Facebook advertising guidelines
Overview of applicable advertising policies
Every newly created advert is reviewed by Facebook according to the current advertising policies. Only permitted adverts are approved.
The most important advertising policies you must follow include, for example …
- Avoid misleading claims in the advert
- Avoid non-age-appropriate content in the advert
- Avoid discriminatory adverts (see also the section “Special Ad Category Housing”)
and much more.
You can find a comprehensive overview of all applicable advertising policies here:
https://www.facebook.com/policies_center/ads
💡Tip: If an advert is incorrectly rejected by Facebook, you can request a review under “Account Quality”.
Special Ad Category “Housing”
When advertising in the property sector on Facebook, the special ad category “Housing” must be selected and the related policies must also be followed.
Facebook introduced this measure to prevent “discrimination based on characteristics” when displaying adverts. A detailed description of which topics fall under this ad category can be found in the Facebook Business Help Centre under the section “Housing”.
You can set the special ad category “Housing” here: https://www.facebook.com/business/m/special-ad-category
Once the special ad category is activated, you will notice that some targeting options, especially regarding location, are no longer available or are less detailed. You can find more information in the Facebook Business Help Centre on the page for special ad category targeting: https://www.facebook.com/business/help/2220749868045706
Do you need support setting up your adverts? Visit our partner area in the BOTTIMMO app and contact one of our Facebook experts, such as the agency “von Fred”. Click here to go to the partner area.
Next steps for you
- Familiarise yourself with the currently valid Facebook advertising policies
- Get to know the special ad category “Housing”. Activate this category for your adverts.
Frequently asked questions:
My Facebook advert was rejected. What could be the reason?
→ Open “Account Quality” on Facebook and check which advert was rejected and for what reason. Does the advert violate current advertising policies? If so, edit the existing advert so that the issues are resolved, or create a new compliant advert.
My ad account was disabled. What can I do now?
→ If an ad account repeatedly attempts to run adverts that violate Facebook’s advertising policies, the advertiser may be classified as a risk and the ad account may be disabled. Under “Account Quality”, the administrator of your ad account can file an appeal and request a review. More information is available here.