Meta requires some ads to be declared in “special ad categories”, which limit certain targeting options. Not declaring them can get ads rejected or accounts restricted.
The categories
- Financial products and services: loans, credit cards, insurance and similar offers, in many regions.
- Employment: job openings and recruitment.
- Housing: property sale or rental and related services, in regions where this applies.
- Social issues, elections or politics: require authorisation and disclaimers.
Which categories and restrictions apply depends on the country where ads run and Meta’s current policies. Check the category descriptions when creating a campaign.
Typical restrictions
- Limited age, gender and detailed targeting options.
- Location targeting with a minimum radius in some cases.
- Some audience types unavailable.
How to run them well
- Let the creative and message attract the right people.
- Use qualifying questions in lead forms; build them with our lead form question builder.
- Be clear and compliant in your ad text; check with our ad copy checker.
Political and social issue ads
These need identity verification and “Paid for by” disclaimers, and appear in Meta’s Ad Library.
Read why Facebook ads get rejected.
Want the full picture? This article is part of Meta ads: the complete guide, our in-depth guide with everything in one place.
