A new guide to Facebook's advertising policy

Basics of Facebook's advertising policy

When you create an ad, you need to always keep Facebook's advertising policies in mind. Our advertising policy specifies the types of ad content that is allowed to be published. We will review all ads created by advertisers in accordance with these policies. In this section of the topic, we'll cover some common policies for what's shown in your ads, but we recommend that you browse the entire Ad Publishing Policy site before creating an ad.

The text used in the title and body of the ad

Disclosure of user privacy

Ads may not directly or indirectly indicate or imply a user's personal characteristics. This includes the user's name, race, ethnicity, sexual orientation, physical disability, intellectual disability, medical status and financial status. At the same time, advertising cannot amplify personal defects or implied discrimination.

Do not use vulgar language

Do not use vulgar, profane, or insulting language, or use offensive, offensive, or bullying text.

Do not contain false statements

Facebook and Instagram ads must not contain false, fraudulent or misleading statements or content. Any statement in the advertisement must be well-factual.

Now that you've learned about the landing page's advertising policies, we'll cover some of the policies for advertising creativity.

How to follow Facebook's advertising policy: Landing pages

Our advertising policy provides guidance on what advertising content is allowed to be published. When you create an ad, you need to always keep Facebook's advertising policies in mind.

This section topic describes some common policies for what you're showing on landing pages, which are the target sites or pages you set for the audience you click on your ad, but we recommend that you browse the entire ad publishing policy site before you create an ad.

The landing page in the ad

Landing page is the page of a website that a user arrives at after clicking on an ad. All landing pages must clearly represent the company, product, service, or brand that advertises.

Ads will be rejected if the landing page content is not accessible properly, does not match the products/services advertised, or violates our advertising policies. To provide a positive advertising experience for your audience:

Suggestions.

Present content directly and clearly. Make sure the page is easy to navigate.
Make sure that the content of the landing page is closely related to your ad. Directing your audience to irrelevant content or unexpected landing pages can create confusing and negative ad experiences.
Make sure that the landing page contains brand image (look, feel, and style) that is consistent with your ad.

Ban.

Jump your ads to landing pages that contain very little original content or that are of poor or incomprehensible quality.
Implanting a large number of embedded or pop-up ads in original content on landing pages distracts your audience.
Use over-cropped ad images or scary, pornographic ad essays to trick your audience into clicking on your ad.
Try to see revenue generated through Facebook ads. For example, landing pages with Facebook ad links should not require audiences to click on other ads to access the site's content.
Show poor-quality ads, or scary, pornographic images.

How to follow Facebook's advertising policy: Creativity

When you create an ad, you need to always keep Facebook's advertising policies in mind. Our advertising policy specifies the types of ad content that is allowed to be published. We will review all ads created by advertisers in accordance with these policies.

Here are some common policies for creative material for your ads. We also recommend that you browse the entire ad publishing policy site before creating an ad.

Compare the picture before and after

Ads may not use "back-to-back" images, or images that contain unexpected or impossible results (such as side-by-side comparisons of amazing weight loss effects).

sexual innuendo

The images in the ad should not be overly pornographic, nudity-suggestive, overexposed to skin or cleavage, or unnecessarily distinctive to body parts, even for artistic or educational reasons.

frightened and intimidated

The use of horrific, bloody or appalling images is prohibited. We prohibit the use of such images because they may cause alarm or disgust to the audience.

Brand assets

Ads must not contain modified or expired versions of the Facebook or Instagram logo, or imitate or use trademarks, names, domain names, logos, or other elements like ours to avoid confusion. Also, use the Facebook or Instagram logo without implying a partnership with Facebook.

How to follow Facebook's advertising policy: Text in pictures

We found that images with less than 20% text content performed better. All newly created ads must be reviewed to check the percentage of text in your ad image. Depending on the review results, ads with a higher percentage of image text may have fewer reach or even no display at all.

Picture text: Appropriate

Ad images do not contain or contain only a small amount of text. This is our recommended picture style.

Picture text: Low percentage

Ads may have a small reach.

Ad images contain too much text, which can result in reduced reach. Facebook recommends that ad images contain little or no text. Use a picture with less text, a smaller font, or no text logo.

Picture text: Medium percentage

Ad reach can be very low.

Ad images contain too much text, which can result in reduced reach. Facebook recommends that ad images contain little or no text. Use a picture with less text, a smaller font, or no text logo.

Picture text: High percentage

Ads may not run.

Your ad image contains too much text to reach your audience. Facebook recommends that ad images contain little or no text. Unless it's an eligible exception, try a picture with less text, a smaller font, or no text logo.

If you're not sure what percentage of text is in your ad image, you can check it using our Image Text Checker before submitting your ad. While this tool may not be completely accurate, you can use it as a reference to help create and submit ads that are more likely to comply with the image text usage guidelines. How to avoid using text in ad images:

Make sure that most of the text is in the body of your ad, not directly on your ad image.
If you need to add text to a picture, try using more refined wording or reducing the font size. Note, however, that if the font is too small, it may be difficult to see clearly.
Avoid text overwriting the entire picture.

We understand that you sometimes need to use images with the necessary text in your ads. Therefore, your picture may become an eligible exception. Typical examples of such advertising images are calligraphy images, infographics, and movie posters.

Photo caption Check: https://www.facebook.com/ads/tools/text_overlay

Picture text scale

Picture text: Normal.

Your ads will run normally.

Picture text: Low.

Your ad may have low reach.

Picture text:

Your ad may have too low reach.

Picture text: High.

Your ads may not run.

Problems.

What do you mean there's too much picture text?
Ad image text includes text, text logos, or watermarks that appear in your ad image over a photo or illustration. It also includes text from a video thumbnail, as well as text from a picture used to promote a Page cover photo or a Page photo.

How much text should an ad image contain?
Facebook recommends that ad images contain little or no text because too much text will affect the user's experience on Facebook.

What should I do to reduce the amount of text?
Consider putting most of the text in the ad text area instead of the ad image. If you must use text, use a smaller font and reduce the amount of text to reduce the proportion of text in the picture. After you try to reduce the picture text, use this tool to re-check.