Looking to promote a post on Facebook? Before you do, you may want to consult these do’s and don’ts when it comes to your content and images.
Facebook advertising policy says that text (advertisement) copy must adhere to the following:
- Ad copy must describe and represent the advertised or sponsored brand or product in an accurate and non-misleading way.
- Ads must NOT make unsubstantiated claims, including but not limited to price, performance and results.
- Any claim made in the ad copy should also be reflected on the landing page.
- Ad copy must not be insulting, harassing or threatening to people.
- Language used in ad copy must NOT be offensive, profane, vulgar, libelous, slanderous or unlawful.
Now that we have the basics, let’s take a look at the different types of content and what to do if your brand is referring to…
1. Deals and coupons.
Everyone loves a discount; but Facebook has specific requirements when it comes to advertising, specifically in the ad copy. So, if you are offering a coupon or deal, follow these guidelines:
DO use language that does not promise a specific offer. For example, ad copy similar to the following is acceptable:
- “Get coupons for dinner for any kind of restaurant”
DON’T use language that is not explicitly stated on your landing page. For instance:
- “10% off Italian dinner”
2. Race, religion, sexual orientation and gender identity.
Facebook acknowledges that its users are all different. They’re from different origins and practice different beliefs, so your ad copy must not discriminate or alienate, including sexual orientation.
DO use language that doesn’t assert or imply, directly or indirectly, someone’s personal characteristics. For example, ad copy similar to the following is acceptable:
- “Meet Asian Men”
- “Find Christian Singles”
- “LGBT Dance Clubs”
DON’T use language that singles races out or implies something of the user. Facebook does not approve when ad copy uses the word “you.” For instance, the following ad copy is unacceptable:
- “Are you Christian?”
- “Meet other Asians”
- “Are you gay?”
3. Age.
Facebook accepts age categories, such as seniors or teens that are sufficiently generic. So, if your brand is targeting or talking to specific age groups…
DO use age categories when referring to generic content. For example, Facebook approves copy similar to the following:
- “Meet Seniors”
DON’T use age categories that do not offer equality. For instance, Facebook will disapprove of the following:
- “Car insurance for 18-24 year olds”
*Facebook does allow specific age ranges for medical studies. Example: “A study for 55-70 year olds”
4. Disability or medical condition; physical or mental health.
Facebook knows that there are businesses that offer help and assistance to those they serve, but has regulations for this as well…
DO use language that offer help for people, but does not imply that the reader has a certain condition. For example, Facebook approves ad copy similar to the following:
- “Anxiety Counseling”
DON’T use language that implies the reader has a specific condition. For instance, the following ad copy will be disapproved:
- “Are you bulimic?”
5. Financial status or information
DO use language that is general in nature, but explains your services. For example, Facebook approves ad similar to the following:
- “We have the best service for mortgages and loans”
DON’T use language that insinuates the financial status of the reader. For instance, the following copy would be disapproved:
- “Bankrupt? See how we can help.”
6. Trade Union Membership
DO use language that is inviting. For example, Facebook approves ad similar to the following:
- “Become a member of our Union today.”
DON’T use language that implies negative connotations with trades. For instance, the following copy would be disapproved:
- “Are you disappointed with your Union rep?”
7. Criminal Record
DO use language that explains your services. For example, Facebook approves ad similar to the following:
- “Services to assist with previous offenses.”
DON’T use language that implies the reader has a criminal record. For instance, the following copy would be disapproved:
- “Are you a convicted felon?”
8. Image restrictions.
Images that are to be promoted can include text, but that text must be 20 percent or less. Here is one handy tool we use to check our images. Other rules for images are as follows:
- Images cannot depict or explicitly show adult content; overly sexual, imply nudity or show excessive amounts of skin or cleavage, or focus on any body parts even if depicted in an educational or artistic manner.
- Images cannot be gory or provoke violence or shock.
- Images cannot portray misleading elements, like a play button.
Source: Facebook
- Images cannot display “before and after” images or allude to certain results.
Source: Facebook
9. Other restricted content.
What about other things like your brands new wine? Or a new weight loss supplement? Facebook has special rules when it comes to the following, so make sure you look up prior to advertising for:
- Alcohol
- Dating
- Gambling
- State Lotteries
- Online Pharmacies
- Supplements
- Subscription services
Lasting thoughts.
So if you are looking to advertise on Facebook, remember to:
- Adhere to ad copy restrictions that may touch on: deals and coupons, race and religion, age, sexual orientation or gender identity, disability or medical condition (mental or physical), financial status or information, membership in a trade union and or criminal record.
- Adhere to image rules and use.
- Adhere to the rules and regulations regarding: alcohol, lotteries, supplements, online pharmacies, dating and gambling.
