It happens. Every now and then, Facebook disapproves ads when they violate the platform’s terms and conditions in some way. When this happens, you, of course, want to know exactly why so you can avoid ad disapproval going forward or make appropriate adjustments to a recently disapproved ad. It’s how we learn.
Most ecommerce sites have a huge Facebook presence for both branding and sales. Whether you're selling directly through Facebook with BigCommerce and advertising for those products, or running FB ads for a Shopify plus store or any other kind of website, here are 10 possible reasons Facebook disapproved your ad. This article will describe each reason in detail to help you determine why Facebook rejected the proposed ad, and how you can avoid these issues going forward.
Reason #1: A non-functioning landing page
There’s nothing more frustrating than clicking on an ad only to be directed to a web page that doesn’t function. How annoying would it be if you can’t click on the “Contact Us” tab because the tab wasn’t linked to the right web page? How frustrating would it be if a video in the landing page wouldn’t play?
If your ad leads users to a non-functioning landing page containing poor navigation or broken links, Facebook will disapprove your ad. To prevent a non-functioning landing page, you or your web developer should conduct a thorough examination of the landing page to ensure it’s easy to navigate and to ensure it contains no broken links.
Reason #2: A landing page that doesn’t match the ad content
More commonly known as clickbait, ads promoting content that doesn’t match the landing page violate Facebook’s advertising policies. Clickbait is deceptive, promising users one thing but then giving them something completely different and unexpected. Facebook is especially cracking down on clickbait ads in light of the Cambridge Analytica scandal and the prominence of “fake news.” To avoid disapproval because of clickbait, make sure your ad content accurately indicates what users will see on the landing page.
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Reason #3: Inappropriate or offensive ad content
Ads that contain profanity, sexual innuendo and discrimination are considered inappropriate or offensive and will be disapproved. Since the earliest age a user can join Facebook is 13, the network strives to foster a family friendly environment that everyone can enjoy. If your ad contains inappropriate or offensive content, consider altering the ad and the angle you want to take to deliver your message.
Reason #4: Content encouraging illegal or unethical behavior
Facebook is not the platform for you if your message involves promoting illegal or unethical behavior, for example, promoting spy and malware products. As previously mentioned, Facebook is focused on family friendly experiences. Ads that promote negative behaviors will be disapproved without a second thought.
Reason #5: Third-party infringement
Whether intentional or unintentional, sometimes ads infringe or violate a third-party’s copyright or trademark. If it does, and Facebook disapproves it as a result, you may only be required to make a slight alteration. For instance, if your ad contains a copyrighted photo, you may only need to change the photo. To avoid third-party infringement, create original content for all of your ads rather than taking, for example, an image for your ad from a stock-photo site. In addition to complying with Facebook’s policies, doing so will also make your ads unique to your brand.
Reason #6: Misleading or false content
Content that is false or misleading will not be tolerated, as it qualifies as “fake news.” It may be tempting to make claims about products or services that are untrue in order to build interest. But authenticity and truthfulness are essential for establishing trust and credibility with your customers. Make sure there is nothing in your ad’s text or creative that is misleading or false. For example, if your ad has the title “Kim Kardashian reveals her fitness secret,” but takes users to a landing page that only contains promotions for weight loss pills with no mention of Kim Kardashian or her fitness secret anywhere, this ad would be disapproved.
Reason #7: Prohibited products or services
Prohibited items and services include:
• Surveillance equipment
• Payday loans
• Counterfeit documents
• Unsafe supplements
• Adult content, products, or services
If your business revolves around selling or promoting any products or services from this list, Facebook advertising is not for you.
Reason #8: Low-quality or disruptive content
If your ad contains slow loading pages, broken links, or poor grammar, Facebook will disapprove it. Yes, poor grammar is truly a reason for ad-rejection!
Facebook has a standard it tries to maintain across the platform, and a big part of maintaining that standard includes putting out high-quality ads. To avoid submitting low-quality or disruptive ads, carefully review your content to make sure it looks polished and professional, as well as provides a seamless experience with no disruption.
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Reason #9: Disruptive animation that plays automatically
Video ads that play automatically, taking away a user’s decision to click or not to click, are disruptive to the user experience. Soundless video ads that play automatically are acceptable if the quality is exceptional. But flashing animations or loud and obnoxious ads are not conducive to Facebook’s standards of quality and will be disapproved.
Reason #10: Controversial content for commercial purposes
This reason is especially important in light of the recent focus on misuse of the Facebook platform in political sectors. In one instance, Russian troll accounts distributed politically divisive ads, and in another, the Cambridge Analytica data firm deceptively collected information from over 80 million profiles to deliver manipulated messages during the 2016 US Presidential Election. In response, Facebook is not pulling any punches for controversial ad content. Ads highlighting issues like abortion or gun control for financial gain will be disapproved.
What to do if your ad is disapproved
Luckily, Facebook recognizes that no one is perfect and offers you two options if your ad is disapproved.
Option 1: Edit your ad.
Option 2: Appeal Facebook’s disapproval decision.
There are three steps to Option 1:
Step 1: Read the email your advertising account received when your ad was disapproved.
Step 2: Edit your ad per the instructions in the email. For instance, you may be required to edit your ad’s text, images, or call-to-action.
Step 3: Save your changes and resubmit your ad.
If you choose option two, you can complete an Appeal a Decision form. By doing so, you’re requesting that Facebook review your ad once again to consider the possibility that a mistake was made in the decision to disapprove your ad. This option is appropriate if it isn’t entirely clear whether Facebook’s justification for disapproving your ad matches its Advertising Policies.
Mistakes are an opportunity to learn. If your Facebook ad gets disapproved, simply use it as a growing experience and you will succeed.
This is a guest post by Anna Hubbel, staff writer at AdvertertiseMint, a Facebook advertising company. Hubbel writes on various topics, including social media, digital advertising, and current events.