Do’s & Don’ts of Facebook Ad Copy

Before you write your Facebook PPC ad, I’d highly suggest understanding Facebook’s ad policies.

Dry reading? Yep.

Necessary? Absolutely.

By knowing what’s allowed and what’s not, you can save yourself a ton of time and frustration, increasing the chances that your ad will be approved the first time. There’s nothing worse than preparing for a campaign, only to have all your ads disapproved 2 days later and have to start from scratch!

If you’re unclear on what’s OK for your ad copy, read on. I’ll try to make this quick and painless!

Check for proper grammar

Yes, this is actually on Facebook’s list of advertising guidelines! We’ve all seen ads that don’t meet this requirement and still get approved, but I highly recommend spell-checking your ad beforehand. It’s such a little thing, but when your ad gets turned down simply because of a spelling mistake, it won’t feel so little.

Know what types of products have special rules

I won’t go through all the specific rules, but if you have a product that’s at all controversial or adult-only in nature, be aware that there are very specific guidelines in place. These products include:

  • Adult products or services (including contraceptives and family planning products)
  •  Dating services
  • Alcohol, drugs & tobacco
  • Pharmaceuticals and supplements
  • Software
  • Subscription services (services that require automatic renewals or negative options, for instance)
  • Weapons and explosives (!)
  • Gambling and lotteries

Ad copy cannot include reference to certain attributes

This one can be pretty subjective, and you may be surprised at some of them:

  • Race or ethnic origin
  • Religion
  • Age
  • Sexual orientation
  • Gender identity
  • Disability (including physical illnesses or mental health issues)
  • Financial status

No hot button issues

We’ve talked before about addressing current events in your ad copy. Being relevant in your ad copy is important. Just be careful that your copy isn’t using controversial issues in order to sell. Facebook phrases it as “exploit[ing] political agendas or “hot button” issues for commercial use.

Ad copy has to clearly represent your product

This means being very clear that what your ad copy says, you’re able to deliver. 

If you suggest a free product in your ad copy, your landing page better offer a completely free product.

If your copy talks about a particular product, your landing page had better give information on that product, and provide the opportunity to purchase that product.


Making sure your Facebook ad copy complies with the above guidelines will give you a much better chance of getting your ad approved the first time.

I’m curious if you’ve snuck under the radar on any of the above? Any you see being violated regularly yet still approved? Let me know in the comments below.

4d566de7d71dfa46508cfc2cccc28f3c Dos & Donts of Facebook Ad Copy

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Related posts:

  1. Essential Elements of Your Facebook Ad Copy: Benefits & Results
  2. Essential Elements of Your Facebook Ad Copy: Call to Action
  3. Getting More Clicks by Incorporating Benefits Into Your Ad Copy
  4. Essential Elements of Your Facebook Ad Copy: Clear Objective
  5. Essential Elements of Your Facebook Ad Copy: Using Demographic Info

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