Facebook Ads

Why is Facebook rejecting my ads?

When doing advertising campaigns on Facebook on a regular basis, we find that on some occasions, the ads we have published have been rejected without our being able to fully understand the reason.

Not understanding why Facebook rejects your ads causes that in the majority of cases, we have to create them again or modify some of their parts blindly, waiting for Facebook to approve them in a few hours or days. In many cases, this whole process can take up to 24/48 hours, with the loss of time that this takes for companies. But in other cases, usually related to what Facebook considers serious violations of its ad policies, the social network can take more severe measures that can even lead to the permanent closure of our advertising account. But let's not anticipate events. If Facebook has ever rejected your ad and you have not quite understood why in this article we are going to tell you the most common reasons why Mark Zuckerberg's social network can reject them and how to avoid it. After reading it, don't make the same mistakes and you can get your Facebook Ads campaigns into circulation as soon as possible. But first of all, we are going to briefly comment on what the Facebook ads review process consists of. 

Facebook Ads Review Process

First of all, we have to understand that Facebook has 2 ways of reviewing its ads: a manual and an automatic one, the automatic process is generally faster than the manual, since the latter depends on real people who are part of the Facebook team and who are responsible for solving these types of issues. During the automatic process, Facebook does a first screening of the content most likely to be violating its advertising policies, while the subsequent manual review serves to examine the less clear cases.

How long does it take for an ad to be approved?

An ad can take anywhere from a few minutes to hours to a few days to get into circulation. As you can read in the official information that Facebook provides to all its users, and that you can find in the article: Information about the ads under review. Although it is true that most of the time the times oscillate between 24/48 hours, generally when we try to launch an ad during the weekend or during holidays when Facebook has less staff, the ads can take a little longer to be approved. Normally this social network uses automatic review on this type of occasion. Especially for those accounts that have not previously had violations or problems with Facebook. So if you are a reputable advertiser who does not violate their ad policies normally, the system can be more flexible and your ads can be approved sooner. 

Why is Facebook rejecting my ads? Facebook policies to consider

There is a way to prevent this from happening, or if it has already happened, to put a solution to it: know the reasons why Facebook can reject our ads to avoid or correct it.

Non-compliance of Facebook advertising policies

Since we are suffering the effects of the coronavirus, Facebook also does not stop promoting certain items that are closely linked to the essential items that we must use to be able to combat it, or that promise to cure it. By this, we refer to items such as sanitary masks, hydroalcoholic gels, disinfectant wipes and other high demand products related to COVID-19.

Use branding in ads

Facebook does not allow advertising of other brands within our Facebook ads. Ads must not contain any content that infringes on the rights of third parties. For example, copyright, trademark, privacy, publicity, or other personal or property rights. We can have problems, if within our ads:

  • We change the text of those brands that have already been registered, getting their phrases modified. 
  • We change the color of the logo.
  • We adapt logos or registered images.
  • We use images from Facebook, to imply that our announcement is "official".

Ads with images of sensitive products

Facebook, in this regard, is very strict, saying that the sale or use of prescription drugs or illegal drugs should not be promoted. Images in advertisements must not include drug paraphernalia.

"Before" and "After" Ads

According to Facebook, these types of ads will also be prohibited, since they can show unexpected or unlikely results. Generating negative images of the users themselves, which can cause discomfort. An ad can also be rejected, if our image is focused on a particular area of the body. So if, for example, the image includes a male model showing abs, it is preferable to use a full-length photo rather than one where only his stomach is visible. Also, keep in mind that some products are considered content restricted. For example, weight loss ads should be directed at people 18 years of age or older. 

Make users feel bad

Facebook ads shouldn't make your users feel bad about seeing them. If the intention that we want to convey with them is sad or denotes "depression", our ads will be rejected. We must make sure that our ad text denotes a positive attitude. Phrases like "Tired of being overweight?" Will cause our ads to be rejected as soon as they go into circulation.

Use fake buttons in our ads

Facebook, unlike other platforms, does not allow us to include images that simulate Call to actions in our ads. For this reason, many advertisers choose the option of inserting "fake buttons" within their own images in order to direct us to a landing page or website. An example of this are buttons that simulate the playback of videos or the cart of your online store, without having any functionality. These ads will also be rejected by Facebook, as misleading advertising.

Link to a broken website

Facebook can reject an ad if it contains a link that leads to a website that does not work or that it considers to be suspected of violating some point of its policy.

Ads with a lot of text in your images

Since October 2020, this limitation has been removed and Facebook no longer penalizes us for using images with too much text. A few years ago, Facebook directly rejected the ad that did not meet this standard. The well-known "rule of 20" told us that the text in the image should not exceed 20% of the total image. If you do, your reach would be limited and impact fewer people, not having the expected performance.

These are just a few examples of ads to help you understand why Facebook rejects your ads. And you, do you know or have you found more reasons why Facebook has rejected your ads? If you want more information, do not miss our Guide on how to advertise on Facebook Ads for SMEs and freelancers, in which you will learn the keys to have successful advertising campaigns, get more customers for your business and sell more.