Facebook has strict policies on what can and cannot be advertised on their platform. Understanding these policies is crucial for anyone wanting to run Facebook ads and avoid having their ads rejected or their account suspended.
There are several broad categories of prohibited content for Facebook ads:
- Illegal, prescription or recreational drugs
- Weapons, ammunition, or explosives
- Tobacco products and related paraphernalia
- Unsafe supplements
- Adult products or services
- Discriminatory ads
- Misleading or false advertising
- Sensitive content
- Infringing on intellectual property
In this comprehensive guide, we will explore each of these categories in detail, providing examples of prohibited ad content and explaining Facebook’s rationale behind banning such material. We will also highlight some common mistakes advertisers make that get their ads rejected.
Illegal, Prescription or Recreational Drugs
Facebook does not allow ads that promote or facilitate the sale of illegal, prescription, or recreational drugs. This includes:
- Illegal drugs such as cocaine, heroin, LSD, and methamphetamines
- Prescription drugs without a prescription
- Recreational marijuana, even in places where it is legal
- Drug paraphernalia
- Instructions for manufacture of drugs
Facebook aims to keep their platform and users safe. Promoting drug use violates their community standards and often breaks the law. Prescription drugs in particular can be dangerous if used incorrectly without medical supervision.
Sometimes ads that seem unrelated get rejected because the products subtly allude to drug use. For example, ads for glass water pipes and bongs often get disapproved under this policy.
Common Mistakes
- Using slang or coded language like “herbal incense” or “medicine”
- Showing drugs or drug paraphernalia in ad images
- Targeting interest categories related to drug use
Weapons, Ammunition, or Explosives
Facebook prohibits any ads promoting the sale or use of weapons, ammunition, or explosives. This includes:
- Guns, firearms, 3D printed guns
- BB guns, airsoft guns
- Knives, swords, pepper spray
- Bombs, grenades, mines, missiles
- Ammunition, bullets, shells
Once again, Facebook aims to keep their community safe by deterring violence. Promoting weapons also conflicts with various laws around the world. The ban extends beyond just ads for the weapons themselves. Accessories, parts, or training in the use of prohibited weapons are also forbidden.
Common Mistakes
- Showing people holding weapons in ad images
- Using phrases like “tactical gear” or “self-defense” products
- Targeting interest categories related to weapons or combat
Tobacco Products and Related Paraphernalia
Facebook does not allow the advertising of tobacco products, including:
- Cigarettes
- Cigars
- Smokeless tobacco
- Electronic cigarettes
- Vaping devices
- Hookah
- Lighters, rolling papers, etc.
This prohibition aims to limit tobacco use, which has many negative health effects. Note that ads for tobacco-related products like lighters or rolling papers are banned even if they don’t directly promote tobacco use. Facebook also disallows ads for groups, events, and media related to tobacco use.
Common Mistakes
- Depicting tobacco products or paraphernalia in ad images
- Using coded language like “herbal smoking blend”
- Targeting interest categories related to tobacco products
Unsafe Supplements and Pharmacies
Facebook aims to protect users from untested, ineffective, or dangerous health products. They prohibit:
- Supplements making health or weight loss claims
- Pharmacies operating without regulation or oversight
- Herbal remedies with unproven effects
Examples of disallowed supplement ads include weight loss pills, muscle building powders, and brain boosting nootropics. Facebook requires extensive approval and scientific evidence for health claims.
Ads for pharmacies or drug suppliers based in countries with limited regulation like India or Mexico are banned. These pharmacies often dispense prescription drugs without oversight.
Common Mistakes
- Making exaggerated or unsubstantiated health claims
- Targeting developing countries lacking regulation
- Using scientific jargon or fake doctor endorsements
Adult Products or Services
Facebook restricts advertising of adult content to protect minors and avoid facilitating exploitation. Prohibited ads include:
- Pornography, live sex shows
- Escort services, prostitution
- Strip clubs, gentlemen’s clubs
- Adult toys, enhancement products
- Nudity or sexually suggestive content
Note that suggestive ads may get rejected even if not explicitly adult-oriented. Facebook aims to maintain a family-friendly environment.
Common Mistakes
- Sexually provocative images showing too much skin
- Using euphemisms like “adult entertainment” or “companionship”
- Targeting interest categories related to adult content
Discriminatory Ads
Facebook prohibits ads that discriminate against people based on personal attributes such as:
- Race or ethnic origin
- Religion
- Sex
- Gender identity
- Sexual orientation
- Disability or disease
- Age
- Nationality
For example, ads may not exclude users by ethnicity, deny services to people based on religion, or mock those with disabilities. This policy aims to prevent prejudice and hate.
Common Mistakes
- Using offensive, vulgar or derogatory language
- Promoting harmful stereotypes
- Encouraging violence towards marginalized groups
Misleading or False Advertising
Facebook aims to protect users from predatory advertising and scams. They disallow:
- False or exaggerated product claims
- Bait-and-switch or scam products
- Clickbait headlines or images
- Misleading targeting or placements
For example, ads cannot make unsubstantiated claims about health benefits or investment returns. Prices and discounts must be real. Controversial affiliate marketing practices may also get ads rejected.
Common Mistakes
- Unsubstantiated claims like “lose weight fast”
- Prices that seem too good to be true
- Affiliate ads masked as normal posts
Sensitive Content
Facebook aims to avoid exposing their community to graphic, shocking, or disturbing material. They prohibit:
- Explicit violence or gore
- Sexual content
- Hateful or incendiary content
- Sensitive events like terrorism or natural disasters
Note that context is important. For example, news coverage of a natural disaster may be allowed when an exploitative ad capitalizing on it would not.
Common Mistakes
- Violent or profane imagery, even if symbolic
- Disrespectful treatment of traumatic events
- Targeting interest categories related to sensitive topics
Infringing on Intellectual Property
Facebook respects intellectual property rights and prohibits ads that infringe on them. This includes:
- Copyrighted content
- Trademarks
- Counterfeit goods
For example, ads cannot use a brand’s logo without permission or sell knock-off versions of branded products. Rights holders can report IP violations to have such ads removed.
Common Mistakes
- Using brands, logos, or images without licensing them
- Making lookalike products mimicking popular brands
- Targeting interest categories related to a competing brand
Other Prohibited Content
In addition to the major categories above, Facebook also restricts advertising of:
- Payday loans, bail bonds, and check cashing services
- Cryptocurrencies and speculative financial products
- Substances that alter mental state like alcohol or CBD
- Online gambling and games of chance
- Dropshipping or cloned e-commerce stores
This aims to protect users from predatory lending, market volatility, addiction, and financial risks associated with these categories.
How to Avoid Rejection
Get approved the first time by following these tips:
- Review Facebook’s policies and know prohibited content
- Follow local laws and industry regulations
- Be honest, ethical and respect your audience
- Use common sense – if it seems questionable, avoid it
- See guide for complete list of risks
It is better to be conservative with your ads then push the limits and get rejected. Ads for common products and services like retail goods, professional services, apps and e-commerce are typically approved if ads guidelines are followed.
Conclusion
Facebook aims to provide a safe, high-quality advertising experience. While this means limiting some types of ads, their policies exist to protect users and society. By avoiding prohibited content, advertisers can successfully use Facebook to ethically grow their business.
The key is knowing what not to advertise. Illegal products, adult content, intellectual property violations, and offensive material will always get rejected. Following Facebook’s detailed policies, local laws, and general common sense goes a long way in steering clear of prohibited ad content.