Facebook Ad Policies: Creative

Use this lesson to:

  • Know what forms of creative you can and can’t use when advertising on the Facebook family of apps and services.

Misleading buttons

Images that mislead a person to think your ad features some functionality, like a video play button, aren’t allowed.

Health and fitness

You can’t use any “before and after” images or images of unexpected or unlikely results. An example would be an image of a side-by-side comparison showing dramatic weight loss.

Sexually suggestive

Ads can’t use creative that is overly sexual, implies nudity, shows excessive amounts of skin or cleavage or focuses unnecessarily on body parts even if portrayed for artistic or educational reasons.

Shock and scare tactics

Images that are scary, gory, or sensationalized aren’t allowed. We don’t allow these images because they may shock or elicit a negative response from your audience.

Brand assets

Your ad can’t contain an altered or outdated version of the Facebook or Instagram logos or use trademarks, names, domain names, logos, or other content that imitates or could be confused with Facebook. Also, by using the logo, you shouldn’t be implying a partnership with Facebook.

Text in ad image

When you use images, try to include as little text as possible on the image itself. We recommend text comprise no more than 20% of image area. Ads with higher amounts of text will receive less or no delivery as a penalty. For any text you use in your ad, we recommend that you include it in the post, rather than the image.

Please use the text overlay tool, found here, to determine if your ad’s reach may be reduced by too much text on the ad image before you run your ad.

However, there are exceptions, such as images that include calligraphy, infographics, movie posters, and more. You can find more examples here, under the section Guide For Using Text in Ad Images.

Image text: OK

Your ad’s image contains little or no text. This is the recommended, but not required, amount of text for an ad.

Image text: Low

You may reach fewer people because there’s more than 20% text in the ad image. In this case, we recommend changing your image before placing your order.

Image text: Medium

This image also includes more than 20% text in the ad image. In this case, we recommend changing your image before placing your order.

Image text: High

You may not reach your audience because there’s too much text in the image. Unless you qualify for an exception, change your image before placing your order.

Text in ad image

Zoomed in or text overlay

Images that are zoomed in on logos or images with text overlay, like the image below, won’t be considered an exception.

Course reflection

Key takeaways

  • You should be mindful of ad policy for:
    • Misleading buttons
    • Health and fitness before and after images
    • Sexually suggestive images
    • Shock and scare tactics
    • Brand assets
    • Text penalty

Keep learning

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


Leave a Reply

Your email address will not be published. Required fields are marked *