad preferences:
  1. Click your profile picture in the top right of Facebook.
  2. Select Settings and privacy, then click Settings.
  3. Click Ads in the left menu.
From here, you can view the advertisers you've most recently seen ads from, and you can choose to see fewer ads about selected topics. You can also review your ad settings and choose whether we can show you personalised ads based on data about your activity from partners.
Please note that changing your ad preferences influences which ads you see, but it won't change the total number of ads you see.
Advertisers
The Advertisers section of Ad preferences lets you see the advertisers we've shown you ads from most recently, as well as advertisers whose ads you've clicked on while on Facebook.
These are advertisers that we think will be most interesting and relevant to you based on your activity on and off Facebook. You can choose to hide ads from these advertisers and view which advertisers you've already hidden.
To hide ads from an advertiser:
  1. Visit your Ad preferences page, then click Advertisers.
  2. Below Advertisers you've seen most recently, you'll see a list of advertisers. Click Hide Ads for any advertisers that you'd like to not see ads from.
Ad topics
Ad topics is a list of topics that you can choose to see fewer of while on Facebook and Instagram. These include ad topics such as alcohol, parenting, pets and social issues, elections or politics. Please note that the social issues, elections or politics topic preference is not available in every country.
To adjust your ad topic preferences:
  1. Click your profile picture in the top right of Facebook.
  2. Select Settings and privacy, then click Settings.
  3. Click Ads in the left menu.
  4. Click Ad topics. Under Data-driven topics, you'll see topics that represent interest categories that advertisers can use to reach you. We add you to these categories based on your activity.
  5. To see less of an ad topic, click the topic that you want to see less of and then select See less.
On the Ad topics page, you'll now see this topic under Topics you see less of. You can change your preference at any time by selecting a topic and choosing No preference.
You can also browse all ad topics and choose to see less of the ones that you aren't interested in by using the search bar at the top of the Ad Topics page.
Bear in mind that:
  • If you've linked your Facebook and Instagram accounts, your ad topic preference selections will apply across both accounts. If you haven't linked your accounts, you can learn how to update your ad topic preferences for the ads that you see on Instagram.
  • If you choose to see less of an ad topic, you won't get as many ads about that topic, and advertisers can't target you based on an interest in it. You may still see some ads related to these topics even if you chose to see less of them. If you do see an ad related to a topic that you chose to see fewer of, you can hide the ad, and we'll use your feedback to improve the relevance of the ads that you see.
Please note that all advertisers are subject to our ad policies. Ads that promote or reference restricted content categories must comply with all applicable local laws, required or established industry codes, guidelines, licences and approvals, and include age and country targeting criteria consistent with Facebook's targeting guidelines and applicable local laws.
Ad settings
Your Ad preferences page also let you see how we're using data to show ads that we think will be most interesting for you and let you adjust how this data can be used to show you ads. Under Ad settings, you can:
  • View common questions about how data is used to show you ads on Facebook.
  • Choose whether or not we can show you personalised ads based on your activity on other websites, apps or offline.
  • Review what information advertisers can use to reach you, such as certain Facebook profile information and other categories, and choose whether this information can be used to show you ads.
  • View advertisers that can choose to show their ads to certain audiences that you've been included in based on your activity or information and decide whether these audiences can be used to show you ads.
  • Choose how advertisers can reach you off of Meta Company Products.
  • Adjust who can see your social interactions alongside ads on Facebook.
There are a few ways to give us feedback about the ads you see on Facebook. Giving us feedback will affect which ads we show you in the future. To give us feedback: