If you’ve been using Facebook ads for a while, you may have grown accustomed to getting denied often – some of which are justified, others not so much. If this is your first time advertising on Facebook, it might be difficult understanding why some of your ad campaigns fail and succeed without fully knowing what the factors were behind them.
Facebook’s advertising policies can be difficult to navigate. But stay focused because after this post, you’ll learn everything you need to know about the Facebook ad approval process, and how long it takes, plus what criteria they use when approving ads!
- What to do if your Facebook ad isn’t approved.
- How to prevent, fix or appeal a Facebook ad rejection.
- Common reasons for disapproval.
- What to do if your account is disabled.
How to prevent or fix disapproved Facebook ads
Now that you’ve followed all of our Facebook ad tips and read our blog posts on app marketing, it’s time to make sure your ads are up-to-date. These are the best ways to keep them compliant and approved so they’re ready for a fast turnaround!
How long does it take for Facebook to approve an ad?
From experience, depending on the type of ad you are running, it may take anywhere from 2-3 hours to even up to 2-3 days.
Due to the combination of human and machine review in the Facebook ad review process, this is the case. As soon as you hit publish on an ad, it goes through a computational evaluation, where the computer checks for basic information like image/text ratios, prohibited content, incorrect grammar, and broken links.
This point in the process, some advertisements are approved and published while others are rejected or edited. However, most of them go through a manual review process before they’re released onto the platform.
Human beings will assess your ad and judge it based on its context, meaning, and quality. They may then decide whether they want to allow it or refuse it from being posted online.
So that’s why one advertisement can be approved in mere minutes while others take what seems like an eternity.
How to Appeal a Facebook Ad Disapproval
If you’ve decided that the advertisement is fully compliant with the policy and edits won’t increase its chances of being approved, then you may appeal the disapproval.
The disapproved advertisement(s) can be edited by selecting them and clicking Edit.
The Request Review option should be visible in the upper right corner of the screen just above the ad preview. There will be a pop-up window where you can request a second human review.
Please keep your description of your problem concise. An essay is not required! Make your argument based on the specific rule you are referencing. For example: This advertisement does not violate AdSense’s terms of service. There is nothing sexual or violent in this advertisement which violates YouTube’s guidelines.
Make sure your ad doesn’t violate any of the policies before appealing it, since you can only appeal an ad once for the same disapproval. Check out these 4 reasons why your Facebook Ads aren’t running if they’re approved and approved but not running.
Is your Facebook ad disapproved? Here’s how to do it
In the event that your Facebook ad is disapproved, you’ll receive a notification explaining what policy violation prompted the disapproval, along with a link to the policy. Sometimes they might even provide helpful tips on how to correct the problem; other times they may be rather vague about what needs to change.
Fortunately, most ads are disapproved because of minor details, which can be easily corrected and resubmitted.
Review your advertisement thoroughly after reading the policies. After making changes to everything from copy placement to formatting and more, you will need to wait for approval before moving forward.
1. …and tone
Facebook ad disapproval can be very deceiving – there is a good chance that your ad will be seen by an actual human being. And when it comes to picking an ad for a creative yet shameless post, the thin line should always come first.
Avoid using too many details about the user’s personality because it may come off as impersonal or disingenuous.
2. Read the policy carefully
If your Facebook ad is disapproved, please make sure you understand the Violation Policy completely before submitting it again for approval- certain circumstances need to be taken into account and it will also have to be manually reviewed!
3. Proceed with caution
Yes, being different is the key to writing best-selling copy. But if you want an ad campaign that runs quickly, avoid taking risks. And if something seems potentially offensive or not inclusive – or even a little wrong – don’t do it.
4. Check the quality of your ad copy…
It is easier to miss mistakes when you put more time into something. This is why after reading over your work (without spotting anything wrong) you should have someone else read through it just in case they find an error that you may have missed while being focused on other things. Even better would be to use Grammarly which will give you contextual reviews of what could change or what needs fixed.
5. Boost Posts
For those of you in the restricted category, we encourage you to boost your posts. However, if the post does not contain any commercial content and is strictly informative, it might be approved.
6. Check your landing page
Make sure your login page contains all of the necessary information regarding your legal agreements if required by your category.
Follow best practices for landing pages as well. The text should be kept fresh and not cluttered with too much information. Be honest about what you are selling; do not mislead anyone! Please ensure that your links are up-to-date and functioning properly for a seamless experience.
7. Check your phone
The approval of an advertisement for distribution through Facebook depends on many factors. This is why it’s important to make sure you preview your website through mobile as well, since some landing pages can easily create faulty impressions when viewed on a small screen.
8. Proper positioning
If you’re in a restricted group of people, make sure that your product is appropriate for them–especially if they are young and impressionable.
9. Be aware of objections
The tricky thing about Facebook ad disapprovals is that due to the delay in notification or in general use of devices, these messages can often go unread. By manually checking disapprovals using Ads Manager or Facebook Business Suite, one will never miss an important message.
10. …and quantity
Keeping texts to a minimum is still considered best practice, even though Facebook’s 20% text limit has been removed (and the tools to check it have been removed). Here is a lengthy discussion of this topic on Facebook. Social media feeds are largely comprised of visuals and for this reason you should make your images louder than words when possible; we’ve got 9 top tips for how to write the best Facebook ads if you need some help with that too!
Why was your Facebook ad disapproved? Common causes
No matter what type of business you’re in or what products/services you promote, your campaigns, ads, and landing pages need to follow these guidelines. However, please note that this is just a quick summary – see Facebook’s official advertising policies page for the full details.
Standard Policy Violation
Content has been determined as a violation if it is profanity, violates third parties (for example copyright and trademark), or is discriminatory, controversial, violent, disrespectful, unexpected, disruptive, irrelevant, of poor quality.
Remember the Golden Rules. If you don’t know how, just think logically and stay true to who you are.
There is no room for personal attributes here. In addition to race, ethnicity, religion, sexual orientation, financial status, physical ability, mental health, and income level, this includes race, ethnicity, religion, and sexual orientation.
Imagine how uncomfortable you would feel if ads were highlighting the medical treatment you’re currently undergoing. Just thinking about it sends chills down my spine so we need to make sure no one exploits any personal information they may have access to.
This policy prohibits advertisers from using before-and-after images or images that include illogical or unlikely results. Advertisements are also prohibited from inciting insecurity in order to sell a product – whether it be for weight-loss, appearance enhancement, or anything else.
Non-functional landing page
Your webpage might contain an error, a disruptive or glitchy popup, or any element that makes it difficult for visitors to navigate away from it.
A function that does not exist
Don’t pretend, your advertisement or website landing page cannot contain elements that look like clickable buttons, checkboxes, and other features that do not work. Ads that are disapproved of this policy usually need to be adjusted slightly before being published.
To avoid circumvention of Facebook’s Ad Review Process, we’ve adopted policies to make sure that there is no cloaked content.
This policy often leads to incorrectly disapproved ads. If you break this rule and do not intend to bypass the review process, then all you can do is file an appeal!
Using Facebook Brand Assets
In addition to age-restricted content and too much text in images, this is the most common reason for disapproval on Facebook.
If you mention Facebook or Instagram, there are specific rules:
- You cannot imply endorsement by Facebook or any other company owned by Facebook.
- You cannot refer to them in a way that’s more representative of the brand than either the business or the product itself.
- Platform and interface screens cannot misrepresent the app or service.
- You cannot change the logo, copyrighted content or appearance of the interface.
Facebook’s and Instagram’s Brand Resource Centers offer additional assistance with this policy.
Prohibited and restricted categories
There are restrictions on certain businesses you can start, generally they’re pretty clear cut. For a more detailed list, head over to the (insert link) and read up on it all there.
You will not be able to use Facebook advertising if your business falls into one of the prohibited categories.
This type of business can involve different types of body parts, weapons, illegal products or services, tobacco, recreational drugs, malware, or deception.
Some of these you may not know about include payday loans, salary advances, bail bonds, vaccine suppression or multi-level marketing schemes. There are also get-rich-quick opportunities available.
It is permissible to advertise in these categories, but there are some restrictions and requirements:
Alcohol, branded content, dating services, health and medicine, cryptocurrency, online gambling, political and social issues, cosmetic procedures/surgeries/procedures/treatments/therapies/, finance and insurance (depending on the context), subscription services.
Some advertisers are required to fill out a detailed application with special forms and checks before they can start advertising. Every ad has its own requirements, so you’ll need to figure out which one will work best for your company. You might need to include things like where visitors go when they click through, how long ads stay up on the site, what type of device they’re using, and if there’s an age restriction.
Here are some tables for these categories:
- Online pharmacies, telemedicine, and prescriptions must have permission from the doctor before being allowed here.
- Addiction centers are required to use this form.
- Cryptocurrency ad providers may apply for approval here.
- Online gambling and gaming advertisers are required to obtain prior written permission before advertising their services.
- How to deal with duplicate or high volume Facebook ad disapprovals
One must be vigilant about rejecting ads, not only because it signals to Facebook that one’s account is still active and in good standing, but also because there may be issues on the other end of these advertisements.
If ads are being rejected in bulk, it may be best to seek out support when multiple ads are being rejected at the same time.
The appeal process for an individual advertisement must happen in sequence, so the management of a large group of advertisements can be challenging. Typically, if you open up a chat with customer service and they know your campaign ID, they will be able to see every disapproved advertisement within the campaign.
Unfortunately, my own clients also sometimes reject ads by mistake. As soon as a new campaign or ad is launched, I’ll contact customer service and they’ll reach out to them. Unfortunately though, there isn’t an easy solution for this problem – at least not yet anyways.
What to do if your Facebook Ads account is disabled
When your Facebook advertising account gets disabled, it can be hard to know what you need to do next. It would help if customer service were able to answer questions about why an account was closed but unfortunately they cannot share information because of privacy concerns.
If an account has violated the above policy many times, it is unlikely that it will be reactivated. However, accounts are often disabled by mistake – Facebook once had a glitch and disabled many ads within a week or two.
Unfortunately, if you’re account gets disabled by mistake – your only recourse is to request a review. To do so, visit the Account Quality page of your account, where you will be able to follow the steps for requesting a review.
What to do if your Facebook user login is restricted by ads
For those who are sick of seeing ads, there are two different ways to prevent them from popping up. One is disabling an account and the other option is logging out of the platform after each use. What most people don’t know though, is that both methods of prevention can be equally frustrating for some users.
When it comes to providing login support for individual users, it is much more difficult than other types of support – most likely because an individual user login does not yield direct financial benefits for the platform.
Similar to when an Ad Account has been restricted, if a user is found to have broken the rules too many times, they will most likely not be able to restore Ad Functionality.
If you notice that your account has been mistakenly or wrongfully restricted, simply contact us at the Account Quality page and we’ll review it for you.
While losing ad access is rare, it’s not uncommon. As such, advertisers should be aware of it.
If there are no other user accounts or if no administrators have been set up for this account, then it could mean that nobody has access (or does not have administrative rights) to the current running advertising account.
Yes, this has happened before and unfortunately, Facebook will not jump at the chance to help you regain access in these situations.
While you may not be required to have multiple administrators for your advertisement account, it can be considered a best practice because at times users are mistaken and cannot advertise anymore which could lead to an issue.
Again, fast is relative. Depending on what category the advertisement falls under or how urgent the situation is – it could take anywhere from two hours to even twenty-four hours for them to approve your ad before publishing it.
Regardless of what you do, these are some helpful tips and methods to speed up your Facebook ad approval process:
- Check frequently for objections.
- Carefully read through the law that you are breaking.
- When you’re posting on social media sites, don’t use ads that you want to post quickly.
- Proofread your advertisement copy.
- Text in images should be minimized.
- It’s important to keep a friendly tone.
- The subject of this passage is appropriate.
- Check your Landing Page for all Requirements
- Ensuring that your advertisement is mobile-optimized will increase its traffic.
- Boost posts in a prohibited or restricted category when possible.