Facebook officially publishes a guide to advertising policy for the fintech industry

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The fintech industry is booming, and to help practitioners make better use of Facebook, the world's premier digital platform, to market, reach high-quality audiences, and create a good user experience, Facebook has launched an advertising policy guide for the fintech industry to make advertising more regulated.

The scope of fintech applications

The following four types of apps are fintech apps and must follow policies when running Facebook ads.

One. Borrowing class

Companies use fintech to provide loans to users. The term of the loan must meet Facebook standards and cannot be cash advanced.

Two. Investment class

Fintech services include equities, fixed income, foreign exchange, commodity trading and data subscriptions.

Three. Payment with wallet class

Includes e-payments and e-wallets that allow consumers to easily transfer money or pay online.

Four. Cryptocurrency class

Facebook has set up a standardized whitelisting process for such apps, as detailed below.

Pre-approval is required to serve your ads

Fintech merchants need prior approval to run ads. Please note that merchants may not advertise cryptocurrencies and their related products and services, such as Bitcoin or Ethereum, without prior written permission from Facebook.

Advertising requests for cryptocurrency products and services:

1. Once you're creating an ad account, go to the exclusive page to submit an external whitelist:

https://www.facebook.com/help/contact/532535307141067

2. The Facebook GSO team will submit an internal whitelist application form

Please note that this licensing process is only available to customers with a dedicated service.

An overview of the key points of the advertising policy

When creating Facebook ads, fintech businesses should strictly follow the following policies to allow ads to be reviewed and published smoothly.

Payday loans, salary advances and bail services may not be advertised:

It is prohibited to advertise payday loans, salary advances, bail services, or any other small short-term loans needed to meet people's spending before their next payday.

Do not advertise misleading or deceptive financial products and services:

Promotion of financial products and services that are often associated with misleading or deceptive promotions, such as First Token Issue (ICO), Binary Options Trading, or Blockchain, is prohibited.

Do not include content that expresses or implies that the user has certain personal characteristics:

Including directly or indirectly emphasizing or implying a person's race, religion, age, gender, disability, state of health (physical or psychological), financial status, criminal record, etc.; "In urgent need of cash to pay for it?" "and so on."

Do not contain misleading or false content:

Deceptive, false, or misleading content, including deceptive statements, offers, or ways, is strictly prohibited in ads, landing pages, and business practices, such as "Your friend is using the app" or "Successfully borrowed $100."

Ads must not use too much text:

Too Chinese images may result in fewer ad reach or even no delivery. Facebook provides detailed guidance and specialized tools to help you reduce image text, visit the Advertiser Help Center.

Learn more:

https://www.facebook.com/business/help/980593475366490

Users may not be asked to provide the following information in Lead Ads without Facebook's prior permission:

1. Government-issued identity documents: such as social security numbers, passport numbers, driver's license numbers, etc.

2. Account number: such as frequent flyer number, credit card number, broadband/telephone account number, etc.

3. Financial information: such as bank account number, credit card, debit card number, etc.

Please go to the relevant page for details:

https://www.facebook.com/policies/ads/prohibited_content

No discriminatory practices may be used in the posting of advertisements:

Inappropriate targeting or exclusion of specific ad populations or the addition of discriminatory content to advertising is strictly prohibited. When running fintech-related ads, advertisers must state that they will comply with Facebook's anti-discrimination policy and applicable anti-discrimination laws. Use the Declaration button in Ads Manager to complete the claim.

Please go to the relevant page to learn more:

https://www.facebook.com/policies/ads/prohibited_content/discriminatory_practices

Following Facebook's advertising policy helps you create high-quality ads and get the best results. If you believe your ad was misjudged, please contact your account team for further investigation in order to properly handle your complaint.

For more details

PandaMobo Director of Fintech, Guo Shi

WeChat/Mobile: 18601263463

Mail :guoshi@pandamobo.com