Meta Ad violations: Why your Ads get rejected & how to fix them

Have you ever had a Meta ad rejected and felt like you were speaking a totally different language than their review system? You’re not alone. Meta’s ad policies can be confusing and impersonal, with automated systems flagging ads that might not need to be taken down.

But here’s the good news: most ad rejections can be fixed. It’s all about knowing how to go about getting them reviewed and considering how they can be avoided altogether. Understanding how and why these violations impact your campaigns and account can go a long way to help you optimise your existing ads, fix copy errors and targeting, and so much more.

This guide will take you through everything you need to know. By the end, you’ll be geared up to get every ad you create approved the first time:

• Meta Ad rejections - why it happens
• How violations impact ad performance & account health
• Common Meta PPC ad violations & how to fix them
• How to appeal a disapproved Meta ad
• Preventing future Meta ad rejections

Meta Ad rejections - why it happens

Meta’s automated and manual review process
Ads first go through an automated review using AI to check for policy violations. If flagged, your ads may be sent for a manual review by a human moderator. (This is what you want!)

Meta may reject ads immediately or place restrictions on your ad or campaign after approval if violations are later detected. In short, don’t make the same mistakes time after time. This prevents future rejections and restrictions after you’ve just got your latest ads re-approved.

The issue that a lot of marketers face with Meta is when technically compliant and issue-free ads are wrongly flagged due to system errors. This is where the difference between automation and human intervention becomes really important.

Common reasons for ad disapprovals and restrictions Ads of all types are disapproved and restricted for a variety of reasons. Here’s the lowdown on the most common issues that can cause your ad to be flagged:

• Policy violations: Ads containing misleading claims, prohibited content, or discriminatory targeting.

• Poor user experience:  Landing pages that don’t match your original ad, contain excessive pop-ups, or fail to function properly.

• Inconsistent creative: Using images, text, or formatting that Meta considers misleading or inappropriate.

• Repeated infractions: A history of violations can lead to account penalties, even for new compliant ads.

How violations impact ad performance and account health

They’re not just a frustration; ad violations cause significant negative impacts to your account overall. The first step to overcoming these is to understand the key impacts:

Reduced reach & ad delivery issues
Disapproved ads mean lost opportunities for engagement and conversions. If you get multiple, frequent rejections this can trigger stricter ad reviews, slowing down campaign management and optimisation. It’s also a real pain after putting in so much time into crafting a new campaign. But it is a headache that can be easily avoided.

Increased costs
Poor ad quality can lead to a higher cost-per-click (CPC). This is a more obvious frustration to marketers that if left unchecked can have a serious impact on your monthly targets.

As a general rule, Meta prioritises compliant ads, making violations less competitive in the bidding system.

Ad account restrictions or bans
Beyond the most basic single ad restrictions, repeated violations can result in wider-spreading changes to your account, including reduced ad spend limits. In some cases this can ultimately result in a full account suspension. 

Unsurprisingly, if you’re banned, regaining access can be difficult and time-consuming.

Common Meta PPC ad violations & how to fix them

So how can you prevent these violations? It’s best to dial into the specifics of each common ad violation, as each one has some unique fixes to implement. 

Misleading copy
This could be anything that is written in your ad that is untruthful.

Why it’s rejected:

• Exaggerated claims that are false or questionable, e.g. “Guaranteed results in 24 hours”.

• Clickbait tactics or sensational language, e.g. “The results from this customer survey will shock you.”

• Implying personal experience when none exists, e.g. “This night cream instantly cured my wrinkles.”

How to fix it:

• Use factual, evidence-backed statements. Stick with what you know about your product or service.

• Avoid words like “guaranteed,” “best,” or unverifiable claims.

• Ensure any testimonials featured in your ads comply with Meta’s authenticity standards.

 

Prohibited/restricted content
Meta has a few things that you cannot advertise in your campaigns, and it’s vital that you are careful with what you include as a result.

Why it’s rejected:

• Ads promoting banned items like tobacco, adult content, or certain financial products.

• Restricted industries (e.g., alcohol, gambling, health supplements) require pre-approval.

How to fix it:

• Check Meta’s Prohibited & Restricted Content policies.

• Obtain required certifications for regulated industries.

• Use compliant phrasing (e.g. “for responsible gambling” in betting ads).

 

Personal attributes/discriminatory targeting
This is a sensitive and important element of ad creation that doesn’t always get enough attention. It’s time to get in the know on this side of targeting.

Why it’s rejected:

• Ads that imply knowledge of a user’s personal characteristics (e.g., age, gender, health, race).

• Targeting based on sensitive attributes that violate anti-discrimination laws.

How to fix it:

• Use inclusive language (e.g., “People looking for fitness tips” instead of “Are you overweight?”).

• Ensure targeting criteria comply with Meta’s anti-discrimination policies.

 

Landing page issues
The ever-present connection between campaign performance and your brand’s website comes into play here.

Why it’s rejected:

• Mismatched ad and landing page content leads users to pages that just aren’t relevant to the ads that you’ve made.

• Excessive pop-ups, misleading claims, or broken pages also can result in violations.

How to fix it:

• Ensure your landing pages match any ad messaging.

• Provide clear, honest content with easy navigation.

• Remove excessive pop-ups or hidden fees.

 

Ad creative violations
It’s not just your copy that can be flagged. Here’s what to look out for in any creative asset.

Why it’s rejected:

• Use of shocking images or before-and-after transformations.

• Excessive text in images, affecting readability and compliance.

How to fix it:

• Follow Meta’s image-text ratio guidelines.
• Use engaging but appropriate visuals without extreme edits.

How to appeal a disapproved Meta ad

If you’re reading this article because your ad was disapproved, here's what to do to quickly escalate your restriction.

 

Step-by-step guide to submitting an appeal

1. Go to Meta Business Suite or Ad Manager.


2. Select the rejected ad and click “Request Review”.


3. Clearly explain why the ad complies with policies.


4. Provide supporting evidence if necessary (e.g. landing page details).

 

How to request a manual review if you believe an ad was wrongly rejected
If the automated review fails, contact Meta’s support for further escalation. This is when getting a human led review can make all the difference. Use the Business Help Centre to submit a direct appeal.

Be patient. Manual reviews can take 24-48 hours or longer.

Preventing future Meta ad rejections

If you've stumbled a couple of times before with ad violations, don’t worry. By arming yourself with the information you need to make more informed decisions around your ad content, you can prevent future rejections.

Here are our tips to stay one step ahead.

Use Meta’s Ad Policy Checker before launching campaigns
Use Meta’s built-in ad preview tools to check compliance before you set any new campaigns to LIVE. Regularly review updates to Meta’s advertising policies to keep up to date with any changes, without constantly having to start from scratch.

A/B test ad variations to find compliant versions
Create multiple versions of ads with different copy, creatives, and targeting. You’ll often find that a small change between variations is all you need to be compliant. 

Monitor which versions get approved to refine future campaigns. It’s like creating a shorthand for how to best communicate the benefits of your products and services, within Meta’s policy preferences. 

Closing Notes

Meta ad rejections are an avoidable headache. They needn’t derail your campaigns. By staying on top of Meta’s policies, developing your understanding of the types of violation, using ad checker tools and testing different versions of ads, you’ll be safeguarding your account effectively.

Even if an ad gets rejected, you now know how to smoothly send each ad for approval, and quickly get that all important manual review.

Now you’re ready to take on ad violations from an expert perspective, with absolute confidence.

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