Facebook Ad Policies: Targeting

Use this lesson to:

  • Become familiar with targeting restrictions on ads for alcohol, financial services, health and fitness and dating.
  • Be aware of the non-discrimination policies for ad targeting.

Learn about the targeting restrictions that may apply to your ad, depending on the products and services you’re promoting.

To maintain a safe environment for everyone on Facebook, we have additional ad policies in place when you’re targeting certain audiences.


Advertisers promoting alcohol in their ads must follow all applicable laws, regulations, and industry codes in their respective countries. If you are targeting multiple countries in the same ad set, please target the highest age. For example, if you’re targeting people in Canada and Sweden, your ad set can only target people 25 and older.

To ensure proper targeting, if you target an age group outside the legal directives, we’ll automatically set the minimum age to the legally approved limit for the specific country/state and then approve the ad.

Health and fitness

If you’re promoting health and fitness products and/or services, including vitamins and supplements, you must target your ads to people ages 18 and older.

If you target your ad to people younger than 18, you’ll be notified in Ads Manager that we’ve automatically set the minimum age to 18 so that it can be approved for delivery.

Financial services

The promotion of credit card applications for accredited institutions (Ex. large banks), loans, and other bank-related activities can be targeted only to people ages 18 and older. Please make sure your landing page for these ads include proper disclosures about APR%, transaction fees, and other related information.


If you’re an approved dating site, you can advertise on all apps, but you have to also follow the instructions below when building your audience. These targeting requirements must be met in order for dating ads to be approved.

  1. In Ads Manager, create an ad and go to the ad set to define your audience.
  2. Click in the text field next to Detailed Targeting.
  3. Search for ”single” and select Single > Relationship Status and Unspecified > Relationship Status.
  4. Next, click Narrow Audience directly below the Detailed Targeting section.
  5. Search for ”women” or ”men” and, depending on your search, select Demographics > Relationship > Interested In > Women or Demographics > Relationship > Interested In > Men. Also select Demographics > Relationship > Interested In > Unspecified.
  6. Next, click Narrow Audience again to add more interests.
  7. Search for ”dating” and select Interests > Family and relationships > Dating.
  8. Search for any other interests you want to add, such as ethnic affinities or hobbies.


Our Advertising Policies prohibit advertisers from using our ads products to discriminate against individuals or groups of people. Ads are discriminatory when they deny opportunities to individuals or groups of people based on certain personal attributes such as:

  • Race
  • Ethnicity
  • National origin
  • Religion
  • Age
  • Sex
  • Sexual orientation
  • Gender identity
  • Family/marital status
  • Disability or medical or genetic condition.

Anytime you run Facebook ads, you’re already agreeing to follow our non-discrimination policy. But to help maintain the integrity of Facebook advertising, we may periodically ask you to review the policy and certify your understanding of and compliance to it.

Whenever you’re required to review our non-discrimination policy, you’ll be prompted to do so when creating ads or using Ads Manager.

Housing, employment and credit advertising 

We are doing more to protect against discrimination in housing, employment and credit advertising:

  • Anyone who wants to run housing, employment or credit ads will no longer be allowed to target by age, gender or zip code.
  • Advertisers offering housing, employment and credit opportunities will have a much smaller set of targeting categories to use in their campaigns overall. Multicultural affinity targeting will continue to be unavailable for these ads. Additionally, any detailed targeting option describing or appearing to relate to protected classes will also be unavailable.
  • We’re building a tool so you can search for and view all current housing ads in the US targeted to different places across the country, regardless of whether the ads are shown to you.

Keep learning

Now that you’ve completed the last lesson in the Facebook Ad Policies series, don’t forget to learn more from the other lessons:



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