Facebook Ads Policies: What You Can and Cannot Advertise in 2026

What Are Facebook's Advertising Policies?

Facebook's advertising policies are the rules that every ad on Meta's platforms (Facebook, Instagram, Messenger, Audience Network) must follow before it can be shown to users. They cover three things: what you can sell, how you can talk about it, and who you can target. Meta reviews every ad against these policies, usually within 24 hours, and rejects anything that breaks them.

The policies sit in three tiers. Prohibited content is banned outright and will get your ad rejected and your account flagged. Restricted content is allowed but only with written permission from Meta or specific compliance steps. Standard content is permitted provided you follow the general advertising standards around honesty, targeting, and creative quality.

What Can You Advertise on Facebook?

Most legal products and services are permitted. This includes e-commerce goods, software, SaaS, coaching and courses, hospitality, professional services, B2B tools, consumer apps, and physical retail. If you sell something that is legal in the country you're targeting and doesn't touch one of the restricted categories below, you can advertise it on Facebook with no special paperwork.

Categories that are always allowed

Physical products (clothing, electronics, homeware, beauty non-drug)
Digital products (ebooks, templates, courses, software)
Services (plumbing, accounting, legal, marketing agencies)
SaaS and mobile apps (non-gambling, non-dating-adult)
Food delivery and restaurants
Travel and hospitality
Fitness and general wellness (non-medical claims)

What Cannot Be Advertised on Facebook?

Meta's prohibited content list includes anything illegal in the target country plus a long list of categories Meta refuses regardless of legality. These are non-negotiable — no appeals, no exceptions, no certifications will unlock them.

Completely prohibited

Illegal products or services (drugs, weapons, counterfeit goods)
Tobacco, e-cigarettes, vaping products and related accessories
Recreational drugs, drug paraphernalia and drug-related content
Unsafe supplements (anabolic steroids, ephedra, human growth hormone)
Weapons, ammunition, and explosives
Adult content, nudity, and sexually suggestive imagery
Spyware, malware, and hacking services
Multi-level marketing schemes and pyramid schemes
Deceptive products (fake documents, cheating services)
Payday loans, bail bonds, and high-interest short-term lending
Cryptocurrency schemes promising guaranteed returns
Misinformation, deepfakes, and manipulated media
Content that promotes discrimination or hate

What Are Facebook's Restricted Categories?

Restricted categories are legal but require extra compliance before Meta will let you run ads. These include alcohol, gambling, financial services, dating, pharmaceuticals, political advertising, cryptocurrency, and weight-loss products.

Alcohol

Allowed in countries where it's legal, but you must age-gate your targeting (typically 18+ or 21+) and follow Meta's list of country-specific rules. You cannot show alcohol being consumed irresponsibly, cannot imply health benefits, and cannot target minors.

Gambling and gaming

Requires written permission from Meta before you can advertise. Real-money gambling ads must be approved per-country and you need a licence in every jurisdiction you target.

Financial services

Loans, credit cards, investments, and insurance are allowed but need clear disclosures. APR must be shown for loans, risk warnings for investments, and you cannot use misleading language about returns. Payday lending is banned outright.

Political and social issues

You must complete identity verification, add a "paid for by" disclaimer, and your ad goes into Meta's public ad library for seven years. This applies to any ad about elections, politics, or "social issues of public importance."

Pharmaceuticals

Only prescription drug manufacturers and pharmacies with Meta certification can advertise prescription drugs, and only in specific markets (primarily US, NZ). Over-the-counter products have lighter rules but still can't make unsubstantiated health claims.

What Are the Most Common Policy Violations?

Based on Meta's transparency reports and agency data, the most frequent ad rejections happen for these reasons:

Personal attributes — implying you know something about the viewer ("Are you struggling with debt?" or "As a mum, you'll love this")
Before-and-after imagery — especially for weight loss, cosmetic procedures, and fitness
Misleading claims — unrealistic results, fake scarcity, fabricated reviews
Prohibited language — words like "guaranteed," "free money," "lose 20kg fast"
Landing page mismatch — the page you link to doesn't match the ad, has broken links, or triggers a separate policy
Circumventing systems — trying to bypass the ad review (cloaking, redirects, keyword tricks)

How Does Meta Enforce Its Policies?

Meta uses a mix of automated systems and human reviewers. Most ads are screened by AI classifiers within minutes; a smaller percentage gets sent to human review, especially in restricted categories. Repeat offenders face escalating penalties.

Enforcement ladder

Ad rejection — single ad disapproved, you can edit and resubmit
Warning — account flagged, further violations will escalate
Ad account restriction — partial or full ad account suspension
Business Manager disable — the entire BM, including all child ad accounts
Personal profile ban — you can no longer run ads from any account linked to your ID

The key thing to understand is that Meta's enforcement is account-level, not ad-level. Three bad ads on the same account can get the whole account disabled, even if the fourth ad was fully compliant.

How to Stay Compliant

The best defence is to assume Meta's AI is reading every word of your ad and landing page. Write like you're talking to a cautious reviewer who has seen every scam in the book. Avoid second-person claims about the viewer, remove fake urgency, and make sure your landing page matches your ad exactly.

For restricted categories, read the policy for your specific vertical before you write a single line of copy. Most bans start with a policy the advertiser didn't know existed — reading first saves you weeks of appeals later.

FAQ

Can I advertise CBD on Facebook? Topical, hemp-derived CBD is permitted in some US states and requires written permission. Ingestible CBD is banned.

Can I run ads for my coaching business? Yes, as long as you don't make unrealistic income claims or personal attribute statements about the viewer.

Does Facebook allow cryptocurrency ads? Only from pre-approved advertisers. You must apply and be whitelisted before running any crypto ad.

What happens if my ad gets rejected? You can edit and resubmit, or appeal the rejection through Ads Manager. Repeated rejections trigger account-level action.

Can I advertise firearms? No. Weapons, ammunition, and accessories are prohibited globally on Meta.