For experienced advertisers, Meta (Facebook) Ads is a powerful engine for growth. You’ve mastered CAPI, built high-intent funnels, and know your ROAS to the cent. But there is one variable that can bring your entire operation to a halt in an instant: Meta's Advertising Policies.

This isn't a guide for beginners learning what a "boosted post" is. This is a deep dive for advertisers, agencies, and brand owners who understand the stakes. When you're managing significant budgets, a single ad rejection is a nuisance, but an account suspension is a catastrophic business risk. The platform's rules are not static; they are a complex, ever-evolving system of AI-driven checks and manual reviews, deeply intertwined with global legal standards and platform ethics.

In this definitive guide, we will dissect the Meta Ads Policy framework from a technical and strategic perspective. We'll move beyond the basics of "no tobacco" and into the critical nuances of industry-specific compliance, the new 2025 healthcare regulations, the mechanics of the review process, and a tactical playbook for prevention and appeals.

Why You Need to Understand Meta Ads Policy

Many advertisers treat policy compliance as a reactive process, something to think about only after an ad is rejected or an account is restricted. But in 2025, compliance is a strategic pillar.

Business Risk: Account Suspension, Ad Rejection, Legal Exposure

When you violate Meta’s policies, the consequences aren’t limited to a single rejected ad. Meta’s enforcement systems evaluate your overall account behavior, including repeat offenses, business verification, and advertiser reputation.

In the US, violations involving financial products, misleading health claims, or political ads can trigger Federal Trade Commission (FTC) scrutiny. Meanwhile, in the UK, advertisers are subject to oversight by the Advertising Standards Authority (ASA) and the Financial Conduct Authority (FCA).

Even if your campaign technically passes Meta’s automated checks, non-compliance with these legal frameworks can still result in suspension or legal exposure.

Delivery & Performance Impacts: How Policy Flags Affect Ad Delivery and Optimization

Meta’s machine learning models optimize delivery based on engagement, relevance, and compliance history. When your ad is flagged—even for a minor violation—your campaign’s learning phase resets, CPMs rise, and delivery slows.

The system prioritizes compliant ads in auctions. Repeated flags lower your “ad quality score,” which indirectly affects performance metrics like CTR, conversion rate, and cost efficiency.

How Meta’s Ad Review Works

Understanding how Meta reviews ads helps advertisers predict risks before hitting “Publish.”

Automated and manual review

Meta’s ad review starts with automated scanning, using AI to detect prohibited or restricted content across text, image, video, and landing pages. The system checks for:

• Prohibited terms (e.g., “get rich fast,” “miracle cure”)

• Sensitive categories (health, finance, politics, dating)

• Violations in creative elements like nudity, before/after comparisons, or unrealistic claims

Manual review happens when automation can’t determine context, for instance, when an image is borderline or text uses double meanings. In such cases, human reviewers assess intent and compliance manually.

Signals that trigger manual review

Manual review may be triggered by:

• Keywords related to health, finance, or crypto

• Rapid ad edits or budget spikes

• Use of AI-generated visuals or stylized “before/after” imagery

• Audience targeting linked to sensitive attributes (like health conditions or relationship status).

Expected Timelines and Common Error Messages

Most ads are reviewed within 24 hours, but complex cases, especially in regulated industries, can take up to 72 hours. Common review errors include:

• “Ad violates community standards”, often triggered by visual elements.

• “Unacceptable business practice”, typically linked to misleading claims or non-functional landing pages.

• “Destination mismatch” when the ad’s URL content differs from what’s described in the creative. 

When to Avoid Editing Mid-Review

Editing an ad while under review resets the process. Meta explicitly recommends not modifying text, targeting, or creative until the current review finishes. If you must make changes, duplicate the ad instead of editing live.

If your ad has been stuck too long, read our guide on fixing Facebook ads that have been stuck in review too long!

Core Meta Ads Policy

The policy framework is divided into two main categories: what you can never do (Prohibited) and what you can sometimes do (Restricted). For experienced advertisers, the nuance is in the 'Restricted' list, as this is where most high-value industries operate.

Prohibited Content

This is the "never-allowed" list. Any attempt to advertise these, or circumvent the AI with clever misspellings, will lead to a rejection and put your account at high risk of a permanent ban. While this list is long, they generally fall under the "User Safety & Legality" principle.

• Illegal Products or Services: Anything illegal in your target jurisdiction.

• Tobacco and Related Products: Includes cigarettes, e-cigarettes, vapes, and all related paraphernalia.

• Unsafe Supplements: Meta maintains its own list of ingredients it deems unsafe (e.g., anabolic steroids, ephedra, HCG).

• Weapons, Ammunition, or Explosives: Includes firearms, their parts, pepper spray, and tasers.

• Adult Products or Services: With the exception of ads for contraception or family planning, which are restricted.

• Sensational, Violent, or Disrespectful Content: Shock value, gore, accidents, or content that exploits a crisis.

• Misinformation: Any claim debunked by Meta's third-party fact-checkers. This is especially true for vaccine and political misinformation.

• Deceptive Business Practices: This is a major category.

• MLM (Multi-Level Marketing): Business models that offer "get rich quick" promises are banned.

• Payday Loans: Short-term, high-interest loans are prohibited.

• Spyware & Malware: Any ad that links to a site containing malware.

• Third-Party Infringement: You cannot use copyrighted music, trademarked logos (like the Facebook or Instagram logo, unless in a "Find us on" context), or celebrity images without explicit permission.

Restricted Content

This is where most businesses get into trouble. These categories are allowed, but only if you follow specific rules and (often) gain prior written permission.

• Alcohol: Must comply with all local laws. Targeting must be set to the legal drinking age (e.g., 21+ in the US, 18+ in the UK) and must exclude countries where alcohol is prohibited.

• Dating: Requires prior written permission. Creatives cannot be sexually suggestive, cannot imply results ("Find your soulmate tonight!"), and must target appropriate age groups.

• Online Gambling & Gaming: Requires prior written permission. You can only target users in the specific jurisdictions for which you hold a valid license.

• Cryptocurrency: This is a major area of scrutiny.

• Requires Written Permission: Ads for crypto exchanges, trading platforms, and hardware/software. You must apply for "Policy 27" approval.

• Does Not Require Permission (but still scrutinized): Ads for blockchain technology, crypto news, or events, as long as they do not promote a specific digital currency or trading offer.

• Financial Services: (e.g., credit cards, loans). Must be transparent. You must clearly disclose APR, fees, and terms on the landing page. Prohibits payday loans and "get-rich-quick" schemes.

• Health, Weight Loss & Supplements: This is the most common policy trap.

• You cannot promote unsafe supplements.

• You cannot make unrealistic or specific health claims ("Cures diabetes").

• You cannot use "before/after" images or images that imply a negative self-perception (e.g., a person pinching belly fat).

Targeting, Creative, and Landing Page Standards

Beyond the topic of your ad, Meta imposes universal rules on how you build it. These apply to all advertisers, regardless of industry.

1. Targeting (The 'Personal Attributes' Rule)

This is the most frequently misunderstood and violated policy. You cannot use ads to "include, exclude or discriminate against people based on personal attributes." This includes:

• Race or ethnicity

• Religion

• Age

• Sexual orientation or gender identity

• Disability or medical condition (e.g., "Are you diabetic?")

• Financial status (e.g., "Struggling with debt?")

• Voting status or political affiliation

The violation isn't just in the targeting, but in the copy. You cannot use "you/your" to imply you know this information about the user.

• Wrong (Violates Policy): "Are you struggling with debt?" (Implies knowledge of financial status).

• Right (Compliant): "We offer services for managing personal debt." (Offers a service).

• Wrong (Violates Policy): "Find other Christians near you." (Implies knowledge of religion).

• Right (Compliant): "Join our new faith-based community group." (Targets interests, not attributes).

2. Creative & Copy (The 'Misleading Claims' Rule)

• No "Before/After" Images: This is an explicit ban for ads related to weight loss, cosmetic procedures, and health. Do not try to "get around this" with a split screen; the AI is trained to detect this format.

• No Unrealistic Claims: The promise in your ad must be achievable and verifiable on your landing page. (e.g., "Triple your income in 30 days" is a violation).

• No Non-Existent Functionality: Do not put fake "Play" buttons, notification icons, "Select All" checkboxes, or fake countdown timers in your creative. This is considered deceptive.

3. Landing Page (The 'User Experience' Rule)

The review bot will crawl your landing page. Your ad will be rejected if the landing page:

• Is Non-Functional: A 404 error, a link to a PDF, or a page that just doesn't load.

• Doesn't Match the Ad: The offer in the ad (e.g., "50% off shoes") must be immediately obvious and present on the landing page. A "bait-and-switch" will get your ad rejected.

• Is Disruptive or Deceptive: Pages with aggressive pop-ups that block content, "pop-unders," or that automatically download files are prohibited.

• Lacks Transparency: A legitimate business landing page should have a clear link to its Privacy Policy and, for e-commerce, its Terms & Conditions.

Industry Deep Dives: From 'Restricted' to 'Ready'

Knowing a category is "Restricted" is only the first step. For an advanced advertiser, the real challenge is implementation: how do you navigate these specific, high-stakes verticals without triggering rejections or sacrificing performance?

The general rules (like "no misleading claims" or "no personal attributes") are just the beginning. In these specific industries, those rules are amplified and have very specific, non-obvious applications.

Healthcare & Wellness (The 2025 Compliance Gauntlet)

This vertical is about more than just avoiding "before/after" images; it's about proving legitimacy. The 2025 policy updates, driven by global data privacy laws, have shifted the burden of proof entirely onto the advertiser.

Following intense regulatory scrutiny, Meta has tightened its requirements.

• Telehealth & Online Pharmacies: Advertisers in this space are now widely required to obtain LegitScript certification and provide it to Meta as a form of pre-approval. This is non-negotiable for many services.

• Sensitive Health Data: New rules (stemming from platform changes in late 2024) place stricter limits on lead ad forms. You cannot ask for specific medical conditions, prescription history, or other sensitive data directly in an on-platform form.

• Legal Implications (US vs. UK):

• US: Advertisers must ensure their entire funnel (ad, landing page, data collection) is HIPAA-compliant when handling Protected Health Information (PHI).

• UK: The ASA (Advertising Standards Authority) strictly prohibits any claim, even implied, that a supplement or therapy can "treat" or "cure" a condition.

• Compliance Checklist:

• Documentation: Obtain LegitScript certification before launching ads. Have all state/national medical licenses ready for submission.

• Disclaimers: For supplements, you must include the FDA disclaimer: "This statement has not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure, or prevent any disease."

• Creative: Avoid any "before/after" imagery. Focus on lifestyle benefits ("Support your joint health") rather than "curing" symptoms ("Eliminate your pain").

Financial Services & Crypto

This category is all about transparency and legitimacy.

• Compliance Checklist:

• Pre-approval: Apply for and receive written permission from Meta before launching. (This is Policy 27 for many crypto products).

• Licensing: Be prepared to submit proof of your license from a relevant financial authority (e.g., FCA in the UK, FINRA/SEC-related authorization in the US).

• Landing Page: Your landing page must be transparent.

• Include full Terms & Conditions.

• Show clear, conspicuous risk warnings (e.g., "Investing involves risk. Principal is at risk.").

• Display your company's physical address and contact information.

• For loans, you must disclose APR, repayment terms, and all fees.

Weight Loss, Cosmetic Procedures & Supplements

This is the most visually scrutinized category.

• Compliance Checklist:

• Creative:

• ABSOLUTELY NO "Before/After" images or similar transformations.

• NO focusing on negative self-perception (e.g., close-ups of cellulite, wrinkles, or belly fat).

• NO unrealistic claims. A "healthy lifestyle" is compliant. "Losing 30lbs in 30 days" is not.

• Compliant Copy Examples:

• Bad: "Melt fat off your body with this one weird trick."

• Good: "Support your fitness journey with our new wellness blend."

• Bad: "Get rid of your deep wrinkles and look 20 years younger."

• Good: "Promote smoother-looking skin with our hydrating serum."

Gambling & Betting

This is a game of legal jurisdictions.

• Compliance Checklist:

• Jurisdiction Mapping: You must have prior written permission from Meta. In your application, you must specify the exact regions you are licensed to operate in.

• Targeting: Your campaigns must target only those approved regions and be age-gated to the legal gambling age (e.g., 18+ or 21+).

• Creative: Must include a "Responsible Gambling" disclaimer. Cannot be targeted at minors or present gambling as an income source.

Alcohol & Dating

These are restricted but more straightforward.

• Compliance Checklist:

• Alcohol: Strict age-gating (e.g., 21+ in US) and location exclusion (must exclude any country/state where alcohol ads are illegal).

• Dating: Requires written pre-approval. Creatives must be tasteful and cannot be sexually suggestive. Target broad interests (e.g., "Interests: Dating") rather than personal attributes ("Relationship Status: Single").

Preventing & Handling Policy Violations

Even the most careful advertiser will face rejection. The difference between an amateur and a pro is having a playbook. Here is your step-by-step response plan.

Pre-Launch Audit Checklist

Before you ever click "Publish," run your ad set through this checklist.

• Creative:

• Any "before/after" visuals (even implied)?

• Any sensational or "shock value" images?

• Any non-existent "play" buttons or UI elements?

• Copy & Claims:

• Any "you/your" + sensitive attribute? (e.g., "your debt," "your health condition")

• Any "too good to be true" promises? (e.g., "Get rich," "Lose 50 lbs")

• Are all claims verifiable on the landing page?

• Targeting:

• Is it age/location-gated correctly for restricted products (Alcohol, Gambling)?

• Is it too narrow? Could it be seen as discriminatory?

• Landing Page:

• Does the page load correctly and quickly?

• Is the Privacy Policy clearly visible?

• Does the offer on the page exactly match the offer in the ad?

• No automatic downloads, malware, or aggressive pop-ups?

• Documentation: (For restricted ads)

• Is my pre-approval (LegitScript, financial license) on file and linked?

If Your Ad is Rejected: Step-by-Step Troubleshooting

1. Don't Panic. Read the Notice. Read the specific policy it was rejected for (e.g., "Personal Attributes," "Misleading Claims").

2. Self-Audit. Review the policy and your ad objectively. Is the AI right?

3. Scenario A: The AI is clearly wrong. (e.g., it flagged an ad for a cheese company as "Adult Content").

• Click the "Request Review" button.

• In the text box, politely and concisely explain why it's an error. (e.g., "This ad is for artisan cheese. The rejection for 'Adult Content' appears to be an automated error. Please manually review.").

4. Scenario B: The AI is probably right or it's a "borderline" case. (e.g., your copy is slightly 'hypey').

• DO NOT APPEAL. Appealing and losing counts against your account.

• DUPLICATE the ad (or ad set).

• FIX the problem in the new ad (e.g., soften the claim, change the image).

• Submit the new, compliant ad for review.

If you choose to appeal, it's critical to get it right the first time. Learn the best practices to appeal a rejected Facebook ad effectively.

FAQs for Advanced Advertisers

Why was my ad approved and then rejected 3 days later?

This is almost always due to negative user feedback. Your ad was approved by the AI, but once live, it received a high number of "Hide Ad" or "Report Ad" clicks. This triggered a manual review by a human, who then rejected it.

What is "account quality" and how do I check it?

This is your internal "score" with Meta, based on your history of ad rejections. You can (and should) check it daily at facebook.com/accountquality. A "Poor" rating means your account is at high risk of being disabled, and your ads will face much stricter scrutiny.

Can I run ads for CBD or hemp? 

This is highly complex and varies by country. In the US, you can advertise topical, hemp-derived products (like creams) as long as they contain <0.3% THC and make no health claims. You cannot advertise ingestible CBD. Creatives must not show the product or any hemp/cannabis imagery. This is an extremely high-risk category.

My competitor is running ads that clearly violate policy. Why are they approved?

 This is the most frustrating question. There are a few possibilities:

1. They have a high-level agency rep who is "whitelisting" their ads.

2. They are running on an old, "warmed" account with a perfect quality score, so the AI is more lenient.

3. They simply haven't been caught yet. Do not use your competitor's non-compliance as a benchmark. It is a "when," not an "if," they will be shut down. Focus on your own compliance.