Now that Facebook has launched their new advertising platform, many companies and individuals now have the ability to reach a vast new audience via Facebook ads. However, there are some products that Facebook won’t allow you to advertise on their site. You can always view the official Facebook ad guidelines online. Here is a quick recap of the ten types of content that are prohibited in Facebook ads.
Adverts may not promote the sale or use of firearms, ammunition, paintball guns, bb guns, fireworks, explosives, pepper spray, knives, tasers, or weapons of any kind, including those used for self-defense. Adverts may not directly or indirectly link to landing pages where people can purchase any of these products.
Images of weapons are acceptable, as long as the weapon is not pointed directly at the person seeing it. Adverts which are allowed are promoting blogs or groups that exist to help connect people whose interests are related to these products are allowed as long as the service does not lead to the sale of any weapons or explosives.
2. Tobacco Products
Adverts may not promote the sale or use of Tobacco or tobacco-related products, including cigarettes, cigars, chewing tobacco, tobacco pipes, hookahs, hookah lounges, rolling papers, vaporizer devices and electronic cigarettes or say “Buy cigarettes and e-cigarettes here today!”
Ads for Blogs or groups connecting people with tobacco-related interests are allowed as long as the service does not lead to the sale of tobacco or tobacco-related products. Anti-smoking campaigns and e-books, counselling services for smoking addiction and smoking rehabilitation programmes or facilities are also allowed.
3. Adult Content
Adverts must not contain adult content. That includes nudity, depictions of people in explicit or suggestive positions or activities that are overly suggestive or sexually provocative. Sexually suggestive content includes images focused on individual body parts, such as abs, buttocks or chests, even if not explicitly sexual in nature. Nudity or implied nudity, even if artistic or educational in nature Excessive visible skin or cleavage, even if not explicitly sexual in nature.
4. Personal Attributes
Adverts must not contain content that asserts or implies personal attributes 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.
You can’t use text referencing or allude to personal attributes or characteristics of the targeted group or individual using the word “other” to reference a particular characteristic.
An example would be that you use “Looking for Buddhists near you?” but not “Meet other Buddhists.”
5. Personal Health
Adverts must not contain “before-and-after” images or images that contain unexpected or unlikely results. Advert content must not imply or attempt to generate a negative self-perception to promote dietary, weight loss or other health-related products. Adverts for health, fitness or weight loss products must be targeting people aged 18 years or older.
An image of a person lifting up their shirt which is zoomed out would be compliant, an image of a person’s abs is zoomed in and non-compliant.
Using images that focus on physical fitness would be compliant, whereas a focusing on weight loss would be non-compliant if used to promote a dietary or weight loss product.
6. Spyware or malware
Hackers looking to sell malicious software will be rejected. Adverts must not contain spyware, malware or any software that results in an unexpected or deceptive experience. This includes links to sites containing these products.
7. Counterfeit documents
Forgers looking to expand from the back streets will run into problems on Facebook. Adverts may not promote fake documents, such as counterfeit degrees, passports or immigration papers.
8. Payday or cash advance loans
Companies that charge interest rates in the hundreds of percent or more won’t be entertained by Facebook. Adverts must not promote payday loans, paycheck advances or any other short-term loan intended to cover someone’s expenses until their next payday.
9. Penny auctions
Penny auctions lure consumers into thinking they can purchase high ticket items like iPads or designer handbags for a fraction of the retail price. What the companies don’t disclose is that you must pay to bid, expecting multiple people to pay money, with only the highest bidder receives the final item. Facebook has declared that no ads may promote penny auctions, bidding fee auctions, and other similar business models.
10. Surveillance equipment
Q from James Bond won’t be able to sell any of his new ideas on Facebook. As adverts may not promote the sale of spy cams, mobile phone trackers or other hidden surveillance equipment. However, Magnum PI is allowed the promotion of private detective services.