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Top reasons why your Facebook ads might be disapproved

Posted: August 30th 2016

You might have been through it yourself if you are doing Facebook advertisement, but getting an ad disapproved without being told why is one of the most frustrating things that could happen - especially now that Facebook has removed “Live Chat” (dear god why?!). Facebook is a fast moving social media platform, constantly looking for another way to make money out of its customers, so taking this into account things are always changing.

Here at Surge, we understand how hard it can be scanning the internet for all the rules and regulations of Facebook, so we decided to put together a short, useful blog which highlights some of the reasons that your ads might not be approved.

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Image Size and Context

When it comes to images, Facebook has a lot of regulations! First off, images need to be the correct dimensions, for example: page likes ads can be 1200x444, however website clicks ads need to be 1200x628. Another point to remember with images is that text in an image can be no more than 20% of the image. If you have slightly more text than this, you will get an orange warning, which means Facebook will restrict the advert and not show it to the maximum audience.

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Audience/Targeting

You need to make sure your audience matches what you are advertising. For example, ads advertising alcohol must be targeted at people 18 years or older if you are targeting the UK, but if you are targeting India or Sweden the target age needs to be set to 25 or over.

Another ad which can cause issues is dating advertisements. When advertising this, targeting must be set to people who are “single” or “not specific” - you cannot target people already in a relationship.

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Explicit content

Facebook has some pretty strict rules where explicit content is concerned. For example, you cannot advertise any products which contain tobacco, weapons of any kind (unless you are advertising an event for a gun exhibition), pornography, spy cams and surveillance equipment, counterfeit goods, fake documents, penny auctions or inflammatory and derogatory personal, political and religious content.

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Language

Advertisers need to be careful with the language they use in their ads. For example, if you were advertising a new gym that was opening, you couldn’t say “Are you fat?” or “Want to lose weight?” or even “Losing 25lbs in 25 days”. You would need to say something like: "Healthy tips for weight loss".

Again, you cannot advertise unrealistic/unexpected or unlikely results.

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Like and share reference

One of the most common things these days to see on Facebook is the good old ‘Like and Share’ competitions. For the last time, THESE ARE NOT ALLOWED! You might be wondering why, as you see them all over, but basically it comes down to how much time Facebook has to check and how many small businesses are putting out these competitions to win a free meal in their small family-run restaurant. The basics of trying to get more people to like your page is simple, be honest. Some acceptable ways to get people to like your page are to say:

  • "Click 'Like' to connect with X"
  • "Like our page to receive updates, news, deals, etc.”
  • "Like John's page to show your support"

What you can’t say is:

  • "Like our organization's page to show your support for X."
  • "Click 'Like' if you agree"
  • "Like this ad to see the video"
  • "Like our page to automatically enter our raffle"
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Putting it simply, if you want to have your ads accepted, reaching their maximum audience and not being suddenly disapproved halfway through their time, then you need to follow the guidelines. Check out Facebook’s full rules and regulations here: https://www.facebook.com/business/help/223106797811279

If you need a full list of dimensions for your ads, click here: https://www.facebook.com/business/help/103816146375741

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