Meta (formerly Facebook) has emerged as one of the most powerful platforms for affiliate marketers, advertisers, and brands to reach their target audience and achieve their marketing goals. With over 2.9 billion monthly active users, Meta offers an unparalleled opportunity for advertisers to connect with potential customers and drive measurable results
However, working with Meta's advertising policies and dealing with account bans can be a problem for even the most experienced marketers. This has made many marketers think twice about working on Meta because they don't want to take the risk. It's not as easy as before to run certain types of ads on the platform, and that has pushed a lot of affiliates to the sidelines.
As an affiliate marketer or advertiser, it's crucial to understand and adhere to Meta's policies to ensure the success and longevity of your ad campaigns. Failing to comply with these guidelines can lead to ad rejections, account suspensions, and even permanent bans, which can have a devastating impact on your business. Moreover, when faced with an account ban, knowing how to communicate effectively with Meta's moderators can make all the difference in getting your account reinstated quickly.
In this article, we'll analyze Meta's advertising policies, exploring the key areas you need to be aware of and the common pitfalls to avoid. We'll also provide practical tips and strategies for writing compliant ads that deliver results while minimizing the risk of policy violations. Additionally, we'll walk you through the process of appealing an account ban and share best practices for communicating with moderators to get your account back up and running as soon as possible.
Understanding Meta's advertising policies
To create successful ad campaigns on Meta, it's essential to have a solid understanding of the platform's advertising policies. These policies are designed to ensure a safe, respectful, and trustworthy environment for both advertisers and users. By familiarizing yourself with these guidelines, you can create ads that not only comply with Meta's standards but also resonate with your target audience and drive meaningful results for your business.
One of the core aspects of Meta's ad policies is the list of prohibited content. This includes content that is illegal, misleading, discriminatory, or offensive. Some examples of prohibited content include:
- Illegal products or services, such as drugs, weapons, and counterfeit goods
- Deceptive or misleading claims about products, services, or business practices
- Hate speech, harassment, or content that incites violence or discrimination
- Adult content, including nudity, sexual activity, and explicit language
- Infringement of intellectual property rights, such as copyright and trademark violations
It's important to review your ad copy, images, and landing pages to ensure they do not contain any prohibited content. If Meta detects a violation, your ad will be rejected, and repeated offenses can lead to account suspension or even a permanent ban.
In addition to prohibited content, Meta has specific policies for restricted content categories. These are industries or topics that are allowed on the platform but are subject to additional requirements and limitations. Some examples of restricted content categories include:
- Alcohol: Ads promoting alcohol must comply with local laws and target only users of legal drinking age.
- Dating: Dating ads must not be sexually suggestive and must target users 18 years or older.
- Financial services: Ads for financial products and services must clearly disclose any risks and must not promote misleading or deceptive offers.
- Healthcare/ Nutra: Ads for healthcare products and services must not make misleading or unsubstantiated claims and must comply with applicable regulations.
When creating ads in a restricted content category, it's essential to review the specific policy requirements and ensure your ad complies with all applicable guidelines. Failure to do so can result in ad rejection or account penalties.
Meta has specific requirements for ad formatting to ensure a consistent and high-quality user experience. These requirements cover aspects such as text length, image dimensions, and video duration. Some key ad formatting guidelines to keep in mind include:
- Text: Ad copy must be clear, accurate, and free of grammatical errors. There are character limits for different ad placements, so be concise and compelling in your messaging.
- Images: Ad images must be high-quality, relevant to the product or service being promoted, and comply with Meta's 20% text rule (i.e., no more than 20% of the image can be covered by text).
- Videos: Video ads must be high-resolution, engaging, and optimized for mobile viewing. There are specific duration limits for different ad placements, so keep your videos short and impactful.
Adhering to Meta's ad formatting requirements not only helps your ads get approved but also ensures they are visually appealing and effective in capturing your target audience's attention.
Common Meta policy violations
Even well-intentioned advertisers can sometimes run afoul of Meta's policies. Here are some common policy violations and tips for avoiding them:
1. Misleading claims
One of the most frequent policy violations is the use of misleading or exaggerated claims in ad copy or landing pages. Meta takes a strict stance against any content that deceives or misleads users, as it erodes trust in the platform and can harm the user experience. Some examples of misleading claims include:
- False statements about product features, benefits, or results
- Bait-and-switch tactics that lure users in with a misleading offer and then present a different product or service
- Misleading price comparisons or discounts that are not genuinely available
- Exaggerated or unrealistic claims about potential earnings or financial gains
To avoid making misleading claims, ensure your ad copy and landing pages are accurate, truthful, and backed by evidence. Use clear and concise language, and avoid using superlatives or hyperbole that could be perceived as deceptive. If you're making claims about specific results or benefits, include disclaimers or qualifications as needed to provide context and transparency.
2. Improper targeting
Another common policy violation involves improper targeting practices, particularly when it comes to sensitive categories like age, gender, race, and religion. Meta has strict guidelines in place to prevent discriminatory targeting and to protect users from being unfairly excluded or targeted based on protected characteristics.
Some examples of improper targeting include:
- Excluding certain age groups, genders, or races from seeing your ads without a legitimate reason
- Using targeting criteria that could be perceived as discriminatory, such as targeting only men for job ads in male-dominated industries
- Creating ad copy or images that appeal to specific protected groups while excluding others
To avoid improper targeting, review Meta's non-discrimination policy and ensure your targeting criteria are based on legitimate and relevant factors, such as interests, behaviors, and demographics that are directly related to your product or service. Avoid using targeting options that could be perceived as discriminatory or exclusionary, and be mindful of the language and imagery used in your ads to ensure they are inclusive and respectful.
3. Poor landing page experience
The quality and relevance of your ad's landing page are just as important as the ad itself. Meta expects advertisers to provide a smooth and engaging user experience that delivers on the promises made in the ad. Some common landing page issues that can lead to policy violations include:
- Broken links or error pages that prevent users from accessing the content
- Slow loading times or excessive pop-ups that frustrate users and cause them to bounce
- Misleading or irrelevant content that doesn't match the ad's claims or offer
- Lack of clear call-to-action or conversion path, making it difficult for users to take the desired action
To ensure a positive landing page experience, regularly test your pages for functionality and performance. Optimize your pages for fast loading times, and remove any unnecessary elements that could distract or annoy users. Ensure your landing page content is relevant to the ad and provides a clear and compelling path to conversion. Use clear calls-to-action, and make it easy for users to find the information they need to make an informed decision.
4. Inappropriate images or offensive content
Meta has a zero-tolerance policy for content that is inappropriate, offensive, or harmful to users. This includes ads that contain:
- Explicit or suggestive sexual content, nudity, or adult themes
- Violent, gory, or shocking images or videos
- Profanity, hate speech, or discriminatory language
- Content that promotes or glorifies drug use, alcohol abuse, or other harmful behaviors
To avoid inappropriate or offensive content, carefully review your ad copy, images, and videos to ensure they are suitable for a general audience. Avoid using language or imagery that could be perceived as vulgar, discriminatory, or insensitive. If your ad contains content that could be considered mature or controversial, use appropriate age and content targeting to ensure it is only shown to suitable audiences.
4. Excessive text in Images
Meta has a longstanding policy that limits the amount of text that can appear in ad images. Known as the 20% text rule, this policy states that no more than 20% of an ad image can be covered by text. The reasoning behind this rule is that images with excessive text can appear cluttered and spammy, detracting from the overall user experience.
To ensure your ad images comply with the 20% text rule, use Meta's Text Overlay Tool to check your images before submitting them for review. If your image exceeds the 20% limit, consider reducing the amount of text or using a different image altogether. You can also use text overlays or graphic elements to convey your message without relying solely on text within the image.
For more details on the policies, check out Meta’s advertising policy page
Communicating with moderators to unban your account
Despite your best efforts to create compliant ads, there may be times when your ad account gets banned due to a policy violation or misunderstanding. When this happens, it's crucial to know how to communicate effectively with Meta's moderators to get your account reinstated as quickly as possible. In this section, we'll walk you through the process of appealing an account ban and provide tips for crafting persuasive and professional communication with moderators.
1. Understanding the reason for the ban
The first step in appealing an account ban is to understand the reason behind it. Meta will typically provide a notification or email explaining the specific policy violation that led to the ban. Review this information carefully to identify the issue and determine the best course of action.
Common reasons for account bans include:
- Repeated ad rejections for policy violations
- Excessive negative feedback or user complaints
- Suspicious account activity, such as unusually high spending or engagement rates
- Fraudulent or unauthorized account access
- Non-payment of outstanding ad balances
Once you've identified the reason for the ban, you can start gathering evidence and crafting your appeal.
2. Gathering evidence and documentation
To increase your chances of a successful appeal, it's essential to gather relevant evidence and documentation that supports your case. This may include:
- Screenshots of your ads and landing pages showing compliance with policies
- Proof of authorization or permission to use specific content or trademarks
- Explanations or clarifications for any misunderstandings or misconceptions
- Documentation of steps taken to rectify the issue or prevent future violations
- Customer testimonials or feedback demonstrating the value and legitimacy of your business
Organize your evidence in a clear and concise manner, making it easy for moderators to review and understand your case. Be prepared to act as your own advocate and present a compelling case for why your ads should be reinstated.
3. Submitting an appeal
Once you have gathered your evidence, it's time to submit your appeal to Meta. You can do this through the official appeal process, which is typically accessible from your ad account dashboard or the notification email you received about the ban.
When submitting your appeal, keep the following best practices in mind:
- Be concise and professional in your communication, avoiding emotional or hostile language
- Acknowledge the specific policy violation and take responsibility for any mistakes or oversights
- Clearly explain the steps you have taken to rectify the issue and prevent future violations
- Provide relevant evidence and documentation to support your case
- Emphasize your commitment to complying with Meta's policies and creating a positive user experience
- The time of day you submit your support ticket can impact your chances of success. tickets submitted during APAC business hours tend to have the highest resolution rates.
After submitting your appeal, be patient and allow time for the review process. Meta's moderators handle a high volume of appeals, and it may take several days or even weeks to receive a response.
4. Following up and escalating
Persistence pays off. If your initial appeal is denied or you don't receive a response within a reasonable timeframe, don't give up. You can follow up on your appeal or escalate the issue to a higher level of review.
When following up on your appeal, provide any additional evidence or information that may strengthen your case. Reiterate your commitment to complying with policies and creating a positive user experience. If possible, try to speak with a different moderator or supervisor who may have a fresh perspective on your case.
If your appeals continue to be denied, consider seeking the assistance of a Meta advertising expert or agency. These professionals have experience navigating the appeals process and can provide valuable guidance and support in getting your account reinstated.
The art of effective policy communication
When it comes to communicating with Meta's policy teams, it's important to know how to make a strong arguments. One thing that can help is to back up what you're saying with facts and point to Meta's own ad rules. If you can, give them proof and examples.
For example, let's say they said your ad is breaking the rules because it promotes nutra offers. You can explain that your ad is actually about general health and wellness, not specific medical claims. Or if you're advertising a real estate investment, you can make it clear that it's not a discriminatory housing ad and that you properly labeled it in the right category.
The goal is to show that you're serious about following the rules and convince the support team to pass your case to the right people for review. There have been cases where well-structured arguments have worked and even gotten long-standing restrictions on accounts lifted.
Q&A with Maria Claudio, a former leader of the Global Performance Marketing team at Meta
To get some expert advice on this matter, we are including tips from Maria Claudio, the co-founder of Comply AI and former leader of the global performance marketing team at Meta. She has extensive experience managing over a billion dollars in ad spend during her time working at Facebook.
Q: What are some key factors Meta looks at when determining which advertisers get special treatment like a dedicated rep?
A: Based on my experience leading the global performance marketing team at Facebook, the key factors Meta looks at are:
- Consistent, gradual growth in spend month-over-month, rather than big swings. As a publicly traded company, Meta wants to show shareholders stable growth. Advertisers who can grow spend 5x each month look ideal to Meta.
- Adopting Meta's latest ad solutions and best practices. Advertisers who embrace things like Advantage+ placements, video ads, Reels, Messenger ads, etc. prove they believe in Meta's ad platforms. Letting Meta's systems optimize things signals you're a valuable partner.
- Having a compliant, sustainable business model that provides a good user experience. Meta wants users to have positive interactions with ads, not get taken advantage of by shady offers. Compliant advertisers tend to have 60% lower CPMs on average.
The more an advertiser checks these boxes, the more likely they are to get premium support, even if they aren't spending huge budgets. It's about being a good partner to Meta.
Q: What are some "red flags" that can cause issues with Meta ad accounts, and what do they mean?
A: Some major red flags to watch out for are:
- Landing in the "black hole": This means your website domain has been blacklisted by Meta, usually for being flagged as spammy or abusive in the past. You won't be able to run any ads.
- Identity/payment issues: If Meta keeps asking you to reverify your identity with documents or keeps rejecting your payment methods, that's a sign of deeper problems with the account.
- Pages getting unpublished: If Facebook pages associated with your ad accounts get unpublished (taken down), that cuts off your ability to run ads. For ecommerce, this can happen due to poor customer feedback on things like product quality, shipping speeds, service, etc.
- Ad accounts getting disabled: This is the biggest one. If Meta fully disables your ad account, you're in "Facebook Jail." It's very hard (but not impossible) to recover from.
- Inability to create new pages/accounts: Sometimes Meta will block you from making new pages or ad accounts without warning, if they suspect you're engaging in abusive behavior. This "time out" can last 3 months.
The key is taking quick action to diagnose the core issues and work with Meta's support teams to remediate them. The longer you wait, the harder it gets to fix.
Q: What are your top tips for getting good results when dealing with Meta's chat support?
A: Handling Meta's chat support is an art! My top advice:
- Come up with a clear game plan and line of reasoning before you engage. Know exactly what points you need to make.
- Approach it like a friendly lawyer - respectfully make your case and back it up with clear details showing why you're in the right. Don't just give up if they initially say no.
- Personalize your arguments and emphasize the human impact of your business. Explain how your ads help real people and how getting shut down affects your operations and customers.
- Be very specific about the problem and error messages you're seeing. Use terms like "this is a false positive" to focus the discussion.
- Whenever possible, engage chat support during APAC business hours (early US time / late US time). We've seen 90% better odds of positive resolutions vs US/EMEA hours.
- Don't treat the agent like a bot, even if you suspect it is one. Be unfailingly polite and professional. All your interactions get logged.
- Always ask them to "raise this for escalation" and route it to the appropriate specialized team. That's when you know it's getting resolved.
If you persist for long enough chat support absolutely can overturn mistaken violations and get you back in business. It just takes practice!
Q: How big of a difference does it make to be fully "policy compliant" on Meta? Is it worth the effort?
A: It makes a massive difference. We ran the numbers across multiple large ad accounts spending $100K/day or more. On average, the CPMs of compliant accounts were 60%+ lower than non-compliant ones.
For example, a $30 CPM for a non-compliant advertiser would be more like a $10 CPM for a compliant one. That's an enormous difference in how far your budgets stretch and how profitable you can be.
Looking at ad rejection rates, a non-compliant advertiser might have 100+ ads rejected out of 2000 (5%), while a compliant one would have under 10 rejections out of 5000 (0.2%).
There is a lot of work involved in making sure your landing pages, copy, creative, offers, etc. are all "clean" from a policy perspective. But that effort pays huge dividends - better performance, lower costs, more stability, and higher trust from Meta.
Any advertiser still trying to skirt the edges of policy is just lighting money on fire at this point. We've proven that compliance is a much more profitable path. It's not even close.
The 5-step Meta Ads policy compliance checkup for preventing future bans
To proactively avoid policy issues and maintain a healthy ad account, Maria suggests following a 5-step checkup process every few months. This helps you identify potential issues before they turn into expensive suspensions.
Step 1: Check your domain health
Make sure your domain hasn't been blacklisted by Meta. You can do this by trying to create a fake ad using your domain in Ads Manager. If you get an error message mentioning restrictions and a "black hole," your domain may be flagged and needs further investigation.
Step 2: Verify chat support access
Check if you can still contact Meta's chat support. If you only see help articles and can't contact support, it means your account has restrictions. You may need to appeal or try other strategies to regain access.
Step 3: Review your assets
Do a thorough review of all your ad accounts, pages, employee profiles, and other related assets. Look for any content or behavior that could violate Meta's policies. Consider requesting a policy review from Meta every quarter to catch any issues before they affect your account.
Step 4: Evaluate your business model
Take a step back and look at your business model from a Meta user's perspective. Are there any aspects that might seem spammy or disrupt the user experience? Aggressive pop-ups, misleading claims, or low-quality landing pages can lead to policy problems. Make adjustments to align with best practices.
Step 5: Check your ad copy and creatives
Carefully assess your ad copy and visuals from a user's point of view. Avoid using overly salesy or sexualized language, and make sure your claims are backed by evidence. Focus on highlighting your product's unique value and benefits in a clear and honest way. Make sure your ads follow Meta's guidelines on prohibited content, restricted categories, and special ad requirements.
By regularly going through these 5 steps, you can be proactive in avoiding policy issues and maintain a strong and compliant presence on Meta's platforms.
The benefits of compliance
Investing time and resources into complying with Meta's ad policies isn't just about avoiding account suspensions. It can also have a positive impact on your campaign performance and return on investment (ROI).
Maria shared data from Comply AI's clients, showing that after implementing compliant practices, average CPMs dropped from $30 to under $10. At the same time, clients were able to scale their active ads from 2,000 to 5,000 per day while keeping rejected ads to less than 10 daily. These results demonstrate that following the rules not only protects your account but also improves ad performance and cost efficiency.
By aligning with Meta's policies and best practices, advertisers can effectively leverage the platform's machine learning optimization capabilities. The algorithm rewards ads that provide positive user experiences and meet the guidelines, resulting in lower costs, higher engagement, and ultimately better returns on ad spend.
Conclusion
Navigating Meta's advertising policies might feel complicated and overwhelming at times, but with the right approach and expert guidance, you can succeed on the platform while remaining fully compliant. Maria Claudio's insights offer a roadmap for advertisers who want to avoid expensive account suspensions and improve performance by following the rules.
To sum it up, here are the main points to remember when it comes to mastering Meta's ad policies:
- Focus on steady and sustainable growth by adopting Meta's recommended best practices.
- Use chat support strategically by presenting clear arguments and being persistent.
- Don't panic if you receive policy warning flags; instead, investigate and appeal with strong evidence.
- Put yourself in the user's shoes to create a positive and compliant experience.
- Regularly conduct 5-step policy checkups to catch potential issues proactively.
- Assume policy strikes may be false positives and advocate for your case respectfully.
By implementing these strategies and prioritizing compliance, you can reduce the risk of account suspensions while achieving better results from your Meta campaigns. Remember that compliant advertising is not just a defensive measure; it's a profitable growth strategy. By aligning with Meta's guidelines and focusing on user experience, you can fully leverage the platform's extensive audience and powerful targeting capabilities. The effort you put into compliance will pay off with lower costs, higher engagement, and long-term returns.
Instead of viewing Meta's policies as restrictive obstacles, see them as opportunities to enhance your advertising strategies and establish a sustainable and successful presence on the platform. With the right mindset, tools, and support, you can confidently navigate the ever-changing landscape of Meta ads and achieve your business goals with certainty.
