Facebook Ad Policies: Content & Landing Pages

Use this lesson to:

  • Recognize what content and user experience is not allowed for destination pages.

Headline and body

When you create an ad, please keep in mind these guidelines when you create content, which includes the ad’s headline and body text and landing pages (in other words, the destination URL).

Personal Characteristics

Ads can’t assert or imply, directly or indirectly, that you know a person’s personal characteristics. This includes a person’s name, race, ethnic origin, sexual orientation, physical or mental disability or medical condition, financial status and more. You also can’t call attention to perceived imperfections.

Select the flip cards below to view what is and is not acceptable.

Vulgar language

Don’t use vulgar, profane or insulting language. Also, make sure all grammar and spelling is correct. Learn more about standards for grammar and profanity.

Deceptive claims

Your Facebook and Instagram ads can’t contain false, fraudulent, or misleading claims or content. Any claims that you do make have to be adequately substantiated.

Examples of deceptive claim are “get rich quick schemes” or other money-making opportunities that offer compensation for little to no investment. This includes multi-level marketing or similar business models that don’t fully describe the product or opportunity leading to the advertised income. For your ad to be approved, you must promote complete transparency regarding participation and the business opportunity, as these opportunities tend to be frequently reported by people.

Additionally, note that ads can’t promote content that has been debunked through our third-party fact-checking program. Read more on our Advertising Policies page and Help Center article.

Landing page

Landing pages are the sites that people are redirected to when they click on your ad. Any landing page must clearly represent the company, product, service or brand that’s being advertised, in addition to following the above content guidelines.

Click on each of the blue circle below to learn more.

Landing page guidelines

Your ad may not be approved if the landing page content isn’t fully functional, doesn’t match the product/service promoted in your ad or doesn’t fully comply with our Advertising Policies. To create a positive ad experience, please keep the following in mind:

Don’t:

  • Direct ads to landing pages with minimal original content, low-quality content or content that is difficult to access.
  • Distract from your landing page’s original content with excessive embedded or pop up ads.
  • Bait people into clicking on ads by using overly cropped ad images or shocking or sexual ad copy.
  • Attempt to monetize Facebook ad views. For example, Facebook ads shouldn’t link to a destination page that requires people to click through other ads to access the site’s content.
  • Use low-quality advertisements or shocking or sexually graphic ad imagery.

Do:

  • Present content in a clear way that’s easy to navigate.
  • Ensure the content on your landing page is relevant to your ad. Directing people to irrelevant content or an unexpected landing page can create a confusing and negative experience.
  • Clearly connect the branding in your ad with that of your landing page.

Key takeaways

  • Ads can’t assert or imply, directly or indirectly, that you know a person’s personal characteristics.
  • Ads can’t use vulgar, profane or insulting language.
  • Ads can’t contain false, fraudulent, or misleading claims or content.
  • You can use a Facebook page as your ad’s landing page, such as your business Page or a Group.

Keep learning

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

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