Updated December 25, 2024

Meta continues to be one of the most powerful platforms for digital marketing, offering unparalleled reach and engagement opportunities for businesses of all sizes — delivering ads to both Instagram and Meta with one click.

However, the ever-changing landscape of Meta’s advertising policies can be challenging to navigate. As Meta rolls out new advertising rules weekly, understanding why ads get rejected is crucial for digital marketers, small business owners, and social media managers alike.

Recent Changes in Meta’s Advertising Policies

Meta’s commitment to creating a safe and trustworthy environment for its users has led to frequent updates in its advertising policies. These changes, while aimed at improving the user experience, have significant implications ad buyers, for example:

• Increased scrutiny on ad content: Advertisers must now adhere to stricter content guidelines to avoid misleading or harmful information. Claims that seem unreasonable (like a cure for a disease) could flag your ad for rejection.
• Enhanced transparency requirements: Businesses must ensure their business address matches where a business was filed, and the name on the payment method matches both. If there is a mismatch the ad could be rejected and may require an appeal due to the business information in Meta’s Business Manager. Be sure all entries match exactly what you submitted when you formed your company.
• Stricter enforcement of community standards: Ads that violate Meta’s community standards are more likely to be rejected.

Top Reasons Meta Ads Get Rejected in 2025

1. Misleading Claims

Meta has zero tolerance for misleading or false claims in advertisements. Ads that exaggerate the benefits of a product or make unsubstantiated claims are likely to be rejected.

Example: Claiming that a dietary supplement can cure illnesses without scientific proof will lead to ad disapproval.

2. Inappropriate Content

Ads containing inappropriate or offensive content, including explicit language, violence, or adult content, are strictly prohibited.

Example: An ad featuring graphic violence or nudity will be immediately rejected.

3. Violation of Community Standards

Meta’s community standards protect the platform’s integrity and user safety. Ads that promote hate speech, discrimination, or any form of harassment will not be tolerated.

Example: Ads promoting discriminatory practices based on race, gender, or religion are subject to rejection.

4. Non-compliance with Ad Format Guidelines

Each ad format on Meta has specific guidelines that must be followed. Non-compliance with these guidelines, such as incorrect image dimensions or excessive text in images, can result in ad rejection.

Example: The ad is poorly made. This could include having low-quality images or videos, using too much text, or having grammatical errors.

5. Prohibited Content

Meta has a list of prohibited content that cannot be advertised on its platform. This includes tobacco products, illegal products or services, and certain healthcare products.

Example: An ad promoting the sale of cannabis or related products where it is not legal will be rejected.

6. Targeting Restrictions

Meta imposes restrictions on how certain products and services can be targeted. Ads targeting sensitive demographics or using discriminatory targeting practices will be disapproved.

Example: An ad for housing that targets specific age groups or races is likely to be rejected under the Fair Housing Act.

7. Unclear or Insufficient Information

Ads that lack clear information about the product or service being promoted, or that use ambiguous language, may be rejected.

Example: An ad with vague descriptions and no clear call-to-action can be disapproved for lack of transparency.

Strategies to Overcome Common Reasons for Ad Rejection

1. Stay Updated with Meta’s Advertising Policies

Regularly review Meta’s advertising policies to stay informed about new updates and changes. This proactive approach will help you create compliant ads from the get-go.

2. Provide Clear and Accurate Information

Ensure that your ads provide transparent and accurate information about your products or services. Avoid making exaggerated or false claims.

3. Use Appropriate Content

Create ads that align with Meta’s community standards and avoid using inappropriate or offensive content.

4. Follow Ad Format Guidelines

Adhere to the specific guidelines for each ad format to avoid disapproval due to technical non-compliance. Utilize Meta’s Ad Manager tools to check ad specifications.

5. Avoid Prohibited Content

Familiarize yourself with Meta’s list of prohibited content and ensure that your ads do not promote products or services that fall into these categories.

6. Comply with Targeting Restrictions

Use targeting options responsibly and avoid discriminatory practices. Ensure that your targeting complies with all local laws and Meta’s policies.

7. Be Transparent

Clearly communicate the value proposition of your products or services and provide all necessary information in your ads.

Ready to adapt your Meta advertising strategy for success? Start by reviewing your current campaigns and making necessary adjustments to align with Meta’s new rules. With the right approach, you can leverage Meta’s powerful platform to achieve your marketing goals and grow your business.

Book a call with our team here.