Private & Confidential VIP Facebook Update
2 October 2019
● Ads you’ve recently run may be disapproved by upcoming improvements to the enforcement of our Low Quality or Disruptive Content ad policy starting on October 8th.
● We suggest reading about this policy below to better understand how to create compliant ads
What's the background?
Low-quality ads on Facebook, such as ones that include clickbait or direct people to unexpected content, create bad experiences for people and don't align with our goal of creating meaningful connections between people and businesses. That's why we've long had a Low Quality or Disruptive Content ad policy, which helps keep the ads that our users see high quality.
What’s changing?
On Tues October 8th we’re going to improve enforcement of the Low Quality or Disruptive Content policy. Specifically, we expect to detect and disapprove more "celeb-bait" ads containing clickbait or engagement bait featuring public figures. These ads violate our Low Quality or Disruptive Content advertising policy, and we will continue to disapprove of them.
Low Quality or Disruptive Content
Ads must not contain content leading to external landing pages that provide an unexpected or disruptive experience. This includes misleading ad positioning, such as overly sensationalized headlines or prompts for users to inauthentically interact with the ad, and leading people to landing pages that contain minimal original content and a majority of unrelated or low-quality ad content. For more information on what we consider low quality, visit our Ads Help Center.
Allowed Examples:
● Link to landing pages that include significant and original content that is relevant to
your ad
● Minimize text that blocks or prevents people from viewing the original text on your
landing page
● Display entire article on the primary landing page
Not Allowed Examples:
● Use ad images that are excessively cropped or require people to click the ad to view the full image
● Include deceptive or exaggerated ad copy that incentivizes people to click on your ad
● Feature sexually suggestive or shocking content on your landing page
● Display malicious or deceptive ads on your landing page
● Have a high ratio of ads relative to the content on your landing page
● Use popup ads, interstitial ads or other ad formats that disrupt the user experience
on your landing page
What’s NOT changing?
We are NOT launching a policy to disapprove all ads that feature public figures or celebrities, but instead improving our enforcement of Low Quality or Disruptive Content ads, including clickbait or engagement bait ads featuring celebrities and other public figures. There are many ads featuring or referencing public figures or celebrities that are allowed on Facebook and that are useful and relevant to people -- for example, news publisher content promoting journalism about public figures.
Why might this matter to me?
Ads that are flagged as Low Quality or Disruptive Content are not allowed on our ad platform. Our initial analysis indicates that [ADVERTISER NAME] may be impacted by the enforcement update on Tues 10/8. If any of your ads are flagged as Low Quality or Disruptive Content, Facebook will send a notification in your Facebook ad creation interface (e.g. Ads Manager).
What should I do?
The best method for complying with this enforcement update is to review your ad for low-quality attributes and remove them. We recommend familiarizing yourself with the Low Quality or Disruptive Content ad policy and this Help Center article for more information.
What happens if I feel my ads are mistakenly flagged as Low Quality or Disruptive Content? In that case, once an ad is flagged, you can appeal the decision directly through the policy banner in the ad creation interface, or through this general form here.
As a reminder, all ads must adhere to our Advertising Policies.
Wondering what could trigger such strict actions from Fb. As far as I see might be the domains and hosting my weak spot atm.
