Meta ad policy: why Facebook and Instagram ads get rejected
Short answer
Meta rejects Facebook and Instagram ads that break its Advertising Standards, most often for implying something personal about the viewer (“Do you have diabetes?”), exaggerated health or weight-loss claims, or restricted products shown to the wrong audience. Meta's review checks the text, images, video, targeting and landing page, and a rejected ad can be edited or sent for another review in Account Quality.
How Meta reviews your ad
Meta's Advertising Standards say every ad is reviewed before it runs, mostly by automated tools, and that review is typically completed within 24 hours, though it can take longer. While this happens the ad shows the status “In review”.
The review can cover the ad's images, video, text and targeting, as well as the landing page or other destination. Ads can also be reviewed again after they go live, so an ad that was approved can still be rejected later. If violations are found, Meta may also restrict the ad account, Page or Business Account, not just the single ad.
The most common reasons for rejection
Most rejections trace back to a handful of rules in the Advertising Standards. Each one is about how the message is phrased, so a small rewrite usually changes the outcome.
- Personal attributes: ads must not assert or imply that the viewer has a health condition, a vulnerable financial status, a certain age, religion, sexual orientation and similar traits. Meta lists “Do you have diabetes?” and “Ready to upgrade your skin to look younger?” as examples that are not allowed.
- Negative self-perception: weight-loss and cosmetic ads must not contain statements that attack someone's appearance, body parts or hygiene.
- Clickbait in a health context: sensational language, extreme claims, or promises of specific results within a set timeframe without disclaimers or qualifiers.
- Cure claims: claims to cure, heal or eliminate the diseases Meta lists (such as diabetes, cancer, Alzheimer's, Parkinson's or HIV) are not allowed; claims about managing symptoms are treated differently.
- Prohibited commercial practices: deceptive pricing, unauthorized endorsements and guaranteed investment returns.
Restricted vs prohibited
Prohibited means the ad cannot run at all. Meta's standards prohibit, for example, ads for tobacco and nicotine products, weapons, illicit drugs and unsafe supplements, payday loans, binary options and initial coin offerings.
Restricted means the ad can run if you meet extra conditions: age or country targeting, written permission, or proof of a license. Alcohol, dating services, financial and insurance products, over-the-counter medicines, prescription drugs (which require LegitScript certification or Meta's own review, and only run in the United States, Canada or New Zealand) and CBD products (United States only, with LegitScript certification and written permission) all fall in this group.
Age and targeting rules
Ads for dietary, health, weight-loss or weight-gain products, and for cosmetic procedures or surgeries, must target people 18 or older. Ads for credit cards, loans and insurance also need an 18+ audience, as do alcohol and over-the-counter medicine ads at a minimum.
Some health-adjacent products are exempt from the 18+ rule: general wellbeing products like gyms and fitness equipment, general food including protein products, non-permanent cosmetics such as creams and makeup, and dental products like teeth whitening.
If you are based in the United States, or you target the United States, Canada or certain parts of Europe, ads for financial products and services, housing or employment must be declared as a Special Ad Category and use the approved targeting options.
What to do after a rejection
Read the rejection reason first, then fix the specific claim or image it points to. An edited ad, or a new one, goes through review again as a new ad. Check the landing page too, since it is part of what Meta reviews.
If you believe the ad was rejected by mistake, you can request another review of the decision in Account Quality. The same place handles restricted ad accounts, Pages and Business Accounts.
InspectAd AI can check an ad against Meta's policies before you publish it, and it can also create ads, so you can catch phrasing like a guaranteed result or a personal-attribute question before Meta's review does.
Risky copy and safer rewrites
Likely to be flagged
“Do you have diabetes? Try our new meal plan.”
Safer rewrite
“New meal plans with diabetes-friendly recipes.”
Meta's personal attributes policy blocks ads that imply the viewer has a medical condition; describing the product is allowed.
Likely to be flagged
“Erase wrinkles in 7 days, guaranteed.”
Safer rewrite
“A daily moisturizer for smoother-looking skin.”
A guaranteed result in a set time is the kind of claim Meta's health clickbait rule targets; on InspectAd's Meta check this headline scored 35/100 and the rewrite scored 100/100.
Likely to be flagged
“Ashamed of your belly? This tea melts the fat.”
Safer rewrite
“A caffeine-free herbal tea to enjoy after meals.”
Statements that attack someone's appearance are not allowed in weight-loss ads, and the product claim was extreme.
Likely to be flagged
“Are you bankrupt? Check out our services.”
Safer rewrite
“Free budgeting sessions with certified counselors.”
Meta gives the bankruptcy question as an example of implying a vulnerable financial status.
Check your ad before you publish
Upload your ad or paste your copy: InspectAd AI checks it against these policies and suggests compliant rewrites. Or create a new ad with AI and check it before export.
Questions
How long does Meta take to review an ad?
Meta says its review is typically completed within 24 hours, although it can take longer in some cases. Ads can also be re-reviewed after they start running.
How do I appeal a rejected Facebook or Instagram ad?
You can edit the ad so it complies and resubmit it, or, if you think the rejection was a mistake, request another review in Account Quality.
Are before-and-after images banned on Meta?
Not outright. When targeting people 18 or older, Meta's Health and Wellness policy allows cosmetic before-and-after transformations and lets weight-loss ads show the impact of the product with the time it took, but it bans close-ups of pinched fat and statements that attack someone's appearance.
Does Meta check my landing page?
Yes. Meta's ad review can include the ad's landing page or other destination, so claims on the page need to follow the same standards as the ad.
Official sources
- Meta Advertising Standards: Introduction and ad review process
- Meta Advertising Standards: Health and Wellness
- Meta Advertising Standards: Privacy Violations and Personal Attributes
- Meta Advertising Standards: Financial and Insurance Products and Services
- Meta Advertising Standards: Drugs and Pharmaceuticals
- Meta Advertising Standards: Prohibited Commercial Practices
Platforms change their policies. This guide summarises them and isn't legal advice; the linked pages are the reference.