Few things are more frustrating than spending time creating a Facebook ad—only to see it rejected. Facebook ad disapprovals are common, especially for new advertisers, but they’re rarely random. In almost every case, an ad is rejected because it violates one or more of Meta’s advertising policies, often unintentionally.

Understanding why Facebook ads are not approved, how the review system works, and how to fix or prevent disapprovals is essential for running successful, scalable campaigns.

This guide explains Facebook’s ad approval process, the most common reasons ads get rejected, and practical steps to get your ads approved consistently.

How Facebook’s Ad Review Process Works

Every Facebook ad goes through an automated review process before it can run.

Automated + Human Review System

Facebook uses:

• Automated systems (AI)

• Human reviewers (in some cases)

Ads are reviewed based on:

• Ad copy

• Images or videos

• Landing page content

• Targeting

• Account history

Most ads are reviewed within minutes to a few hours, but some can take longer.

What Facebook Looks At During Review

Facebook evaluates:

• Policy compliance

• User safety

• Truthfulness

• Ad experience quality

• Landing page consistency

Approval is holistic—not just about the ad itself.

Facebook Advertising Policies: The Big Picture

Facebook’s ad policies are designed to:

• Protect users

• Prevent misleading claims

• Avoid discrimination

• Ensure a safe experience

Violations don’t always mean malicious intent—many advertisers simply misunderstand the rules.

The Most Common Reasons Facebook Ads Are Not Approved

1. Personal Attributes Policy Violations

This is the #1 reason ads get rejected.

Facebook does NOT allow ads to directly reference personal attributes.

What Counts as Personal Attributes?

You cannot reference:

• Age

• Gender

• Race or ethnicity

• Religion

• Health conditions

• Financial status

• Sexual orientation

• Relationship status

Examples of Disallowed Copy

❌ “Are you struggling with depression?”
❌ “Single moms need this…”
❌ “Over 50 and tired of joint pain?”
❌ “Poor credit? We can help.”

How to Fix It

Use indirect language:

✅ “Struggling with motivation?”
✅ “Designed for busy parents”
✅ “Support for better joint health”
✅ “Options for improving your credit profile”

Never imply “we know who you are.”

2. Health and Medical Claims

Health-related ads are heavily restricted.

Common Health Violations

• Claiming to cure diseases

• Before-and-after body images

• Exaggerated results

• Diagnosing conditions

• Weight loss promises

Disallowed Examples

❌ “Lose 20 pounds in 7 days”
❌ “This cures anxiety”
❌ “Guaranteed weight loss”

Allowed With Caution

Some health ads are allowed if:

• Claims are general

• Language is educational

• No guarantees are made

Always soften claims and avoid absolutes.

3. Misleading or Exaggerated Claims

Facebook prohibits:

• Unrealistic promises

• Guaranteed outcomes

• “Too good to be true” results

Examples of Misleading Claims

❌ “Make $10,000 this week”
❌ “Guaranteed success”
❌ “Instant results”

How to Fix It

• Use realistic language

• Avoid numbers unless provable

• Focus on process, not outcome

Facebook favors honesty over hype.

4. Prohibited or Restricted Content

Some industries face stricter rules.

Completely Prohibited Content

• Illegal drugs

• Weapons

• Explosives

• Tobacco

• Surveillance tools

• Adult services

These ads will never be approved.

Restricted Categories (Allowed With Limits)

• Alcohol

• Gambling

• Dating

• Financial services

• Political content

• Cryptocurrency

These require compliance, disclosures, or special permissions.

5. Low-Quality or Sensational Content

Facebook discourages:

• Shock tactics

• Clickbait

• Excessive emojis

• ALL CAPS

• Poor grammar

Examples

❌ “THIS WILL CHANGE YOUR LIFE 😱😱😱”
❌ “You won’t believe what happens next”

Ads should feel trustworthy and professional.

6. Before-and-After Images

Before-and-after images are mostly prohibited, especially for:

• Weight loss

• Fitness

• Cosmetic procedures

• Skin treatments

Even subtle transformations can trigger rejection.

What to Use Instead

• Lifestyle images

• Product shots

• Illustrations

• Testimonials (without images)

Visuals should inspire—not shame.

7. Landing Page Violations

Facebook reviews your landing page, not just the ad.

Common Landing Page Issues

• Mismatch between ad and page

• Broken links

• Excessive pop-ups

• Forced redirects

• Deceptive content

• No privacy policy

Your landing page must align with your ad.

Best Practices

• Message consistency

• Clear value proposition

• Easy navigation

• Transparent information

• Functional mobile experience

8. Grammar, Capitalization, and Formatting Issues

Ads can be rejected for:

• Excessive punctuation

• Random capitalization

• Symbols replacing words

• Poor grammar

Example

❌ “BUY NOW!!! THIS IS THE BEST $$$”
✅ “Discover a better way to manage your workflow”

Professionalism matters.

9. Copyright and Trademark Violations

You cannot:

• Use copyrighted content without permission

• Imply partnerships that don’t exist

• Use brand names deceptively

Common Mistakes

• Using logos without rights

• Mentioning competitors incorrectly

• Implying Meta endorsement

Be precise and honest.

10. Circumventing Systems Policy

Facebook is strict about attempts to bypass review.

Violations Include

• Cloaking

• Redirecting users differently

• Repeatedly resubmitting the same rejected ad

• Creating new accounts to avoid penalties

These actions can result in account bans.

What Happens After an Ad Is Rejected?

When an ad is rejected:

• You receive a notification

• A policy reason is provided

• The ad stops running

Rejections affect learning but don’t immediately harm accounts.

How to Fix a Disapproved Facebook Ad

Step 1: Read the Policy Reason Carefully

Facebook usually indicates:

• Which policy was violated

• Which element caused the issue

Don’t guess—analyze.

Step 2: Edit the Ad (Don’t Duplicate)

Fix:

• Copy language

• Image or video

• Headline

• Call to action

Avoid resubmitting identical ads.

Step 3: Review the Landing Page

Ensure:

• Claims match ad copy

• No prohibited content

• Transparency is clear

Landing page issues are common.

Step 4: Resubmit for Review

Once edited:

• Submit the ad again

• Monitor approval status

Approval may take minutes or hours.

When to Request a Manual Review

If you believe the rejection is incorrect:

• Request a review

• Provide context

• Be polite and factual

Human reviewers can overturn decisions.

How to Prevent Future Disapprovals

Use Conservative Language

• Avoid absolutes

• Avoid guarantees

• Avoid personal assumptions

Neutral language wins.

Build Policy Awareness Into Creative Process

Train teams to:

• Know common policy triggers

• Review ads before submission

• Keep claims realistic

Prevention saves time.

Test Ads Gradually

Launch:

• Smaller batches

• Fewer variations

• Monitor approval patterns

Patterns reveal issues.

Account Health and Repeated Disapprovals

Occasional rejections are normal.

However:

• Frequent violations

• Policy circumvention

• Repeated disapprovals

Can lead to:

• Account restrictions

• Spending limits

• Permanent bans

Compliance protects long-term performance.

Special Considerations for Sensitive Industries

If you advertise in:

• Health

• Finance

• Education

• Housing

• Employment

Expect stricter scrutiny and follow category-specific rules.

Ads Approved Then Later Rejected: Why It Happens

Ads can be:

• Approved initially

• Re-reviewed later

• Taken down after feedback

Policy enforcement evolves over time.

Facebook Ad Approval Myths

❌ “Facebook hates my business”
❌ “Rejections are random”
❌ “Everyone else breaks the rules”

Reality: systems are strict, but predictable.

Final Thoughts

Facebook ad disapprovals are not a sign of failure—they’re part of the platform’s effort to protect users. Most rejections come down to language, claims, or landing page mismatches, not malicious intent.

Advertisers who understand Facebook’s policies, write responsibly, and align ads with landing pages can achieve consistent approval, stable accounts, and scalable performance.

Compliance isn’t just about getting ads approved—it’s about building a brand users trust.