Ad Policy Guidelines

There are 5 general policy themes to highlight. Taking these into consideration while creating new ads
will not only benefit your ad performance, but also your audience.
To view the full list of Facebook’s guidelines, visit Advertising Policies.

IMAGES

20% Text Penalty

If your ad contains more than 20% of text, then the ad will be
subject to a penalty, ranging from low, medium or high. High
text penalty can lead to ad disapproval. This rule applies to Single Focal Point Brand Single Message Inspire Action
both static images and videos.

• Having more than 20% text on a static image ad will result VIDEO THUMBNAIL
in delivery penalty.

• Having more than 20% text on a video thumbnail will also

result in delivery penalty. Note that the video itself isn’t
taken into account, only the video thumbnail is evaluated.

Show Your Tease Your

Focus on Brand Juxtapose
Product Audience

Sexual Images
Ads may not use images that:

• Imply sexual acts

• Suggest nudity

• Show excessive skin

• Show sexually-suggestive poses

• Focus on individual body parts, such as abs, buttocks or

chest, even if not explicitly sexual in nature
Ad Policy Guidelines

Before and After Imagery

Ads must not use before and after imagery in relation to:

• Health conditions

• Hair loss

• Medical or dental procedures

• Skin treatments

• Weight loss

Idealized Body in Images

Ads must clearly reflect the product or service being
advertised, rather than focus on someone’s body.

• Avoid highlights pain-point or zoomed in body part

• Don’t display perfect or undesirable bodies: Ads must not

reference body images in a way that may make viewers
upset, e.g. ads referring to someone’s health or
appearance or using images of drastic weight loss

• Scale or tape measures are not allowed to be used to

depict weight loss

Misleading Imagery
Ads must not contain deceptive, false or misleading claims.

• Exaggerated claims, tips or tricks

Lose 5kg
• Claims of unrealistic results within specific timeframes in a week!
• Claims of cures for incurable diseases

• False or misleading claims about product attributes,

quality or functionality

• Setting confusing or misleading expectations for delivery

times

• False or misleading claims about return processes