Facebook Advertising Policies & Guidelines

Facebook are getting some serious stick at the moment, and I’m not surprised.

You’ve probably heard the horror stories.

Highly successful ad accounts shut overnight; adverts rejected without reasoning and a total lack of clarity on the guidelines and rules.

Well, the truth is, Facebook have always been clear and up-front about their rules and policies, but hardly anybody bothers to read them.

Well in this weeks blog post, I’m going to dissect the key Facebook advertising policies, guidelines and rules that you need to very carefully obey when setting up your adverts and campaigns.

These are the rules that are assessed when you submit a new advert, and it goes through the ‘reviewing process’ which takes anywhere from one minute to 24 hours.

I’ve even used some visual examples for you.

So, shall we get stuck in?

Using Text In Images

This is one of the most commonly known rules when it comes to your Facebook ads.

Your Facebook ad images may not contain text that covers more than 20% of your image’s area.

This is to ensure that users get the best experience and don’t see any spammy posts and Facebook are notoriously strict with this.

Mentioning Facebook on Facebook

Like any business, you wouldn’t want all your customers using your name and logo without keeping a lid on it.

So Facebook has some strict rules when it comes to using their name in your adverts, through very simple DO’S and DON’TS

Do:

• Capitalise Facebook
• Display the word in the same size as all the other font

Do Not:

• Make Facebook plural or abbreviate it
• Use an alternate version of the logo

Pretty obvious stuff really.

Ads Must Not Promote …

Facebook are very strict about what you can promote on their advertising platform.

Course they are, they’ve got a solid reputation that they want to protect.

You cannot promote:

• Any sort of drugs (even prescription).
• Any sort of tobacco
• Unsafe supplements, which is decided by Facebook
• Any sort of weapons
• Adult products or services – aside from contraception and family planning.

If you’re reading this as a fitness/health expert and you have supplement products, then it’s a very cloudy subject.

At the end of the day, you have a Facebook member of staff determining if you’re supplement is safe or not.

My advice to you would be to build as much credibility as possible within your advert/landing page.

Any stamps of ‘safety’ or ‘tests’ that have been run must be prominent.

The rest is “hit and hope”.

Your Images Must Not Contain …

The images that you use on your adverts are a debatable subject from Facebook expert to another.

Some aim to use pattern-interrupt, and some tend to use the credibility route – but Facebook have their own set of rules.

This obviously includes no sex, or images that may imply nudity and no shocking or violent images.

But the most interesting subjects that stands out is the rules against using “Content that asserts or implies personal attributes”.

In Facebook’s words this says:

“This includes direct or indirect assertions or implications about a person’s race, ethnic origin, religion, beliefs, age, sexual orientation or practices, gender identity, disability, medical condition (including physical or mental health), financial status, membership in a trade union, criminal record, or name”

Here’s the example image they used:

Good Vs Bad

Continuing the theme of your images, Facebook then gave examples of what’s good and what’s bad.

The first subject was the use of non-existent functionality.

For example, the ‘play’ button that people sit on images to make them look like a video player or buttons that don’t work correctly.

They don’t mind ‘fake’ buttons that are honest, here’s their example:

Another interesting rule was the use of unrealistic results or before and after pictures (another one for the fitness world).

Here’s the example image they used:

Even though the before and after are a marketers best friend and so powerful – Facebook doesn't like them.

So, my advice to you would be to lead with intrigue.

Your Facebook ad image could be a picture of your client with a caption saying: “Want to see how much I lost in 6 weeks?”

Then on the landing page could be a client testimonial video – there’s always ethical ways to prove you’re genuine.

Verdict

We’ve covered the main discussion points, but if you want to see the full page and all the T&C’s then the links at the bottom of this page.

Generally, if you’re genuine, don’t mislead users and are an ethical marketer, there’s not much to worry about.

Until next week,
Emma x

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

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