What you can and can’t advertise in Facebook Ads

When you create an ad, it goes through Facebook moderation. Usually, this process takes no more than a day. Here's what moderators check in your campaigns:

Let's consider all the prohibitions in the following order, which landing pages cannot be used to target audiences, what can and cannot be advertised in Facebook Ads, and how to pass moderation without major issues or delays.

Landing page quality

The page that you lead the user to from the ad should be a full-fledged landing page. The content should correspond to the text of the ad. No pages with redirects, images, documents, or fake sites.

On the landing page, you cannot:

- Collect confidential data

- Offer to download any software without which it is impossible to read the content of the page

- Have multiple pop-up windows

- Offer illegal goods and services

What you cannot advertise

The most important thing is not to promote products and services that are prohibited by the legislation of the country in which you are advertising. However, there is a specific set of products and services that Facebook will reject advertising for regardless of the country:

1. Tobacco, electronic cigarettes, as well as bongs, rolling papers, vaporizing devices.

2. Human growth hormones, ephedra, anabolic steroids.

3. Weapons, ammunition, explosive substances. This also includes paintball guns, self-defense weapons, fireworks.

4. Products and services for adults. The entire sex industry, including the assortment of sex shops, is prohibited from advertising in Facebook Ads. Exceptions are products and services for sexual and reproductive health, family planning products, and contraception. Advertising must be targeted at users over 18 years old, and it should not focus on sexual pleasure.

4. Microloans, payday loans, loans. Advertising short-term financial services (up to 90 days) is prohibited.

5. Network marketing, Scandinavian auctions, and other questionable business models. It is prohibited to promote potentially fraudulent services that deceive users or harm third parties. This is not only about financial fraud. For example, Facebook Ads will not show advertisements promising to disclose confidential information about third parties or to artificially increase likes and views for the user.

What you can advertise with restrictions

Some products and services are allowed to be promoted on Facebook platforms and networks. However, they are subject to local laws and other restrictions.

1. Alcohol. In some countries, alcohol beverages can be advertised with age restrictions. In Russia, there is a complete ban.

2. Dating services. Dating services must obtain written permission from Facebook for advertising. Advertisements must exclude any sexual context and target users over 18 years old with a relationship status of "Single" or "Unspecified."

3. Gambling, simulated gambling, and online games with deposits. If participation involves financial risks, advertising must fully comply with local laws, relevant rules, and obtain written permission from Facebook. Both gambling and simulations limited to virtual bets should only be promoted to users over 18 years old.

4. Prescription and over-the-counter medications, online pharmacies. Only manufacturers of prescription medications, online pharmacies, and telemedicine service providers can advertise prescription medications with written permission from Facebook. Over-the-counter medications can be promoted considering local legislation. Online pharmacies can be advertised with LegitScript certification.

5. Subscription services. Subscription terms must be transparent, and advertising must target people over 18 years old. More details can be found in Facebook's Advertising Policies.

6. Financial and insurance products and services. The same two conditions are applied, transparency and targeting users over 18 years old. More details can also be found in Facebook's Advertising Policies.

7. Health, cosmetology, addiction treatment. Advertising for dietary supplements, cosmetic procedures, plastic surgeries should target people over 18 years old. "Before" and "after" photos cannot be used. Promoting addiction treatment centers will require LegalScript license.

8. Cryptocurrency and related products and services. Written permission from Facebook is required.

9. Content related to public interest and politics, including elections. Restricted by the legislation of the country where the advertising is active. Written permission from Facebook is also required.

Additionally, communities and materials related to firearms, toy weapons, gun safes, holsters, hunting and military clothing can be advertised but shown only to adult users (18+).

How you can’t advertise

In Facebook Ads, there are restrictions on the targeting options, requested data, and ad content.

Targeting options cannot be used for discrimination, insults, provocations, or aggressive advertising campaigns. Recently, targeting options have been completely prohibited for underage audiences. For them, only age can be specified in the ad settings.

You will need written permission from Facebook if you plan to request the following data in lead forms:

Additionally, you should not request information that can be obtained through pre-filled responses.