Sure, we've designed, built, and managed campaigns in dozens of industries and niches. There are some guidelines you need to be aware of. You can (and should) check out the full guidelines here -- we refer to them directly when we get these questions. Here's an excerpt:
1. Community Standards
Ads must not violate our Community Standards. Ads on Instagram must not violate the Instagram Community Guidelines.
2. Illegal Products or Services
Ads must not constitute, facilitate, or promote illegal products, services or activities. Ads targeted to minors must not promote products, services, or content that are inappropriate, illegal, or unsafe, or that exploit, mislead, or exert undue pressure on the age groups targeted.
3. Discriminatory Practices
Ads must not discriminate or encourage discrimination against people based on personal attributes such as race, ethnicity, color, national origin, religion, age, sex, sexual orientation, gender identity, family status, disability, medical or genetic condition.
4. Tobacco Products
Ads must not promote the sale or use of tobacco products and related paraphernalia.
5. Drugs & Drug-Related Products
Ads must not promote the sale or use of illegal, prescription, or recreational drugs.
6. Unsafe Supplements
Ads must not promote the sale or use of unsafe supplements, as determined by Facebook in its sole discretion.
7. Weapons, Ammunition, or Explosives
Ads must not promote the sale or use of weapons, ammunition, or explosives.
8. Adult Products or Services
Ads must not promote the sale or use of adult products or services, except for ads for family planning and contraception. Ads for contraceptives must focus on the contraceptive features of the product, and not on sexual pleasure or sexual enhancement, and must be targeted to people 18 years or older.
9. Adult Content
Ads must not contain adult content. This includes nudity, depictions of people in explicit or suggestive positions, or activities that are overly suggestive or sexually provocative.
10. Third-Party Infringement
Ads must not contain content that infringes upon or violates the rights of any third party, including copyright, trademark, privacy, publicity, or other personal or proprietary rights. To report content that you feel may infringe upon or violate your rights, please check these details.
11. Sensational Content
Ads must not contain shocking, sensational, disrespectful or excessively violent content.
12. Personal Attributes
Ads must not contain content that asserts or implies personal attributes. This includes direct or indirect assertions or implications about a person’s race, ethnic origin, religion, beliefs, age, sexual orientation or practices, gender identity, disability, medical condition (including physical or mental health), financial status, membership in a trade union, criminal record, or name.
13. Misleading or False Content
Ads, landing pages, and business practices must not contain deceptive, false, or misleading content, including deceptive claims, offers, or methods.
14. Controversial Content
Ads must not contain content that exploits controversial political or social issues for commercial purposes.
15. Non-Functional Landing Page
Ads must not direct people to non-functional landing pages. This includes landing page content that interferes with a person’s ability to navigate away from the page.
16. Surveillance Equipment
Ads may not promote the sale of spy cams, mobile phone trackers or other hidden surveillance equipment.
17. Grammar & Profanity
Ads must not contain profanity or bad grammar and punctuation. Symbols, numbers, and letters must be used properly.
18. Nonexistent Functionality
Ads must not contain images that portray nonexistent functionality.
19. Personal Health
Ads must not contain "before-and-after" images or images that contain unexpected or unlikely results. Ad content must not imply or attempt to generate negative self-perception in order to promote diet, weight loss, or other health-related products. Ads for health, fitness or weight loss products must be targeted to people 18 years or older.
20. Payday or Cash Advance Loans
Ads must not promote payday loans, paycheck advances or any other short-term loan intended to cover someone's expenses until their next payday.
21. Multilevel Marketing
Ads promoting income opportunities must fully describe the associated product or business model, and must not promote business models offering quick compensation for little investment, including multilevel marketing opportunities.
22. Penny Auctions
Ads may not promote penny auctions, bidding fee auctions or other similar business models.
23. Counterfeit Documents
Ads may not promote fake documents, such as counterfeit degrees, passports or immigration papers.
24. Low Quality or Disruptive Content
Ads must not contain content leading to external landing pages that provide an unexpected or disruptive experience. This includes misleading ad positionings, such as overly sensationalized headlines, and leading people to landing pages that contain minimal original content and a majority of unrelated or low-quality ad content.
25. Spyware or Malware
Ads must not contain spyware, malware, or any software that results in an unexpected or deceptive experience. This includes links to sites containing these products.
26. Automatic Animation
Ads must not contain audio or flash animation that plays automatically without a person's interaction or expands within Facebook after someone clicks on the ad.
27. Unauthorized Streaming Devices
Ads must not promote products or items that facilitate or encourage unauthorized access to digital media.
28. Circumventing Systems
Ads must not use tactics intended to circumvent our ad review process or other enforcement systems. This includes techniques that attempt to disguise the ad's content or destination page.
Ads that promote or reference alcohol must comply with all applicable local laws, required or established industry codes, guidelines, licenses and approvals, and include age and country targeting criteria consistent with Facebook's targeting guidelines and applicable local laws. Note that ads promoting or referencing alcohol are prohibited in some countries, including but not limited to: Afghanistan, Brunei, Bangladesh, Egypt, Gambia, Kuwait, Libya, Norway, Pakistan, Russia, Saudi Arabia, Turkey, United Arab Emirates and Yemen.
Ads for online dating services are only allowed with prior written permission. These must adhere to the dating targeting requirements and our dating quality guidelines found here. In order to be a registered dating partner, please fill out this form to begin your application process.
3. Real Money Gambling
Ads that promote or facilitate online real money gambling, real money games of skill or real money lotteries, including online real money casino, sports books, bingo, or poker, are only allowed with prior written permission. Authorized gambling, games of skill or lottery ads must target people 18 years or older who are in jurisdictions for which permission has been granted.
4. State Lotteries
Lotteries run by government entities may advertise on Facebook, provided the ads are targeted in accordance with applicable law in the jurisdiction in which the ads will be served and only target people in the jurisdiction in which the lottery is available.
5. Online Pharmacies
Ads must not promote the sale of prescription pharmaceuticals. Ads for online and offline pharmacies are only permitted with prior written permission.
Ads that promote acceptable dietary and herbal supplements may only target people who are at least 18 years of age.
7. Subscription Services
Ads for subscription services, or that promote products or services that include negative options, automatic renewal, free-to-pay conversion billing products, or mobile marketing are subject to our subscription services requirements.
8. Financial Services
Ads promoting credit card applications or financial services with accredited institutions must clearly provide sufficient disclosure regarding associated fees, including APR percentages transaction fees, within the ad's landing page. Ads promoting loans or insurance services must not directly request the input of a person’s financial information, including credit card information.
9. Branded Content
Ads promoting branded content must tag the featured third-party product, brand or business partner using the branded content tool. Branded content within ads is defined as a creator or publisher's content that features or is influenced by a business partner for an exchange of value. When promoting branded content integrations, advertisers must use the branded content tool (please learn more here on how to tag the featured third-party product, brand or business partner.)
10. Student Loan Services
Ads promoting student loan services must be targeted to people 18 years or older. Ads must not promote misleading or deceptive services related to student loan consolidation, forgiveness, or refinancing.
11. Political Advertising
Advertisers can run political, election-related and issue ads, provided the advertiser complies with all applicable laws and the authorization process required by Facebook.
Any advertiser running election-related or issue ads who is located in or targeting people in designated countries must complete the authorization process required by Facebook. This applies to any ad that:
- Is made by, on behalf of or about a current or former candidate for public office, a political party, a political action committee or advocates for the outcome of an election to public office; or
- Relates to any election, referendum or ballot initiative, including "get out the vote" or election information campaigns; or
- Relates to any national legislative issue of public importance in any place where the ad is being run; or
- Is regulated as political advertising.
Advertisers running these ads, regardless of location or targeting, must comply with all applicable laws, including but not limited to requirements involving:
- Disclaimer, disclosure and ad labeling;
- Blackout periods;
- Foreign interference; or
- Spending limits and reporting requirements
Video ads and other dynamic ad types must comply all of the rules listed in these Advertising Policies, including the Community Standards, as well as the policies below:
1. Disruptive Content Videos and other similar ad types must not use overly disruptive tactics, such as flashing screens.
2. Entertainment Related Restrictions Ads for movie trailers, TV shows, video game trailers, and other similar content intended for mature audiences are only allowed with prior written permission from Facebook and must target people who are 18 years or older. Excessive depictions of the following content within these ads are not allowed:
1. Drugs and alcohol use
2. Adult content
4. Violence and gore
1. You must not use targeting options to discriminate against, harass, provoke, or disparage users or to engage in predatory advertising practices.
2. If you target your ads to custom audiences, you must comply with the applicable terms when creating an audience.
All ad components, including any text, images or other media, must be relevant and appropriate to the product or service being offered and the audience viewing the ad.
Ads must clearly represent the company, product, service, or brand that is being advertised.
3. Related Landing Pages
The products and services promoted in an ad's text must match those promoted on the landing page, and the destination site must not offer or link to any prohibited product or service.
Text in Ad Images
Excessive text in ad images may result in your ad reaching fewer people or not running at all. Try to use little or no image text when possible. Visit the Advertiser Help Center to learn more about these guidelines and exceptions to the guidelines.
Advertisers must not create Lead Ads questions to request the following types of information without our prior written permission.
1. Account Numbers
Ads must not request account numbers, including frequent flyer numbers, loyalty card numbers, or cable or telephone account numbers without our prior permission.
2. Criminal History
Ads must not request information regarding criminal or arrest history without our prior permission.
3. Financial Information
Ads must not request financial information, including bank account numbers, bank routing numbers, credit or debit card numbers, credit scores, income, net worth or how much debt someone has without our prior permission.
4. Government Issued Identifiers
Ads must not request government-issued identifiers, including Social Security numbers, passport numbers or driver's license numbers without our prior permission.
5. Health Information
Ads must not request health information, including physical health, mental health, medical treatments, medical conditions or disabilities without our prior permission.
6. Insurance Information
Ads must not request insurance information, including current insurance policy numbers, without our prior permission.
7. Political Affiliation
Ads must not request information regarding political affiliation without our prior permission.
8. Race or Ethnicity
Ads must not request information regarding race or ethnicity without our prior permission.
Ads must not request information regarding religion or philosophical beliefs without our prior permission.
10. Sexual Orientation
Ads must not request information regarding sexual orientation or information about the sexual life of the individual, including what gender(s) the person prefers to date, without our prior permission.
11. Template Questions
Ads must not request the same or substantially similar information that you could use a Template Question to request.
12. Trade Union Membership
Ads must not request information regarding trade Union membership status without our prior permission.
13. Usernames or Passwords
Ads must not request usernames or passwords, including usernames and passwords for existing and new accounts, without our prior permission. If you want to direct people to sign up for an account with your site or service, you should use the Clicks to Website or Website Conversions objective when you run your ads.