Meta Ad Policies: Full List of Ad Requirements

Meta ad policies are the rules every ad must pass before it runs on Facebook, Instagram, Messenger or Audience Network, and they cover three layers: what you may advertise, how the creative and landing page must read, and how the campaign itself is set up. Review checks the ad and the page it points to.

In short:

• Meta reviews most ads within 24 hours, and edits send an ad back into review.
• Six campaign objectives exist; Conversions and Messages are no longer separate choices.
• The 20% text rule on images is gone, but clarity and accuracy are still reviewed.
• Minimum budget is not a single dollar figure; your country, currency, objective and payment method set it.
• The learning phase ends after about 50 results in a week following your last significant edit.

What do Meta ad policies actually cover?

Meta advertising policies split into content rules, creative rules and account-level rules, and a single ad can fail on any of them. The content layer lists prohibited products and restricted categories that need permission. The creative layer governs claims, images, landing pages and the accuracy of what the ad promises. The account layer covers billing, ownership and how campaigns are structured.

Most rejections I see come from the second layer. The product is legal, the account is clean, but the ad text promises something the landing page does not deliver, or the image carries a claim nobody can verify. Meta reviews the destination alongside the creative, so a mismatch between the two is a common reason an ad never leaves review.

Meta advertising policies apply the same way whether you run one page or twenty. There is no separate fb ads policy for small spenders, and no whitelist that exempts a well-known brand from the accuracy rules.

Which campaign objectives does Meta offer?

Meta lists six objectives: awareness, traffic, engagement, leads, app promotion, and sales. The old Conversions and Messages objectives no longer exist as separate choices. Pick the objective that matches the action you want people to take, because it shapes your bidding options, your optimization event and the placements you can use.

This matters more than it looks. A sales objective optimizes toward purchases and needs purchase signal to learn from. A leads objective optimizes toward form or messenger leads. If you choose sales but your site cannot report purchases reliably, the system has nothing to optimize against and delivery stays weak.

The practical rule: name the action first, then pick the objective that matches it. Do not pick the objective with the most familiar name.

How does Meta's ad review work?

Meta says most ads are reviewed within 24 hours, though some take longer. Review covers both the ad creative and the landing page it points to. If you edit an ad after it goes live, it goes back into review.

Three habits keep review from costing you days:

1. Write the ad and the landing page together, so the headline, the offer and the price match word for word.
2. Check that the destination loads on a phone and does not hide the offer behind a popup.
3. Change one thing at a time. An edit to the creative, the audience or the budget each triggers a fresh look, and a batch of edits makes it hard to tell what caused a rejection.

Rejections usually come with a reason in the account, and the reason is worth reading before you resubmit. Resubmitting the same ad without changing anything tends to produce the same outcome.

What are the rules for ad creative and landing pages?

Creative rules in the Meta ad policy center on accuracy, legibility and honest representation of the offer. The old rule that limited text to 20% of an image is gone, so you can put more copy on a creative. Meta still reviews ads for clarity and accuracy, and heavy text can make an image harder to read on small screens.

A few practical points that come up again and again:

• Claims must match what the destination page says. If the ad promises a discount, the page shows it.
• Before-and-after imagery and personal-attribute framing get flagged more often than plain product shots.
• Landing pages that collect data need to explain what happens to it, and the ad should not promise something the page contradicts.
• Prices and terms in the ad should be current. An outdated price is an accuracy problem, not a formatting one.

The 20% figure used to be a hard threshold on image text. It is now a readability question. Keep the message legible and the claim honest, and the review is less likely to flag it.

Which products and categories are restricted?

Restricted categories are the part of Meta advertising policy that most often stops a campaign before it starts, because they require written permission and, in several cases, a license. Cryptocurrency is the clearest example. Under Meta's rules, exchanges, trading platforms, lending services, wallets that allow buying and exchanging, and mining software need written permission from Meta and a recognized license. Without that permission, education, news, events, storage-only wallets and mining hardware can be advertised.

Other categories follow the same pattern: health and medical claims, financial services, gambling, alcohol and political advertising each carry their own conditions, and the conditions change by country. The rule of thumb is to check the specific standard for your category and your market before you build the campaign, not after a rejection.

If your category is regulated, the compliance layer is where the work sits, and it is worth having a plain-language review of the ad text against the platform's rules before anything goes live. That is what the compliance check in Ads Beast is built to support: it flags ad copy against platform rules before you submit. You can see how it works on the compliance check page.

Adjacent categories have their own dedicated rule sets, and they are worth reading in full if you advertise in them:

• Crypto advertising rules by platform covers which networks allow crypto ads and what each one requires.
• Clinic ad rules for medical marketing covers the health claims that get pulled most often.
• Lawyer advertising and cost per lead covers the professional-services angle, where claims about outcomes are the usual problem.
• Real estate advertising across price points covers property ads, where availability and pricing accuracy matter.

What is the minimum budget for a Meta campaign?

Meta's help center does not publish a single dollar figure. The minimum depends on your country, currency, campaign objective, and payment method, and Ads Manager warns you when a budget falls below it. Check the warning in your own account rather than relying on a number from someone else's market.

The reason is structural. A daily budget that is normal in one currency can be below the floor in another, and objectives with more expensive optimization events need more room to gather results. If you are planning across several countries, set budgets per market and let the account tell you where the floor sits.

Budget also interacts with the learning phase. A budget so small that the campaign cannot reach roughly 50 results in a week will keep the system in learning, and delivery will stay uneven. The number that matters is not the minimum Meta accepts but the minimum your objective needs to learn.

How does the learning phase affect compliance and results?

The learning phase ends after about 50 results in a week following your last significant edit. Editing the budget, audience, or creative can restart it. If your campaign keeps resetting, leave the settings alone long enough for the system to gather data.

This is where policy and performance meet. An advertiser who keeps tweaking creative to chase a rejection, then tweaks the audience, then changes the budget, never lets the campaign exit learning. The pattern looks like a policy problem and is really a discipline problem.

The table is the short version. The long version is that Meta ad policies and Meta's delivery system reward the same behavior: a clear offer, an honest page, and settings you do not touch every day.

How do you keep a multi-account setup compliant?

Compliance across several accounts comes down to a repeatable check before launch, not a cleanup after a rejection. The accounts that stay healthy share a few habits: one owner per policy question, a written record of what was approved and when, and a pre-launch check that covers creative, landing page and category restrictions together.

If you work with outside help, the same standard applies to them. Choosing a Facebook ads agent comes down to whether they can explain a rejection in plain terms and show you the rule behind it, rather than resubmitting until something sticks.

Tools help here only if they check the right layer. A pre-launch text check against platform rules catches the accuracy problems. It does not replace reading the restricted-category standard for your market.

Next step

Take one live campaign and run it through a policy pass: creative, landing page, category, budget floor and learning status, in that order. Fix what fails, then leave the settings alone for a week so the campaign can settle. If you want the ad-copy check done before submission rather than after a rejection, start with the compliance check in Ads Beast.