Why Facebook & Instagram Ads Get Rejected

Why Facebook & Instagram Ads Get Rejected

Have you ever seen getting your Facebook Ad rejected? Well, advertising on Facebook & Instagram needs us to adhere to their ad policy guidelines. Violating the Facebook advertising guidelines can result in disapproval of an ad. Since Instagram follows the ad guidelines listed by Facebook on their Advertising Policies page, adhering to these guidelines can let us successfully advertise on either of the platforms i.e. Facebook and Instagram.

Why Facebook & Instagram ads get rejected

Many reasons may cause the Ad to be disapproved. We will have an overview of the most common reasons for Ads not getting a green signal.

Here is a list of prohibited or restricted things to take care of:

1. Violating Community Standards

2. Illegal Products or Services

Ads must not promote illegal products, services or activities.

3. Objectionable Content

Ads depicting violence, hate, any sort of discrimination or one that implies personal attributes, as well as ads with nudity or sexually suggestive content, will be denied.

4. Advertising Tobacco, Drug and Unsafe products

Adverts must not promote the sale or use of tobacco, drugs and unsafe supplements or products.

5. Violating Intellectual Property

Ads must not violate any existing copyright, trademark, privacy, publicity or other personal or proprietary rights.

6. Spreading Misinformation

Ads with any kind of misleading information such as claims debunked by third-party fact-checkers or any content Facebook views as spam will be rejected.

7. Unfair use of Political Content

Ads must not promote political or social issues for commercial purposes.

8. Promoting Surveillance Equipment

Adverts should not promote the sale of almost anything that could be used to spy on others e.g. spy cams, mobile phone trackers, etc.

9. Using Bad Grammar and Profanity

Ads must not look like spam because of bad grammar or punctuation. Symbol, numbers, and letters must be used properly. Further, the ad must not contain profanity.

10. Promoting Payday Loans

Ads may not promote payday loans, payslip advances, or any other kind of high- interest short-term loan.

11. Promoting Multi-level Marketing

Adverts promoting quick income opportunities or a pyramid based earning model are rejected.

12. Advertising Penny Auctions

Ads may not promote penny auctions and bidding fee auctions.

13. Promoting Counterfeit Documents

Ads may not promote fake documents such as passports or immigration papers.

14. Advertising Spyware or Malware

Facebook ads get rejected if it contains a virus, spam or any harmful software as well as links to harmful sites.

15. Advertising Prohibited Financial Services

Ads must not promote financial products associated with misleading or deceptive promotional practices such as directly asking for people’s credit card information.

16. Dating

Ads promoting dating services are only allowed with prior written permission.

17. Selling Online Pharmacies

The sale of prescription pharmaceuticals through ads is prohibited.

18. Promoting Subscription Services

Adverts for subscription services are subject to Facebook’s subscription services requirements.

19. Branded Content

All ads promoting branded content need to tag the product, brand, or business partner using their branded content tool.

20. Cryptocurrency Products and Services

Ads promoting cryptocurrency products and services need to have prior written permission.

Checks to do keeping in mind Facebook Ad guidelines

During the ad review process, Facebook checks the ad in its entirety that includes:

  • Audience
  • Video and Images
  • Text
  • Targeting
  • Positioning
  • Content on the ad's landing page

Perform the below mentioned common checks for Facebook & Instagram ads that include but not limited to:

1. Get the specifications right:

First and foremost, let’s get the specifications right for Image and Video Ads on Facebook and Instagram.

Keep in mind that the Ad’s Image or Video thumbnail must not consist of more than 20% text. Use this tool to check the text-to-image ratio.

Here are the specifications:

Facebook:

Media Type Dimensions
Single image (Formats allowed are JPG, JPEG, PNG, BMP, TIFF, TIF) 1200x628 pixels
Carousel Images (Formats allowed are JPG, JPEG, PNG, BMP, TIFF, TIF) 600x600 pixels
Video (Formats allowed are MP4, MOV, MPG, AVI, WMV) 1280x720 pixels. Max. File size: 1GB
Video - Thumbnail (Formats allowed are (JPG, GIF, PNG) 1200x675 pixels.
Aspect Ratio 1:1 (square) or 1.9:1 (landscape or horizontal)

Instagram:

Media Type Dimensions
Image Minimum width of 500 pixels
Video Length 1 to 120 seconds
Video File size Not to exceed 30MB
Video –Thumbnail Minimum width of 500 pixels.
Aspect Ratio 1:1 (square) or 1.9:1 (landscape or horizontal)

Note: For Carousel Ads (Applicable for Both Facebook & Instagram)

  • Minimum number of Images: 2
  • Maximum number of Images: 10

2. Check the landing page

According to Facebook ad guidelines, make sure the ad’s landing page does not have pop-ups that interfere with the visitor’s navigation of the site. Some other cases where the ad may not be approved are if the landing page:

  • Is not fully functional
  • Doesn’t match the product or service shown in the ad
  • Doesn't follow the Facebook Advertising Policies

3. Personal attributes

As mentioned earlier in the article, we can’t run an ad with content targeting someone’s personal attributes. See the example here:

“Are you finding it tough to get slim? Check this out.”

Here your ad is suggesting you know about the person seeing the ad. The problem is that Facebook users who are indeed finding it tough to get slim can easily be concerned about how you came to know their personal information. Your ad should focus directly on the product or service you are offering.

See the right example below:

“Check out our tailored fitness services.”

Here, the ad is not guessing or judging someone’s physical attributes. We are just promoting the services the fitness center offers, which is acceptable under Facebook’s ad policies.

4. Brand Usage

Ads linking to Facebook or Instagram should not represent the Facebook brand in a way that makes it the most prominent feature of the creative. As per Facebook advertising guidelines, we cannot modify Facebook brand assets in any way, such as by changing the design or colour of the logo.

For instance, always display the word "Facebook" in the same font size and style as the text surrounding it. To play safe, it is advisable to avoid using the Facebook brand name or logo in your ad.

5. Age-restricted Material

Advertising products such as alcohol in countries where it is allowed to do so, must meet the guidelines which include age restriction.

So, these are some of the common checks we should perform before creating our ad on Facebook & Instagram, as they tend to be the most common reasons for ads getting disapproved.

Check out Instagram’s Terms of Use page to find more about the Ad policies while creating Instagram Ads. Additionally, follow the Instagram Community Guidelines, Instagram Platform Policy, and Music Guidelines. You will find the information summarised for the above guidelines on Instagram’s Terms of Use page.

How does Mediaqart help you?

When you start an ad campaign using Mediaqart, the ad is first reviewed by Mediaqart to see if it is created as per Facebook’s ad policies. Only after Mediaqart’s review, the ad is sent for Facebook’s review. As a result, most of our platform users never face the issue of ad rejection.

However, sometimes the ad can still face disapproval. In those cases, we notify the user about the possible reason for the ad’s rejection. Once the changes are done to meet the Facebook guidelines, the ad goes under Mediaqart’s review and then sent for Facebook’s approval. You can expect a response within 48 hrs to the ad’s resubmission.

In cases where Mediaqart thinks that the ad might have been flagged incorrectly, it raises a request to Facebook for a manual review of the ad.

Conclusion

Most of the time, the ad is not approved when we don’t follow the guidelines although there are times when it can be flagged incorrectly. If you have to recreate a brand-new ad, make sure your image, content and landing page are not violating the Facebook & Instagram guidelines.

Have you had your Facebook ad rejected for odd reasons? Let us know! Our expert team can assist you with the right information to start a successful ad campaign using our easy-to-use advertising platform - Mediaqart.