Facebook Ad Compliance Cheatsheet
To make sure your ads and landing pages are compliant at all times, it’s highly recommended to use this cheat sheet as a standard operating procedure.
Every time you create a new ad, verify with this checklist. The same applies every time you create a new landing page.
A. Facebook Ad Creative Checklist
NO direct claims
Avoid explicitly saying the reader will get a certain benefit.
❌ “Let me show you how to generate XXXX leads for just €10”
✔️ “My [unique process] makes generating XXX leads for €10 possible” (The benefit is still there, but the 2nd way focuses on the product/service).
NO outrageous claims (even if you believe it’s true)
Avoid extreme claims that may sound hard to believe (even if some of your customers give you testimonials saying they’ve done it).
❌ “You’ll lose 20 kilos in the blink of an eye…”
❌ “Build a 7-figure business online — even your grandmother can do it”
NO time-frames of any kind
Alternatively, use expressions, analogies or metaphors to be safe (e.g. “… faster than the speed of light”).
❌ “I got X results in Y months”
❌ “Lose fat in X minutes”
Avoid making clear the reader is being targeted
Facebook doesn’t want their audience to feel they’re being targeted.
❌ “Are you buying a new home?”
❌ “Are you still shopping for a water filter?”
Avoid geo-targeting based language
Facebook doesn’t want their audience to feel they’re being targeted.
❌ “Are you a gym owner in London?”
❌ “Looking for a personal trainer in Amsterdam?”
Avoid you/yours as much as possible
Again, Facebook doesn’t want their audience to feel they’re being targeted. That even includes heavy use of the second-person language.
❌ “If your answer is yes to these questions, there is still a chance!”
✔️ “If the answer to these questions is yes, there is still a chance”
💡 Look for creative ways to write the same sentence without using “you/your” in it.
💡 Alternatively, use first-person or third-person language. (e.g. A story that happened to you or a third-party story of one of your existing customers…)
💡 Check this official guide if in doubt:
https://www.facebook.com/policies/ads/prohibited_content/personal_attributes
NO problem-focused copy
Avoid using the PAS (Problem – Agitate – Solution) formula in your Facebook ads as much as possible.
❌ “Are you struggling with XYZ?”
❌ “Frustrated with ABC?”
Avoid over-sensational words
❌ “Secrets”, “tips”, etc.
💡 Say “no cost” instead of “free”
💡 When in doubt, check this official guide:
https://www.facebook.com/policies/ads/prohibited_content/misleading_claims
Avoid “how to” ad copy
❌ “How to eliminate anxiety fast”
✔️ “XYZ helps with anxiety”
💡 Soften your claims by avoiding certain language.
Avoid over-capitalization
Do not capitalize more than 1-2 words in each ad.
💡 Avoid capitalizing spammy words, like “FREE” or “CLICK HERE”.
Avoid excessive use of emojis
Keep the total number of emojis limited, don’t spray your ads with dozens of emojis
Avoid replacing words with emojis
This usually triggers the algorithmic disapproval, especially on spammy words
❌ “Make 💰 online”
Avoid excessive values
❌ “This bonus is easily worth $5000, but now it’s yours for free”
When making reference to Facebook, use “Facebook™”
💡 The same applies to all brands, especially Facebook’s own brands like Instagram, WhatsApp, etc. (e.g. Use “Instagram™” instead of “IG”)
No cursing, even if you soften it with an asterisk, etc.
❌ “freaking”, “damn”, etc.
❌ Sh*t, f*** etc.
Avoid low-resolution or blurry images and photos
Don’t show the Facebook interface on any screenshot or video.
Avoid non-existent functionality in your ads and creatives
Ad copy and creatives (images & videos) shouldn’t contain images that portray non-existent functionality.
❌ Play buttons, notifications, checkboxes, multiple-choice options.
Make sure every element is compliant
Each element (e.g. headline, description) will be checked independently. Make sure they’re all compliant.
B. Landing Page Checklist
⚠️ All the rules that we’ve covered above about making your ad creative compliant (in part A of this document) also apply to your landing pages.
(e.g. Avoid claims with a strict time frame, avoid heavy use of you-based language, etc.)
Mentioning any Facebook brands? (e.g. Facebook, Instagram, Whatsapp) If it does, here are some easy tips to keep it compliant:
💡 Add trademark symbol: ™
💡 Don’t shorten the brand name (e.g.don’t say “FB” or “IG”)
💡 Prefer this format as much as possible: Facebook™
💡 Avoid using the brand logo — especially if it doesn’t fit their brand guidelines (e.g. the icon packs you might find online with social media buttons, etc.)
Does it have a privacy policy?
Recommended resources:
https://www.iubenda.com/en/
https://digital.com/privacy-policy-generators/
Does it have a disclaimer?
Is your website fast?
Ideally, it loads within 2 seconds.
💡 Check using : http://tools.pingdom.com/
Is your landing page congruent with your ads?
💡 Does it use the same words?
💡 Does it use the same color & brand?
💡 Does it “feel” like it’s a logical next step?
Are there any broken links or 404s?
Broken links result in an immediate flag to your account.
💡 Have reliable hosting
💡 Don’t make typos when adding URLs (double-check them)
Does the website have any popups?
Don’t have any popups when landing on or exiting from the page.
💡 It’s OK to use popups when triggered by a button click.
Are there any grammatical errors?
Always double-check your pages for grammatical errors, typos, etc.
Does it mention a way to contact you/customer service?
Always have at least one form of contact information for support purposes.
Do videos have controls?
When adding videos on your landing pages, make sure people can pause, skip, change volume etc.
💡 You want them to have a great experience. Anything that hinders user experience is a bad idea.
Does it clearly explain the refund policy?
For example, for physical products (like Ecommerce):
● Does it mention the timeframe for returns clearly?
● Does it communicate who should pay for return shipping costs?
● Does it communicate the delivery time?
● Does it provide a place for customers to look up their order and tracking status?
