How To Write Facebook Compliant Ads

Many people worry about how to write Facebook client ads. Here are some refined strategies to help you get on Facebook aka Meta’s good side.

Once Facebook banned crypto ads from the platform and changed their name to Meta, we knew advertising would never be the same. 

While many have hailed these as positive steps in preventing the spread of misinformation and scams, it has also meant that legitimate businesses who advertise their products on the platform are unable to do so. 

The main reason for this ban was the lack of regulations surrounding cryptocurrency and other related assets. However, there are still plenty of ways in which you can advertise your product or service on Facebook/Meta without breaking any rules! 

In this article we will cover some key things that advertisers should know about writing compliant ads on Facebook/Meta:

How To Write Facebook/Meta Compliant Ads

We’re sure you know the rules, but here they are in case you need a refresher:

  • Keep your Facebook ad copy tight. Keep it under 25 words, because people’s attention spans are getting shorter and shorter, and they won’t read a long-winded ad if there are other options available to them.
  • Use those 25 words wisely. Pick one main benefit or point of difference from competitors that you can use as a call-to-action for your ad: “Buy now for free shipping!” or “Try our new flavor today!” Make sure it’s specific and actionable enough so that someone knows exactly what to do if they see the post on their newsfeed!
  • Stick to basic language only—no buzzwords here! We mean no gimmicks like “save thousands” or “get this limited edition item before we run out.” That kind of language will make readers think twice before clicking through (and then again when they get there).

Facebook defines its advertising policies under two broad categories- Prohibited Content and Restricted Content.

Facebook defines its advertising policies under two broad categories- Prohibited Content and Restricted Content.

Prohibited Content

  • “content that is discriminatory, hateful, or incites violence against individuals or groups”
  • “content that contains nudity, partial nudity, or violence,” unless it is shared in an educational context with appropriate language and hashtags
  • “promotion of escort services”

Restricted Content:

Facebook restricts the following types of content:

  • “graphic content including violent threats or images related to terrorist acts”
  • “adult content including sexual intercourse or close-up shots of fully exposed buttocks”

‘Inappropriate Language’ is defined as ‘language that is threatening or obscene.’

  • Avoiding inappropriate language is the most obvious way to ensure your ad stays Facebook compliant.
  • ‘Inappropriate language’ is defined as ‘language that is threatening or obscene,’ and can include profanity and even innocuous words like “stupid.”
  • If you’re wondering whether you should use a word or phrase in your ad copy, take a test run with it on Facebook’s Ad Performance Review Tool to see if it passes muster. This tool will let you know if the word or phrase triggers any of three categories: “Triggers Review,” “Limits Review,” or “Prevented.” If it triggers any of those categories, then wait until you have time to work with an expert copy writer before using this particular word or phrase in an ad. (If you’re interested in learning what each category means, check out this guide.)

Facebook suggests users do not use ‘exaggerated or sensational language to describe an offer or service’ which is particularly relevant for products which can be considered as such.

In order to produce compliant ads, it is important that you follow these guidelines:

  • Use simple language. You should avoid using complex sentences and long paragraphs in your ad copy. Instead, use bullet points or short sentences with clear structure to make it easier for your audience to understand what you are trying to say.
  • Use language that is easy to understand. Avoid using jargon or phrases which may be difficult for people from different backgrounds and age groups to understand as this could mean they won’t click on your ads at all because they’re unsure about what you’re offering them!
  • Don’t mislead people with false promise of benefits (like “you’ll become a millionaire by tomorrow if you buy my product”). This includes claiming false exclusivity (e.g., “I’m the only person who knows how this works.”)

‘Offers and Promotions’ cover information regarding contest applications and gaming services, lottery, giveaway and sweepstakes policies etc.

‘Offers and Promotions’ covers the information regarding contest applications, gaming services, lottery, giveaway and sweepstakes policies etc. Facebook defines its advertising policies under two broad categories- Prohibited Content and Restricted Content. According to these policies all advertisements must be compliant with certain standards related to:

  • Language – Nudity – Graphic content – Violence 
  • Inappropriate Language ‘Inappropriate language’ is defined as ‘language that is threatening or obscene’.”

Remember Facebook (Metaville) Is Like Pleasantville.

These are examples of a few key points that you need to take note of when writing Facebook compliant ads.

Imagine the perfect place… “It never rains, the highs and lows rest at 72 degrees, the fire department exists only to rescue treed cats, and the basketball team never misses the hoop.” 

In the movie, Pleasantville is a false hope. David’s journey tells him only that there is no ‘right’ life, no model for how things are ‘supposed to be’.

Your product is a real hope. The same goes for your customers, they experience pain, have highs, and lows, frustrations, but we communicate hope to them within the limited language codes of Pleasantville/Metaville.

Facebook/Meta Is A Digital Pleasantville.

As a result, writing ads for Metaville makes you think outside the box more. It actually makes you a better copywriter because you have to come up with more unique ways to get around it:

For example, avoiding words like “Pain”:

– Can’t focus on them with words like “You”

– Removing Negative, Amplify the Positive

How To Use Emotional Thesaurus

Novelist’s have unlimited ways of combining human emotion, with words imagery.

As a writer, understanding emotional wounds, and alternative expressions of emotions evades tricky compliance traps and dead ends in advertising.

For example, use “Relief” The alleviation or lightening of oppressive stressors

Rather than explicit focus on “curing” or “pain relief” we can describe stories, experiences, and anecdotes that associate “relief” to any product.

“I felt an unexpected release of all tension in my knees.”

Rather than saying “Removing Pain” We can say = 

  • “Get Rid of…”
  • “Say Goodbye to…”
  • “Are You tired of…”
  • “Supports relief for…”
  • “If you’re a good __________doesn’t makes sense

for you to struggle at end of month you feel ashamed 

world’s against you etc.”

“I was jumping up and down, shouting, running, crying tears of joy…that I felt like my normal self”

In 2022, people need hope… so sell more hope… 

– Still emotionally compelling and hopefully… they register the pain inside

– people are sick of being fear mongered. 

– Instead “John was sick and looked like a rotten pear”

– He had trouble with little slice of life pain points etc. 

– If they are broke don’t say “Broke people suck” 

– it comes off as discriminating – Dating “feeling ashamed and embarrassed”

– Don’t talk about “Ugly puffy toe fungus” 

– Instead say “ Enjoy beautiful kissable toes” 

– Promote the bright side of what they can “Enjoy”

“Feel X…”

“Make X Experience a positive one”


“What if it was possible to enjoy time with your family, and be 

present at every family meal instead of checking to 

know clients are waiting to hear from you. 

Facebook founder preaching

The 10 Commandents Of Metavillle

Commandment #1 – You’re speaking their language but not directly… 

Commandment #2 – Bigger Your budget, the more lenient they are (manual review)

Commandment #3 – “If your ads make it on Facebook You can advertise everywhere”

Commandment #4 – Don’t focus on or imply negative traits especially in health

Commandment #5 – Purpose Vs. Condition – Focus on purpose instead of health condition

Commandment #6 – Don’t call Out Diseases Names & Diagnosable Conditions  

Commandment #7 – Make Claims In Gradual Homeostasis vs. SuperHuman Claims 

Commandment #8 – Reduce Open Loops In Each Element 

Commandment #9 – Pay attention to Frequent Offenders on what NOT to do.

Commandment #10 – Frame EVERYTHING positively

In summary, these are examples of a few key points that you need to take note of when writing Facebook compliant ads:

  • You cannot use inappropriate language. This includes any words that are considered profane or sexually explicit. If the word itself is not inappropriate on its own, but has been used in an offensive context, it can still be banned by Facebook. 
  • It’s also important to remember that words in their plural form may not be acceptable either since they could be seen as being more aggressive than the singular form of the word (e.g., “d*cks” vs. “dick”).
  • You cannot use exaggerated or sensational language; this includes making false claims about your products or services and/or exaggerating their benefits compared with those offered by competitors. 
  • It also means using words like “free” when referring to a product unless it truly is free—otherwise customers could think they’re paying for something but actually aren’t getting what they bargained for! 
  • And finally… don’t make promises about things like “high conversion rates” when there’s no way for anyone (including yourself!) to know if such claims are true until actual experience proves otherwise over time – which might never happen at all depending on how long you wait before stopping such campaigns altogether due to negative results from previous tests performed against other audiences within similar demographics.”
  • Facebook is the largest social media platform and most people use it to communicate with their friends and family. As a marketer, you want to be able to reach your target audience on this platform without getting banned by Facebook. The best way to do that is by following the steps I’ve outlined.

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