Will Meta Reject Your Ad?

Meta's advertising checklist asks advertisers to make sure ads don't “reference or imply a user's personal characteristics, including but not limited to race, ethnicity, religion, beliefs and sexual orientation.”

Meta's personal health policy bars ads that claim to cure or heal conditions such as diabetes or cancer, and prohibits ads that “employ clickbait tactics in a health, weight loss or weight gain context, such as sensational language with exaggerated or extreme claims, or promises of specific outcomes within a set timeframe without disclaimers or qualifiers.”

Meta's basics checklist groups implied transformations under its Unacceptable Business Practices and unrealistic-outcomes policy. Its personal health rules add that general cosmetic before-and-after imagery is allowed for 18-plus audiences, but weight loss and disease-cure comparisons are not.

Meta's own checklist tells advertisers to ensure ads don't “promote misleading or deceptive practices or products in any capacity” or “make potentially misleading claims or set unrealistic expectations.”

Meta's checklist is direct on this one: ads must not “discriminate or promote discrimination,” whether in the copy or in who the ad is allowed to target.

Meta's checklist requires ads to avoid content that includes “sexual content, nudity or allusions to sexual activity” alongside profane language.

Cryptocurrency and other financial ads face extra scrutiny. Meta's crypto policy notes those requirements “help us identify advertisers who are legitimate and use safe cryptocurrency advertising practices,” on top of the general ban on misleading financial claims.

Meta says “for certain categories of ads, like ads about housing, employment, financial products and services or social issues, elections or politics, we have additional requirements designed to help protect people and provide greater transparency,” which is where disclaimer and special-category rules come in.

Meta’s checklist asks advertisers to avoid ads that "include improper grammar or punctuation," the same low-quality-formatting bucket that covers excessive capitalization and symbols.

Meta's checklist prohibits ads that “include low quality content (for example, using sensationalized or exaggerated language or witholding key information to entice someone to click on the ad).”

The copy references a personal attribute

Calling out age, health, financial status or other traits, even indirectly (“Struggling with your weight?”), triggers Meta's Personal Attributes policy.

A claim is exaggerated or unrealistic

Meta rejects ads that “make potentially misleading claims or set unrealistic expectations,” which covers guaranteed results, inflated numbers and vague superlatives.

The copy reads as clickbait

Sensationalized language or withholding key information “to entice someone to click on the ad” falls under Meta's low quality content policy.

The product is restricted or prohibited

Tobacco, unsafe supplements, prescription or recreational drugs, weapons, and unlicensed financial or crypto products all carry extra requirements or outright bans.

The destination or landing page does not match

The checker only reads the copy you paste. Meta's own review also checks the image, video, targeting and landing page, any of which can get a technically clean ad rejected.