Terms and Policies

1. Overview

  1. Understanding our policies

    Our Advertising Policies provide guidance on what types of ad content are allowed. When advertisers place an order, each ad is reviewed against these policies. If you think your ad was mistakenly disapproved, you can request a review of the decision in Account Quality.

  2. Common points of confusion

    To help you build a compliant and user-friendly ads experience, we've highlighted some common areas of confusion. Click the links below to learn more about each policy:

2. The ad review process

Our ad review system relies primarily on automated tools to check ads against our Advertising Policies. This happens automatically before ads begin running, and is typically completed within 24 hours, although it may take longer in some cases. During this review, the status of the ad will be "In review". Additionally, ads may be reviewed again, including after they are live. You can find more information in our Business Help Centre.

What is reviewed

The ad review system reviews ads for violations of our Advertising Policies. This review process may include the specific components of an ad, such as images, video, text and targeting information, as well as an ad's associated landing page or other destinations, among other information.

An image alt text

Outcome of review

If a violation is found at any point in the review process, the ad will be rejected. Lower-quality ads that do not necessarily violate our policies may experience affected performance. You can find more information about how quality may affect your ad in our Help Centre.

Re-review of ads

Ads remain subject to review and re-review at all times, and may be rejected for violation of our policies at any time. It is your responsibility to understand and comply with our Advertising Policies.

Further enforcement

Beyond enforcing our policies on individual ads, violations of our terms and policies may result in further enforcement actions, such as disabling ad accounts, Pages, Business Managers and/or individual user accounts. Disabled accounts, Pages or Business Managers cannot run ads, and advertisers may be ineligible to advertise. You can learn more about what to do if your ad account is disabled here or your advertising is restricted here.

3. What to do if your ad is rejected?

Create a new ad or edit your ad

You may create a new ad or revise your ad to comply with our Advertising Policies. These ads will be treated as new ads and reviewed by our ads review system. Check this page for editing steps.

Request another review

If you believe that the ad was incorrectly rejected, you can request a review of the decision in Account Quality.

4. Prohibited content

  1. Community Standards

    Ads must not violate our Community Standards. Ads on Instagram must not violate the Instagram Community Guidelines.

  2. Illegal products or services

    Ads must not constitute, facilitate or promote illegal products, services or activities. Ads targeted to minors must not promote products, services or content that are inappropriate, illegal or unsafe, or that exploit, mislead or exert undue pressure on the age groups targeted.

  3. Discriminatory practices

    Ads must not discriminate or encourage discrimination against people based on personal attributes such as race, ethnicity, colour, national origin, religion, age, sex, sexual orientation, gender identity, family status, disability, medical or genetic condition.

  4. Tobacco and related products

    Ads must not promote the sale or use of tobacco products and related paraphernalia. Advertisements must not promote electronic cigarettes, vaporisers or any other products that simulate smoking.

  5. Unsafe substances

    Ads must not promote the sale or use of illicit or recreational drugs, or other unsafe substances, products or supplements, as determined by Meta in its sole discretion.

  6. Weapons, ammunition or explosives

    Ads must not promote the sale or use of weapons, ammunition or explosives. This includes ads for weapon modification accessories.

  7. Adult products or services

    Ads must not promote the sale or use of adult products or services. Ads promoting sexual and reproductive health products or services, such as contraception and family planning, must be targeted to people aged 18 and older, and must not focus on sexual pleasure.

  8. Adult content

    Ads must not contain adult content. This includes nudity, depictions of people in explicit or suggestive positions, or activities that are overly suggestive or sexually provocative.

    Ads that assert or imply the ability to meet someone, connect with them or view content created by them must not be positioned in a sexual way or with an intent to sexualise the person featured in the ad.

  9. Third-party infringement

    Ads must not contain content that infringes upon or violates the rights of any third party, including copyright, trademark, privacy, publicity or other personal or proprietary rights. To report content that you feel may infringe upon or violate your rights, please visit our Intellectual Property Help Centre.

  10. Sensational content

    Ads must not contain shocking, sensational or excessively violent content.

  11. Personal attributes

    Ads must not contain content that asserts or implies personal attributes. This includes direct or indirect assertions or implications about a person's race, ethnicity, religion, beliefs, age, sexual orientation or practices, gender identity, disability, physical or mental health (including medical condition), vulnerable financial status, voting status, membership in a trade union, criminal record or name.

  12. Misinformation

    Meta prohibits ads that include content debunked by third-party fact-checkers. Advertisers that repeatedly post information deemed to be false may have restrictions placed on their ability to advertise on Meta technologies. Find out more about our fact-checking programme.

    Meta also prohibits ads that include misinformation that violates our Community Standards.

  13. Controversial content

    Ads must not contain content that exploits crises or controversial political or social issues for commercial purposes.

  14. Non-functional landing page

    Ads must not direct people to non-functional landing pages. This includes landing page content that interferes with a person's ability to navigate away from the page.

  15. Cheating and deceitful practices

    Ads may not promote products or services that are designed to enable a user to engage in cheating or deceitful practices.

  16. Grammar and profanity

    Ads must not contain profanity or bad grammar and punctuation. Symbols, numbers and letters must be used properly without the intention of circumventing our ad review process or other enforcement systems.

  17. Nonexistent functionality

    Ads must not contain images that portray non-existent functionality. This includes imagery that replicates play buttons, notifications or checkboxes, as well as ads containing features that do not work, such as multiple-choice options in the ad creative itself.

  18. Personal health

    Ad content must not imply or attempt to generate negative self-perception in order to promote diet, weight loss or other health-related products.

  19. Payday loans, payslip advances and bail bonds

    Ads may not promote payday loans, payslip advances, bail bonds or any short-term loans intended to cover someone's expenses until their next payday. Short-term loan refers to a loan of 90 days or less.

  20. Multilevel marketing

    Ads promoting income opportunities must fully describe the associated product or business model, and must not promote business models offering quick compensation for little investment, including multi-level marketing opportunities.

  21. Penny auctions

    Ads may not promote penny auctions, bidding fee auctions or other similar business models.

  22. Misleading claims

    Ads must not contain deceptive, false or misleading claims, such as those relating to the effectiveness or characteristics of a product or service, including misleading health, employment or weight-loss claims that set unrealistic expectations for users.

  23. Low-quality or disruptive content

    Ads must not contain content leading to external landing pages that provide an unexpected or disruptive experience. This includes misleading ad positioning, such as overly sensationalised headlines or prompts for users to inauthentically interact with the ad, and leading people to landing pages that contain minimal original content and a majority of unrelated or low-quality ad content. For more information on what we consider low quality, visit our Business Help Centre.

  24. Spyware or malware

    Ads must not contain spyware, malware or any software that results in an unexpected or deceptive experience. This includes links to sites containing these products.

  25. Unacceptable business practices

    Ads must not promote products, services, schemes or offers using deceptive or misleading practices, including those meant to scam people out of money or personal information.

  26. Circumventing systems

    Ads must not use tactics intended to circumvent our ad review process or other enforcement systems. This includes techniques that attempt to disguise the ad's content or destination page.

  27. Prohibited financial products and services

    Ads must not promote financial products and services that are frequently associated with misleading or deceptive promotional practices.

  28. Sale of body parts

    Ads must not promote the sale of human body parts or fluids.

  29. Vaccine discouragement

    Ads must not discourage people from vaccination or advocate against vaccines.

  30. Inflammatory content

    Ads must not contain claims that a person or group of people are a threat to the physical safety, health or survival of others on the basis of race, ethnicity, national origin, religious affiliation, sexual orientation, caste, sex, gender, gender identity, serious disease, disability or immigration status.

    Ads must not promote violent or dehumanising speech, statements of inferiority, or contempt or disgust based on protected characteristics or immigration status as outlined in our Community Standards.

  31. Militarised social movements and violence-inducing conspiracy networks

    Ads must not contain praise, support or representation of individuals or groups with ties to violence.

5. Restricted content

  1. Alcohol

    Ads that promote or reference alcohol 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 Meta's targeting requirements and applicable local laws. Note that our policies prohibit ads promoting or referencing alcohol in some countries, including, but not limited to, Afghanistan, Brunei, Bangladesh, Egypt, Gambia, Kuwait, Libya, Lithuania, Norway, Pakistan, Russia, Saudi Arabia, Thailand, Turkey, United Arab Emirates and Yemen.

  2. Dating

    Ads for dating services are only allowed with prior written permission. These must adhere to the dating targeting requirements and our dating ad guidelines. Details on the requirements for permission can be found here. In order to seek permission, please fill in this form to begin your application process.

  3. Online gambling and gaming

    Ads that promote online gambling, and gaming where anything of monetary value (including cash or digital/virtual currencies, e.g. bitcoin) is required to play and anything of monetary value forms part of the prize, are only allowed with our prior written permission. This includes games where purchases are required to continue game play and/or provide advantage in winning prizes, in cases where the prize is of monetary value. Authorised advertisers must follow all applicable laws, including targeting their ads in accordance with legal requirements. At a minimum, ads may not be targeted to people under 18 years of age.

  4. Promotion of online pharmacies

    Ads for online pharmacies are only permitted from advertisers with prior written permission. Meta requires online pharmacies who wish to run ads to be certified with LegitScript.

  5. Promotion of over-the-counter drugs

    Ads that promote over-the-counter medicines 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 applicable local laws.

  6. Subscription services

    Adverts for subscription services or that promote products or services that include negative options, automatic renewal, free-to-pay conversion billing products or mobile marketing are subject to our subscription services requirements.

  7. Financial and insurance products and services

    Ads promoting credit card applications or financial services with accredited institutions must clearly provide sufficient disclosure regarding associated fees, including APR percentages, transaction fees, interest rates and the physical address of the entity offering the product within the ad's landing page. Ads promoting credit cards, loans or insurance services must be targeted to people aged 18 or above. Ads promoting credit cards, loans or insurance services must not directly request the input of a person's financial information, including credit card information.

  8. Branded content

    Ads promoting branded content must tag the featured third-party product, brand or business partner using the branded content tool. Branded content within ads is defined as a creator or publisher's content that features or is influenced by a business partner for an exchange of value. When promoting branded content integrations, advertisers must use the branded content tool (please learn more here on how to tag the featured third-party product, brand or business partner).

  9. Ads about social issues, elections or politics

    Advertisers can run ads about social issues, elections or politics, provided that the advertiser complies with all applicable laws and the authorisation process required by Meta. Where appropriate, Meta may restrict issue, electoral or political ads. In addition, certain content related to elections may be prohibited in specific regions ahead of voting; click here for more.

  10. Disclaimers for ads about social issues, elections or politics

    If Meta's ad authorisation process is available in your country, in addition to complying with the Community Standards and Advertising Policies, the disclaimer that you submit for your ad about social issues, elections or politics must comply with the following guidelines. This information is provided by you during the ad authorisation process and will be displayed on your ad's header.

  11. Cryptocurrency products and services

    Ads may not promote cryptocurrency trading platforms, software and related services and products that enable monetisation, reselling, swapping or staking of cryptocurrencies without prior written permission. To apply, please click here. For more information, see our Business Help Centre.

  12. Drug and alcohol addiction treatment

    Meta requires advertisers who wish to run addiction treatment ads targeting the USA to be certified with LegitScript, and apply to Meta for permission to advertise.

    Addiction treatment ads include, but are not limited to: Clinical addiction treatment services or websites providing information about in-person treatment, online and in-person support groups and crisis hotlines for those in recovery or who are seeking information about addiction treatment.

    Advertisers can apply for certification with LegitScript here.

  13. Cosmetic procedures and wellness

    Ads marketing weight loss products and services must be targeted to people aged 18 or older. Ads marketing cosmetic surgeries and procedures must be targeted to people aged 18 or older. Ads marketing dietary, health or herbal supplements must be targeted to people at least 18 years or older.

  14. Social casino games

    Ads for social casino games, which are online games that simulate casino gambling (e.g. poker, slots, roulette etc.) where there is no opportunity to win money or money's worth, are only allowed if they are targeted to people 18 years or older.

  15. Promotion of prescription drugs

    Ads may not promote prescription drugs without prior written permission.

    The following entities are eligible to apply for permission from Facebook: online pharmacies, telehealth providers and pharmaceutical manufacturers.
    Learn how to apply for permission

6. Video ads

Video ads and other dynamic ad types must comply with all of the rules listed in these Advertising Policies, including the Community Standards, as well as the policies below:

  1. Disruptive content

    Videos and other similar ad types must not use overly disruptive tactics, such as flashing screens.

  2. Entertainment-related restrictions

    Ads for film trailers, TV shows, video game trailers and other similar content intended for mature audiences are only allowed with prior written permission from Meta and must target people who are 18 years or older. Excessive depictions of the following content within these ads are not allowed:

    1. Drugs and alcohol use
    2. Adult content
    3. Profanity
    4. Violence and gore

7. Targeting

  1. You must not use targeting options to discriminate against, harass, provoke or disparage users, or to engage in predatory advertising practices.

  2. If you target your ads to Custom Audiences, you must comply with the applicable terms when creating an audience.

8. Positioning

  1. Relevance

    All ad components, including any text, images or other media, must be relevant and appropriate to the product or service being offered and the audience viewing the ad.

  2. Accuracy

    Ads must clearly represent the company, product, service or brand that is being advertised.

  3. Related landing pages

    The products and services promoted in an ad's text must match those promoted on the landing page, and the destination site must not offer or link to any prohibited product or service.

    Learn more about ad quality best practices that can improve ad performance.

9. Lead ads

Advertisers must not create lead ads questions to request the following types of information without our prior written permission.

  1. Account numbers

    Ads must not request account numbers, including frequent flyer numbers, loyalty card numbers, or cable or telephone account numbers without our prior permission.

  2. Criminal history

    Ads must not request information regarding criminal or arrest history without our prior permission.

  3. Financial information

    Ads must not request financial information, including bank account numbers, bank routing numbers, credit or debit card numbers, credit scores, income, net worth or how much debt someone has without our prior permission.

  4. Governmental-issued identifiers

    Ads must not request government-issued identifiers, including National Security numbers, passport numbers or driving licence numbers without our prior permission.

  5. Health information

    Ads must not request health information, including physical health, mental health, medical treatments, medical conditions or disabilities without our prior permission.

  6. Insurance information

    Ads must not request insurance information, including current insurance policy numbers, without our prior permission.

  7. Political affiliation

    Ads must not request information regarding political affiliation.

  8. Race or ethnicity

    Ads must not request information regarding race or ethnicity without our prior permission.

  9. Religion

    Ads must not request information regarding religion or philosophical beliefs without our prior permission.

  10. Sexual orientation

    Ads must not request information regarding sexual orientation or information about the sexual life of the individual, including what gender(s) the person prefers to date, without our prior permission.

  11. Prefill questions

    Ads must not request the same or substantially similar information that you could use a prefill question to request.

  12. Trade union membership

    Ads must not request information regarding trade Union membership status without our prior permission.

  13. Usernames or passwords

    Ads must not request usernames or passwords, including usernames and passwords for existing and new accounts, without our prior permission. If you want to direct people to sign up for an account with your site or service, you should use the Clicks to Website or Website Conversions objective when you run your ads.

Use of our brand assets

For ads that feature any of Meta's brands, including Facebook, Messenger, Instagram and WhatsApp, please refer to the Meta Brand Resource Centre to review brand guidelines and download approved assets.

  1. Brand endorsement

    Ads must not imply an endorsement or partnership of any kind with any of Meta's brands, or an endorsement by any other Meta brand, technology or programme.

  2. Brand usage in ads

    Ads linking to Facebook or Instagram-branded content (including Pages, groups, events or sites that use Facebook Login) may make limited reference to "Facebook" or "Instagram" in ad text for the purpose of clarifying the destination of the ad. Ads should not represent any of Meta's brands in a way that makes it the most distinctive or prominent feature of the creative. Meta's brand assets should not be modified in any way, such as by changing the design or colour, or for the purpose of special effects or animation.

  3. Copyrights and trademarks

    All other ads and landing pages must not use our copyrights, trademarks or any confusingly similar marks, except as expressly permitted by the Meta Brand Resource Centre, or with our prior written permission.

  4. User interface screenshots

    When featuring the user interface (UI) of any Meta brands in an ad, it must accurately depict how the UI currently appears and functions in product. If an action or functionality depicted cannot happen in the current product or within the current UI, it cannot appear to happen in an ad.

    Depictions of the UI in ads must be featured within the context of a relevant device (e.g. mobile or desktop) and as permitted by the Meta Brand Resource Centre. The UI cannot be modified in any way, including, but not limited to: adding special effects, interference or animation. Glyphs or elements of the UI cannot be used separately or individually.

Data use restrictions

  1. Ensure that any ad data collected, received or derived from your Facebook or Instagram ad ("Meta advertising data") is only shared with someone acting on your behalf, such as your service provider. You are responsible for ensuring that your service providers protect any Meta advertising data or any obtained from us, limit their use of all of that information and keep it confidential and secure.

  2. Don't use Meta advertising data for any purpose (including retargeting, commingling data across multiple advertisers' campaigns, or allowing piggybacking or redirecting with tags), except on an aggregate and anonymous basis (unless authorised by Meta) and only to assess the performance and effectiveness of your Meta advertising campaigns.

  3. Don't use Meta advertising data, including the targeting criteria for your ad, to build, append to, edit, influence or augment user profiles, including profiles associated with any mobile device identifier or other unique identifier that identifies any particular user, browser, computer or device.

  4. Don't transfer any Meta advertising data (including anonymous, aggregate or derived data) to any ad network, ad exchange, data broker or other advertising or monetisation related service.

Things you should know

  1. The Advertising Policies apply to (1) ads and commercial content served by or purchased through Meta, on or off the Meta services, including ads purchased under AAAA/IAB Standard Terms and Conditions, (2) ads appearing within apps on Meta and (3) ads on Instagram. Your use of Meta's advertising products and services is part of "Meta" under Meta's Statement of Rights and Responsibilities ( https://www.facebook.com/legal/terms, the "SRR") and is subject to the SRR. You may be subject to additional terms or guidelines if you use Instagram or certain Meta advertising-related products or services.

  2. Advertisers are responsible for understanding and complying with all applicable laws and regulations. Failure to comply may result in a variety of consequences, including the cancellation of ads you have placed and termination of your account.

  3. We do not use sensitive personal data for ad targeting. Topics that you choose for targeting your ad don't reflect the personal beliefs, characteristics or values of the people who use Facebook or Instagram

  4. Once displayed, ads are public information. Ads may be reshared and accessed outside of the targeted audience, including from the Facebook Page running the ads or within Meta Products. If users have interacted with your ad, your ad may remain on Meta products (for example, shared until the users delete it or visible to users through their account tools). If your ad is a political ad, it will be displayed in our Ad Library. This means that Meta may display (at no cost to you) and provide access to the ad content and creative, as well as information about the ad campaign (such as total spend and delivery data) for a period of seven (7) years from the completion of your order. Meta may disclose your advertising content, and all information associated with your advertising, to a governmental entity or body if Meta believes that disclosure would assist in a lawful investigation.

  5. If you are managing ads on behalf of other advertisers, each advertiser or client must be managed through separate ad accounts. You must not change the advertiser or client associated with an established ad account; set up a new account. You are responsible for ensuring that each advertiser complies with these Advertising Policies.

  6. As stated in our Community Standards, you must not sell, rent, buy or exchange site privileges, such as administrative access, for assets that belong to you or that you manage. Helping anyone evade or circumvent our enforcement of our policies or terms of service is also prohibited.

  7. We reserve the right to reject, approve or remove any ad for any reason, in our sole discretion, including ads that negatively affect our relationship with our users or that promote content, services or activities, contrary to our competitive position, interests or advertising philosophy.

  8. For policies that require prior written permission, Meta may grant these permissions.

  9. These policies are subject to change at any time without notice.