The Blueprint of Facebook Ad Compliance and What Mistakes to Avoid

Alexis Gregoriades
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Is Facebook ad compliance making your life difficult? Facebook has become stricter than ever. This is because Facebook was under pressure for letting advertisers target people based on their personal characteristics.

As of March 2019, it’s running a non-discrimination ad policy. It’s rejecting ads and in some cases shutting down accounts. As a result, many businesses are losing a ton of leads and potential sales.

Facebook is an attractive platform for advertisers because it has 2.5 billion monthly active users. Imagine you have the best product or service in the world but don’t know how to promote it according to Facebook’s ad compliance. Wouldn’t you feel disappointed, devastated, and furious?

Unfortunately, that’s what many businesses are going through. Did you find yourself in a position before where your ads got rejected or disapproved? Don’t worry, after reading this article you’ll never have to worry about Facebook ad compliance again. Follow these guidelines and you’ll be safe.

Do You Make these Deadly Mistakes when Writing Copy for Your Facebook Ads?

Your ad copy cannot directly or indirectly imply the reader’s personal characteristics. This includes a person’s name, ethnic origin, sexual orientation, race, physical or mental disability, or medical condition, or financial status. Plus you can’t call attention to the reader’s noticeable imperfections.

Some mistakes to avoid and how to make them compliant:

Not compliant: “Do you have high cholesterol?”

Compliant: “New treatment for lowering cholesterol now available.”

Not compliant: “Buy this suit, Matthew.”

Compliant: “Personalized suits.”

To avoid worrying about Facebook ad compliance, you shouldn’t make any deceptive claims. According to Facebook, “ads can’t contain false, fraudulent, or misleading claims or content.”

Companies that are in the business of transforming people physically, mentally or financially are struggling the most with Facebook ad compliance. You cannot make any claims that your clients will potentially fail to achieve. You have to make sure that clients will not sue you because you made a promise that couldn't be kept.

Some examples include:

Not compliant: “Build a strong body in 30 days.”

Compliant: “Build a body everyone will admire.”

Not compliant: “Make $100 a day from the comfort of your own home.”

Compliant: “Have an extra stream of income from the comfort of your own home.”

Facebook Ad Compliance for Landing Pages

Writing compliant Facebook ad copy is not the only thing you must do. The same rules apply to your landing pages as well. Unfortunately many marketers are not aware of this. Facebook approves a landing page only if it’s fully functional, matches the product or service you’re offering in your ad, and is compliant with the advertising policies.

Here are some mistakes you must avoid:

  • Don’t overload your landing page with pop-ups

  • Don’t use images that are low-quality, shocking, or have sexual content

  • Don't try to monetize Facebook ad views. Users must not click through other ads in order to arrive at the landing page.

  • Don't use hard to navigate landing pages.

5 Things to Avoid When Using Creatives

Many advertisers believe that a Facebook ad should contain professional graphical images to draw the audience’s attention. That is true to some point, but many times they overdo it.

Below you’ll find what not to do with your creatives. This is very important so please pay attention.

1. Misleading Buttons

Don’t use misleading buttons. Your image should not contain any graphical elements that the user might recognize as buttons. Since they don’t have any functionality, don’t use them.

An example is having a play button on the image, making the person believe that it’s a video. By clicking on the image, the person is redirected to your landing page.

2. Before and After Pictures

Remember what I mentioned before about deceptive claims? Well, you should avoid this when using images. You shouldn’t use before and after pictures. This makes the person believe that they can get to that result.

In the book Brainfluence, Roger Dooley mentions that by using a vivid picture you leave a lasting impression in the prospect’s mind. As a result, prospects feel as if they’re experiencing your product and it increases positive emotions around it. We see this many times with health and fitness services.

What can you do instead? Use an image where people are exercising together and enjoying themselves. As a result, you’re building positive emotions in your prospect’s mind and motivating them to buy.

“People buy because of emotions and they justify it with logic."—Dan Lok, business influencer

3. Sexually Suggestive Images

Pictures that promote sexual content are prohibited. Your ad must not be overly sexual, show nudity, excessive skin, or anything focused on specific body parts. Here are some examples. If you’re promoting a dating company, you shouldn’t position your ad in a sexual way.

4. Scare Tactics

Any images that promote a negative experience to the viewer are violating Facebook ad compliance. Some examples are a car crash, and violence in sports or gunfighting.

Now pay close attention. This is the part where most advertisers get it wrong. They have the misconception that an ad on social media should be like a billboard. And by that I mean they overcrowd their image with text. That’s not the concept here and Facebook does not allow it.

5. Too Much Text

How to avoid too much text? You shouldn’t include more than 20% text on the ad image. It is recommended to include the text you want to use in the post, rather than in the image. To avoid this you can use the text overlay tool provided by Facebook.

There are exceptions to this rule, such as images that include logos, or text included on products like books, t-shirts, bottles etc. You can see more examples here.

Summary

Facebook attracts many advertisers because of the large number of users it has. Data shows that there are 7 million active advertisers per month. Although this is the case, most of the time their ads are rejected or disapproved. It’s like having a lake full of fish, but they don’t know how to use the perfect bait to catch them.

Because of Facebook ad compliance, advertisers must focus on the copy. This is the most important part of an ad. A quality copywriter knows exactly how to emotionally engage with the reader and persuade them to click through the ad. Most importantly, a copywriter will write copy that is compliant.

Do you want to be sure that your ads will get approved every single time and achieve great results? Then speak with us today.

Alexis Gregoriades

Alexis Gregoriades is a Marketing Strategist and Copywriter at Copywriters.com. Since he was a young child, he was always willing to help other people. He now lives his purpose by helping businesses generate more revenue or leads. While writing revenue-generating copy is his primary focus, Alexis also enjoys spending time with his family and reading books.

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