How to Handle Facebook Ad Rejections
April 15, 20226 minute read
- Digital Marketing
- Social Media
Whether you are a new or a long-time advertiser on the platform, chances are, you have experienced Facebook ad rejection in the past. Maybe even more times than you are comfortable counting.
And for every rejection you receive, you wince at the hours and effort you spent creating those ads. You question yourself why you even have to create Facebook ads only to receive a rejection. It can be frustrating and crushing to receive an ad rejection. You may think your campaign has no chance of getting back on track, or you’re set to lose money now from your rejected ads.
That is not the case.
When done right, you can sit back and relax knowing your ads will not be rejected if you’re familiar with their Advertising Policy.
So, how do you avoid Facebook ad rejections and save time and effort?
This article will tell you how to handle Facebook Ad rejections like a pro and avoid them from the get-go.
What is a Facebook ad rejection?
Before we dive in deeper, let us first define what is a Facebook ad rejection.
It typically takes up to 24 hours for Facebook to review your ad the moment you hit that ‘publish’ button. It might take longer in some cases, especially in the restricted categories.
Why is that? Compared to the number of advertisers Facebook has, the number of people that make up the Advertising Policy review team is comparably smaller.
Waiting for your Facebook ad to be rejected or approved, for the most part, is a waiting game. Patience is a virtue as long as you have not received a rejection notification.
When you receive the REJECTED stamp for your ad means exactly that — your ad is a no go according to their established ad policies. In other words, you have a non-compliant element (or multiple elements) in your ad.
The most effective way to avoid rejections is to familiarize yourself with the current Facebook advertising policies.
Why do ads get rejected on Facebook?
Facebook has never discussed its step-by-step review process in public.
What we all know though is the review process involves both human and AI decisions. Much like Google, Facebook has a powerful algorithm that runs through millions of content on Facebook. And that includes your ads.
If you notice, some of your ads are approved in less than 10 minutes, some ads take 24 hours to review, and in some cases there could be ads that take days to reach a decision.
When running an ad on Facebook, the only guide you can truly rely on is Facebook’s current advertising policies.
Here is a breakdown of the 7 most common reasons why your ads are being rejected:
- You violated Facebook’s Advertising Policies.
As already mentioned, non-compliance with Facebook’s established policies gets your ad rejected. Those policies are there for Facebook to ensure a positive user experience.
It screens irrelevant, low-quality, and harmful content from potentially reaching Facebook’s users. A good example is anything including profanity or offensive language in your ads.
- Your ad discriminates.
Facebook does not promote nor support any forms of discrimination. That includes race, ethnicity, gender, sexual orientation, disability, financial, mental health, religion, and so on.
- COVID-19 related opinions.
Recently, Facebook enforced strict restrictions on the COVID-19 pandemic content. Ads related to COVID-19 products that are not specified by Facebook are subject to rejection.
- Non-functional landing pages and non-existent functionalities.
Landing pages that go to 404 error pages and are unusable are subject to rejection. It is because it violates Facebook’s hope of providing a high user experience.
Likewise, buttons and check boxes that do not function are also prohibited. You have to make sure every element of your ad works.
- Violating Facebook’s brand guidelines.
There is a limit to how much you can use any of Facebook’s content and visual assets. There are also quite a few rules on how to use those assets.
For one, NEVER abbreviate Facebook’s trademark. Using “FB” instead of “Facebook” in any of your ads will result in an automatic rejection.
- Uncertified Cryptocurrency products and services.
Facebook previously banned all types of ads related to cryptocurrency products and services. But that is no longer the case.
It is slowly opening its advertising doors to certified crypto-based products and services. You just have to ensure your ads are following the criteria of all other guidelines to remain up and running.
- Illegal products or services.
Ads promoting illegal products and in any way targeting minors that are potentially harmful are flagged by the review team.
For a complete list of the prohibitions and violations of the Facebook community standards, you can refer to Facebook’s Advertising Policies.
Note that even when your ad was previously approved, Facebook has the right to review the ad once again. The previous approval might turn into a rejection.
How do I handle ad rejections?
First and foremost, one sure-fire way to handle ad rejections is to work with a marketing agency like us. We’ve created hundreds of thousands of Facebook Ads and generated over $1,000,000,000 in revenue for our clients. Yes, we’ve had some ads rejected here and there, but we’ve been able to make quick adjustments to get them back up and running.
If you prefer to handle your Facebook Ads strategy on your own, there is a proven process that you can follow when experiencing Facebook ad rejection.
These steps can help advertisers get their ads reviewed and approved. Unless, of course, your content is prohibited to begin with.
- Determine why the review team rejected your ad in the first place.
For the most part, the review team gives you a rundown of the reasons for your ad’s rejection. Simply head to your ads manager and read the decision.
A good example is if your ad targets or is limited to a certain demographic because of your product. Facebook can deem this as a violation of their Personal Attributes policy.
Provide proof that your ad is not discriminatory in any way. A customer’s testimonial is a good way to contest Facebook’s decision.
If by any means, you violated the Personal Attributes policy, whether intentional or not, edit that part to comply with the policy.
With proof in hand or a newly edited ad at the ready, submit a review for the ad you want to dispute in the Account Quality Portal.
- Using Facebook’s Chat or Email Support.
This method is more convenient. All you have to do is visit the Business Help Center and choose either Chat or Email support.
Enter all the information needed in the fill-up form.
Tip: When creating your appeal using these methods, ALWAYS be polite. Implore if needed. That will get you the approval you need faster.
How do I ensure my ads follow the Advertising Policy?
Erring on the good side of Facebook Advertising Policies is the smartest thing to do. Always.
Consider it your handbook when creating Facebook ads. Understanding and complying with all the policies will save you a great deal of time and effort.
This does not mean you will never encounter Facebook ad rejection in the future. But compliance gives you lesser problems to fix should the review team flag your ads.
Best Practices To Avoid Rejection
- Follow the text to image ratio set by Facebook.
The review team previously disapproves all ads with texts on their images more than the 20% ratio they set. This is not the case anymore.
Your ads will not be banned, but they will cost you more in terms of ad spend. Always find the balance between your texts and images when optimizing your ads.
- Avoid prohibited content.
Images depicting alcohol, drugs, and nudity should never find their way into your ads. Content that suggests or sexualizes ideal body shapes is strictly prohibited.
- Avoid misleading messages or statements that circumvent Facebook’s advertising policy.
This rule is basic understanding. Trying to hijack Facebook’s policies will result in the automatic banning of your ads. Instead of going around the policies, spend your time creating a wholesome user experience by bringing honesty into your ads.
Any reports of misleading information regarding your products or services will earn you a rejection. The one cardinal rule of Facebook is that users come first before advertisers.
Facebook advertising is still one of the best methods for lead generation strategy. Despite the effort and struggle, it brings in huge ROI for any business seeking sales and revenue. Facebook ad rejections are a normal part of every Facebook advertiser’s routine, but following the tips mentioned above makes it less of a hassle.
Contact us today if you need help with any of your Facebook Advertising needs.