Advertising on Meta platforms like Facebook, Instagram, Messenger, and the Meta Audience Network is a powerful way to connect with potential customers. However, to ensure a safe and high-quality experience for users, Meta has specific advertising policies that every advertiser must follow. If you’re running ads for your business, like real estate plots, it’s crucial to understand these rules to avoid ad rejections or account issues.
Here’s a simplified guide to Meta’s Advertising Policy to help you stay compliant:
1. Avoid Mentioning Personal Attributes
You cannot mention or assume anything about a person’s:
- Age
- Gender
- Religion
- Caste
- Health Condition
- Income Level
- Personal Lifestyle
Example of a prohibited statement: “Are you tired of renting? Buy a plot now!”
Meta discourages making assumptions about people’s personal situations in your ad text.
2. No Sensational or Shocking Content
Ads should not use fear tactics, shocking images, or content that causes distress.
Don’t use statements like: “Last chance to buy, or regret forever!”
Keep your ads positive, helpful, and informative.
3. No Misinformation or Unrealistic Promises
Avoid making false promises or misleading statements such as:
- Unrealistic Return on Investment (ROI)
- Fake offers
- False claims about your product or service
Make sure all claims can be backed by proof and legal documents.
4. No Profanity or Inappropriate Language
Do not use abusive language, vulgar words, or offensive content in your ads. Meta aims to maintain a respectful and family-friendly environment.
5. Avoid Content That Harms Personal Health or Self-Image
Ads should not:
- Make people feel insecure about their appearance or health
- Promise unrealistic body transformation or health outcomes
6. Special Categories That Require Extra Permissions
If your ads are about these topics, you may need special approval:
- Cryptocurrency products and services
- Dating services
- Gambling and gaming
- Drug and alcohol addiction treatment
- Alcohol promotion
- Social issues, elections, or politics
For real estate ads, typically no special approval is needed, but honesty and transparency are required.
7. Follow Facebook & Instagram Community Standards
Besides ad policies, your ads must also align with:
- Facebook & Instagram community guidelines
- Commerce policies (for selling properties through catalogs or Marketplace)
- Branded content rules (if working with influencers)
Best Practices for Healthy Ad Accounts
- Provide accurate information in your ads.
- Deliver what you promise to your customers.
- Maintain good customer feedback and ratings on your pages.
- Avoid any unacceptable business practices, such as promoting illegal properties or sharing false documentation.
In Conclusion
Meta’s Advertising Standards are designed to create meaningful connections between people and businesses. If you stay transparent, ethical, and customer-focused, you’ll not only run successful ads but also build trust and credibility for your brand.
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