Why Facebook Ads Get Rejected and How to Fix Them

Ads that never get through Facebook's "gatekeeper" is a case many marketers run into when they first start running Facebook Ads service provider. So what is the reason? Let's MONA Media look at the reasons Facebook ads are not approved and the fastest ways to fix them in the article below.

Why are Facebook ads not approved?

Facebook is getting stricter with its ad policies to keep the platform's environment as civil as possible for users. That is why there are many causes for getting some Facebook ad not approved errors. 

So let MONA answer the question at the start of this article: "Why are Facebook ads not approved?". See whether you are running into any of the cases below.

Facebook image policy violations 

Facebook checks ad image quality very strictly. Images that do not fit the policy are also a reason Facebook ads are not approved. Let's look at the common image errors to help your ad campaign "pass the checkpoint" faster.

Text takes up more than 20% of the ad image

This is one of the common Facebook ad not approved errors that newcomers often make. To give users the best experience, Facebook requires that text not take up more than 20% of the ad image, so viewers are not bothered when they see it. So check your image carefully to make sure you do not make this simple mistake.

Revealing photos or close-ups of skin

To avoid breaking community standards, Facebook bans ads that use sensitive images such as overly revealing shots or ones that focus on unnecessary body parts. The "adult content" error is a reason Facebook ads are not approved. Fashion, aesthetics and spa are the topics that often run into this.

MONA has a tip: if you want to promote a slightly revealing outfit, photograph the item itself instead of adding a model wearing it. 

Images showing features that do not exist and cause confusion

Facebook wants to protect users from scam or misleading ads. So using images that illustrate features that do not exist is also an error that stops Facebook ads from running. 

For example, using an image with CTA buttons such as "Call now" or "Download" when there is no matching function will cause a Facebook ad not approved error. Make sure your images accurately show the real features of your product or service, which not only gets the ad approved but also adds to the trust and effectiveness of your campaign.

Using Facebook brand imagery

Using Facebook brand imagery such as the logo, symbols or icons in an ad can lead to Facebook ads not being approved. The reason is that you are infringing Facebook's copyright and trademark without permission. To avoid ads being rejected, remove all Facebook copyright-related imagery from your ad images.

Image content not suitable for the age group 

When running ads, if the images used are unsafe or unsuitable for people under 18, Facebook will reject your ad. You need to optimize, edit or replace the images with other creative ones that still suit your target audience, to avoid a Facebook ad not approved error

Content policy violations 

Alongside images, Facebook also has its own strict rules for ad content. Please make sure your ad content does not commit the errors below.

Content related to personal attributes

Facebook is extremely strict about issues related to personal attributes such as race, religion, gender, health condition, nationality, age or sexual orientation of users, and so on. 

This error often hits cosmetics, pharmaceutical and tobacco ads that use words such as "acne", "scars", "fat loss", "weight loss", "sexual weakness", and so on. Facebook sees this as a violation of users' privacy.

Before-and-after comparison content that sets expectations

Ad content that is a before-and-after comparison containing words such as "Before" and "After" is often a reason Facebook ads are not approved, especially in ads for weight loss, skincare or aesthetics products. Facebook bans images and content that clearly compare before and after using a product, because they can mislead or create unrealistic expectations.

Words of guarantee that Facebook bans

Absolute guarantee wording such as "100% guaranteed", "never fails" or "success guaranteed" is on the list of errors that stop Facebook ads from running. Facebook wants to protect users from misleading or scam ads, so absolute guarantees are usually banned.

Content with words banned or restricted on Facebook

Sensitive words related to finance, health or other sensitive topics must be used with care and follow Facebook's rules.

Below is a list of words banned in Facebook ads or restricted that you should watch out for if you do not want to run into a Facebook ad not approved error:

• Medical field: Suicide, liver, heart, bones and joints, death, doctor treatment, dietary supplements, clinic, pediatric, patient, despair, and so on.
• Finance field: Credit loans, unsecured loans, lending, currency, finance, interest rates, and so on.
• Chemistry field: Herbal ingredients, omega, vitamins, acid, fiber, and so on.
• Career field: Office, admissions, training, jobs, recruitment, and so on.
• Tracking and surveillance: Tracking cameras, security cameras, and so on.

Using the Facebook brand name incorrectly

Another common Facebook ad not approved error is using the Facebook brand name incorrectly. To protect its brand and image, Facebook only lets you mention it exactly, with a capital F at the start of "Facebook". All other forms such as facebook, FB, Fbook, fb, and so on will get the Facebook ad not approved.

Using other copyrighted brand names

Besides the Facebook brand, using other copyrighted brand names in ads also has to follow strict rules, otherwise you will hit a Facebook ad not approved error. If you do not have permission from the brand owner, your ad may be rejected, including the use of brand images or logos you do not own.

Landing page content does not match the ad

When users click an ad and are sent to a landing page that is unrelated or does not match the ad content, that is also one of the Facebook Ads not approved errors. Make sure your landing page is closely related and gives information that fits what the ad promised, so your Facebook ad does not get stuck unapproved.

Display URL does not match the domain

Facebook requires the display URL to be accurate and clear so users know where they will be taken. So when setting up an ad, make sure you fill in the right display URL.

Hashtag overuse

Hashtags are a useful tool for expanding reach, but overusing hashtags can backfire and cause a Facebook ad not approved error. Using too many hashtags, or hashtags unrelated to the ad content, makes the ad look unprofessional and less effective. Facebook may treat this as spam and refuse to approve your ad.

Caused by the Fanpage or ad account

Don't focus only on the ad content. Your ad can still go unapproved if the cases below apply to Fanpage or the ad account you are using.

Page restricted from advertising

Newly created pages that start running ads are easily restricted by Facebook right away, and that is of course also a reason your ad is not approved. To avoid this, take good care of your Fanpage and complete it for about 1 week, then schedule posts. Pay attention to the quality of your regular posts too, because it also affects slow Facebook ad review with your campaign.

Ad account previously reported or in violation of policy

If an ad account has a history of being reported or in violation, Facebook will watch it closely and may refuse to approve new ads. So when buying an ad account, check this carefully to avoid losing money for nothing.

Using an account that violated FB policy to run ads

Using an account that has violated policy to run ads is one of the banned behaviors on Facebook. Accounts used to create fake traffic or fool Facebook's analytics system are immediately banned or restricted once detected, causing the FB ad not approved error.

Visa card violations

Failed payments or other Visa card issues are also a main cause of Facebook ad not approved errors.

Payment problems and failures

If payment fails because of insufficient balance or wrong card details, Facebook cannot complete the transaction and the ad is paused, disrupting the campaign and causing a Facebook Ads not approved error.

Card type not accepted

Have some cards on the market are not accepted by Facebook and cause a Facebook ad not approved error. Currently Facebook only accepts 2 card types: credit and debit cards from Visa and Master. If you use the right card type but the ad is still not approved, check the card details again and contact your bank to resolve it. 

Payment held for security reasons

A Facebook ad not approved error can happen when you run into a held transaction, specifically:

• Suspicious payment account. 
• The card used for payment is suspected to be stolen.
• The system detects unusual activity or has previously unpaid Facebook ad bills.

To resolve it, verify your identity or give Facebook more information so it trusts you. If not, you can switch to another payment account, open a new card, or contact Facebook directly for a more effective fix.

Error on Facebook's side

Do not rule out the case where your ad fully follows the policies but still gets an FB ad not approved error. This may be because Facebook has made some mistake about your ad. So you can absolutely send an appeal to Facebook to ask for a review of the campaign. But make sure you have not broken any policy.

Ad is approved but spends no money

This situation is fairly common: your campaign has been approved by Facebook but the ad still does not spend, does not deliver and records no statistics at all. The causes may be:

• Targeting the same audience in one ad.
• Random review of the Facebook Ads account.
• Setting Facebook ad bids too low while the audience is too broad.
• The Facebook Ads ad harms the user experience.
• The Facebook Ads account has low credibility.

→ So what steps make an ad campaign effective? See the article on "A guide to running Facebook ads“

Fixing errors when your ads will not run

Facebook Ads is an advertising strategy that helps businesses reach their target customers easily, but running into Facebook ad not approved errors will cut your campaign results. You can avoid this with the following methods.

Study Facebook's ad policies carefully

Violating Facebook's ad policies is always a common reason Facebook ads are not approved. Facebook has strict policies on ad content, including images, text and advertised products. Before starting a campaign, you need to know and follow the rules and standards Facebook sets. Take time to read the terms carefully, especially the rules on banned and restricted content.

Read it now: Facebook advertising policies latest

Get the content and images right from the start

Content and images are the two key factors that decide whether your ad is approved. MONA suggests using Facebook's tool for checking text in images to make sure you follow the text ratio rule. 

Also, make sure the content is clear and engaging and does not contain words that could be misread or are sensitive. Checking content and image quality carefully will help you reduce the risk of a Facebook ad not approved error from the start.

Create a new ad when it will not run

If your ad is rejected and you cannot edit it to meet the requirements, create a new ad. Creating a new ad gives you a chance to start over and avoid the earlier errors. This usually works better than trying to fix the old ad many times without success. It also helps you learn from past mistakes and improve your ad quality, avoiding the Facebook Ads not approved error.

Appeal to Facebook's support team

Facebook provides appeal forms that let you request a review of the decision. When appealing, give full information and the reasons you believe your ad follows the policies. The process may take time, but if you are right, Facebook will approve your ad again.

≫Read more:

• What Facebook ads running poorly?
• How to fix a disabled Facebook ad account

How to appeal Facebook ad rejections?

Of course, if you are sure you have not broken any Facebook ad rule but the ad is still not approved, you can use the method below to appeal.

• Method 1: Appeal from Ads Manager 

When your original ad is not approved, Facebook sends you a notice with the reason and a button “Request review”. Click the button and wait for your ad to be reviewed again if you are sure your post does not violate any policy.

• Method 2: Appeal a rejected ad using a link

Go to the link https://www.facebook.com/business-support-home/ of Facebook, choose the rejected ad you think was unfairly declined. Click “Request review” and “Submit”.

Appealing also helps you understand Facebook's requirements better and avoid Facebook Ads rejections in the future. But it is risky if Facebook rejects you again, so make sure your ad is clean before you appeal, so you don't run into another case of a Facebook ad not being approved.

So MONA has explained why Facebook ads get rejected and how to fix it through the information above. Study Facebook's policies carefully, pay attention to content quality from the start, and don't hesitate to create a new ad if needed for an effective campaign. MONA hopes this article helps you get the most out of your Facebook ad campaigns.