Facebook ad disapproval errors not only waste money and effort but also directly affect the effectiveness of customer reach. This, in turn, negatively impacts business plans and brand building on Facebook. There are many reasons why Facebook does not approve ads. Therefore, it is necessary to identify the specific error and cause beforehand to find the correct solution.
1. Error: Text-to-Image ratio over 20%
According to Facebook, effective ads usually have images with little or no text. Previously, there was a 20% rule stating that Facebook ad images must contain less than 20% text. Although this rule and the Text Overlay Tool are no longer enforced, Facebook’s algorithm still favors images with less text.
Therefore, to avoid Facebook ad errors, it is still recommended to follow the 20% guideline. Many self-run Facebook ads have images with over 20% text, which leads to the following issues:
- Lower reach than usual.
- Ads do not spend budget because the image text is too high.
How to fix this Facebook ad error? Check all text on images used for Facebook ads. If the image contains too much text, Facebook will show a warning. Instead of ignoring it, edit the image to ensure the ad is always in the best display condition. You can also use Facebook’s Ad Overlay Checker Tool to check the text ratio in images.
2. Facebook ad error – images showing excessive skin or sensitive areas
This error often appears in industries such as aesthetics, dentistry, or lingerie shops. Due to the nature of these industries, they often use close-up images of surgeries or sensitive skin areas. Such images are either prohibited or restricted because they violate Facebook’s advertising policies related to “sexual content.”
Some methods to adjust images to comply with Facebook ad policies include:
- Replace the ad image with product photos.
- Use videos instead of images. Videos have the advantage of dynamic sound and multiple angles, ensuring realism and higher effectiveness.
- Direct customers to the website where they can learn more about the product in detail.
3. Facebook ad error – incorrect mention of Facebook
This is an error many people do not realize when their ads are not approved by Facebook. It occurs when Facebook is mentioned incorrectly. According to Facebook’s guidelines, when mentioning their brand, the full name and proper capitalization must be used. For example, “Facebook” with a capital “F” must be written fully and not abbreviated as FB, fb, Fbook, etc.
Additionally, Facebook will not approve ads that use images containing the Facebook logo. If the logo must be used, it has to be the current official version provided by Facebook. Violating these rules will result in ad disapproval.
4. Facebook ad error – account violates policies too many times
Ad accounts are only allowed a limited number of violations according to Facebook’s policies. If an ad account repeatedly violates rules, it is likely to be blacklisted and unable to run Facebook ads. If this happens, the only option is to contact Facebook directly for resolution. A quicker alternative is to create a new ad account, as Facebook’s review process can take a long time.
Common reasons why a Facebook ad account may be disapproved include:
- Multiple policy violations in the account’s ad history.
- Frequent breaches of Facebook’s advertising terms and failure to comply with ad policies.
- Unpaid Facebook ad debts.
- Suspected fraudulent activity during ad campaigns.
- Abnormal behavior from any admin member of the ad account.
- Inactive ad account with irregular activity.
- Targeting ads with incorrect age groups relative to the ad content.
- Suspicious advertising behavior, such as creating many ads rapidly from multiple locations, IP addresses, or devices.
5. Facebook ad error – ads not spending budget
Sometimes, ads are approved but do not show campaign statistics. This means the ad is not spending money. The main causes include:
- Facebook ad accounts lack sufficient trust or show unusual activity.
- Targeting the same audience with multiple ads in one ad set.
- Ad content or images violate user policies.
- Ad account is randomly under review.
- Audience size is too small, too large, or overlaps with advertisers who have higher bids.
- Payment top-up failed.
- Ad budget is too low while targeting a very broad audience.
To fix this Facebook ad spending error, you can try:
- Complying strictly with Facebook’s ad content policies, avoiding any prohibited or offensive content.
- Using reputable ad accounts, ideally real personal accounts of yourself, family, or friends.
- Setting bids higher than Facebook’s suggested bid.
- Checking that the customer audience is neither too small nor too large.
- Paying Facebook via international debit cards, credit cards, or PayPal.
6. Facebook ad error – prohibited words in ad content
This is a common Facebook ad error nowadays. Using prohibited words causes ads to be restricted or disapproved. Some examples of banned words vary by industry:
Health and Medicine
Avoid words that imply negativity or sensitive health conditions, such as suicide, despair, death, pain, accident, disappointment, doctor treatment, patient, cured, test, etc.
Words related to human body parts (stomach, kidney, heart, liver, joints) and diseases (arthritis, sinusitis, hypertension, cancer, obesity) are also banned.
Medicinal terms like weight gain pills, hypertension medicine, slimming pills, traditional medicine, as well as words related to stimulants or social vices like alcohol, gambling, tobacco, are prohibited.
Chemical or biological components like omega-3, acid, vitamins, fiber, herbal ingredients in medicine are restricted.
Gender, Nationality, Race
- Words related to countries such as Germany, USA, UK, France, etc.
- Racial terms that involve discrimination, such as Black people, ethnic groups, White people, etc., are restricted.
- Words related to gender such as female, male, brother, sister, miss, uncle, this gentleman, that lady, etc.
Employment, Rental, Surveillance
Ads about employment or rentals have sensitive words such as enrollment, student training, part-time jobs, house rental.
Words related to personal information security like hidden cameras, surveillance cameras, security cameras, spying are also restricted.
Finance
Some words must be avoided, especially those related to banking, online transactions, and lending, including : loan, financing, unsecured loan, credit loan, tax, interest rate, disbursement. Terms related to currency auctions such as antique coins, coins, cryptocurrency are also restricted.
Error: Misleading or Non-Existent Images
Images that are misleading or do not exist also cause ads to be disapproved by Facebook. For example, an image showing a button that cannot be clicked because it is just part of the design, not a functional button. Another example is advertising Samsung phones but using iPhone images, which is considered misleading.
From this it can be seen that to solve the problem of non-existent or misleading images is quite simple. One is to remove the misleading information on the image. The second way is to use the image correctly with the advertised product.
Use of Copyright-Infringing Terms
This is a common Facebook ad error, especially for stores selling counterfeit branded products. They mention or use images of the brand in ads but cannot provide proof of partnership or distribution rights. Facebook disapproves such ads due to copyright infringement.
Error: Ads Targeting Inappropriate Age Groups
Many ads contain content unsuitable for younger audiences, such as those under 16 or 18 years old. Ads targeting age groups that do not match the product’s appropriate age range will be disapproved.
Facebook Errors
Occasionally, ads are disapproved due to errors on Facebook’s side. Even if you fully comply with all policies and requirements, your ad might still not run. This is likely a mistake by Facebook, so you should file an appeal immediately. However, only appeal if you are certain your ad does not violate Facebook’s policies.
Error: Comparative Advertising
To boost ad effectiveness, advertisers sometimes use before-and-after images of products or services. However, Facebook flags such comparative ads as policy violations and may prohibit their display.
Especially banned are comparisons related to body, human rights, status, size, etc. Using words like “before,” “after,” or their equivalents in any language is also prohibited, as these violate Facebook’s advertising language policies.
Error: Mismatch Between Landing Page and Ad Content
When running Facebook ads, many direct users to a specific landing page. Facebook requires that the ad content matches the landing page content. If the landing page content is completely different from the ad, Facebook will reject the ad. The simplest solution is to ensure the landing page accurately reflects the advertised content.
These are some of the most common Facebook ad errors today. Understanding the errors and their causes makes it easier to find appropriate solutions. Thoroughly researching beforehand helps ensure your ads get approved, maximizing customer reach relative to your investment of time and money.